Close-Up: Live Issue - How important is ethical marketing?

To what extent should adland accommodate ethical and environmental issues, Danielle Long asks.

The hiring of Young & Rubicam as the global agency partner for the Save Our Selves initiative to fight climate change has added weight to the debate around adland's role in the new, green frontier.

Consumers are demanding that companies get their ethical credentials in order. And with brands and clients moving faster than government legislation, there is a great opportunity for the ad industry to lead the way and help clients understand the implications of green issues on their brands.

Hamish McLennan, the global chief executive of Young & Rubicam, says the chance to take a leading position on environmental issues was a big factor behind the agency's involvement with the Campaign for Climate Change.

'I don't think anyone in the industry is leading on this. We saw it as a good opportunity,' he says.

As Y&R works with MSN and Al Gore's Alliance for Climate Protection group to roll out its global message, the pressure on brands to present their own environmental positioning is likely to increase.

A study by Lehman Brothers found some businesses are already facing reputational challenges on environmental issues.