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Helen Phillips’ book, ‘Hum’, is set in a dystopian near future, in a city suffering the effects of climate breakdown and with dire air quality. Robots (the Hums) press advertising messages during conversations, meetings and even as they carry out medical procedures.

The Hums are vehicles for these ad messages, which are often for products like cosmetics, sweets or anything that might be relevant during interactions with humans. This advertising is poorly disguised, and merges with sentiments that lean towards concerns of well-being, convincing people how much better off they’ll be if they make a purchase.

While the novel is futuristic, the insidious way advertising permeates daily life is resonant of how adverts show up in our world today. And these ads are directly contributing to the worsening future climate Phillips describes in her book.

    Already by the summer of 2026, Europe had seen a 57% increase in wildfires in just four years with western Europe recording the hottest ever June and July on record. We’re facing droughts and floods, as well as predicted hikes in food costs or even chronic food shortages – and that’s before the expected additional effects of a strong El Niño later this year.

    Frequent flying and bigger burgers

    A portion of this climate breakdown is fuelled by over-consumption in richer countries, particularly of products that are high carbon – for which advertising can take some of the blame. Research shows that adverts drive citizens to consume about a third more goods and services in general, over and above what they might have purchased.

    Yet despite a clear link between promoting high-carbon behaviours and climate breakdown, little advertising regulation exists in the UK. Take frequent flying for instance, one of the most carbon-intensive activities we can partake in.

    EasyJet’s latest ad campaign is called “Drop Everything”. It encourages consumers to book cheap flights departing within the next 48 hours for presumably short or weekend getaways. Rather than promoting a specific destination, “Drop Everything” promotes a mindset that encourages indiscriminate consumption of flying. The ads were shown on billboards with clever creative slogans, as well as on digital media and through influencer campaigns.

    Overall, flight numbers are increasing. The UK Civil Aviation Authority reported the highest number of UK passengers in the first quarter of 2026 (more than 61 million, breaking previous records for travel between January and March). It seems we’re still not joining the dots between flying and a worsening climate.

    And how about meat consumption? Scientists advocate for less meat-eating, especially beef which has the highest carbon footprint of nearly all foods. Yet adverts from McDonald’s proliferate, helping make it one of the highest-volume sellers of fast-food chain beef burgers. In 2024, the outdoor advertising budget for McDonald’s UK rose to £86 million, an increase of 71% on previous years.

    A billboard carrying McDonald’s UK advertising for one of its biggest burgers, which won “Badvert” of the month in May 2026 (Photo: Badvertising)

    A billboard carrying McDonald’s UK advertising for one of its biggest burgers, which won “Badvert” of the month in May 2026 (Photo: Badvertising)

    Small share for sustainability

    While over half of UK ad professionals feel increasingly queasy about their profession and its effects on the climate crisis, the people running the show – the UK trade bodies – prefer to focus on the growth advertising brings.

    In the first three months of 2026, they stated that UK advertising spend increased by 9.3%, reaching a total of £11.7 billion for that quarter, fuelling consumption and market growth.

    But how many of those adverts actually promote low carbon goods and services? Kantar’s Sustainable Ads Tracker shows the percentage of ads featuring sustainability messaging in 2026 is around 4.3%. That’s woefully low, and much of this is made up of messaging that promotes recycling.

    PR firm working for Shell wins COP30 media contract

    Additionally, the ad industry continues to happily produce adverts for the large oil and gas corporations that are fuelling climate breakdown. These adverts only narrowly pass the Advertising Standards Authorities’ advertising codes, allowing the continued greenwashing of the world’s most polluting brands.

    There is essentially no leadership from the UK trade bodies, likely because they are directly funded by the brands and advertisers themselves. They are essentially ‘ad shushing’ – pushing for indiscriminate growth and directing attention to their sustainability awards, while confusingly denying that adverts drive higher consumption overall.

    Let’s ‘un-shush’

    Where does this leave us as we are subjected to hundreds, if not thousands, of persuasive advertising messages every day that support high-carbon lifestyles? Most ad professionals are unable to push back against this agenda at work, often due to the threat of job loss. The advertising trade bodies won’t take the lead as they work in service to big brands and advertisers.

    NGOs urge Brazil to prevent fossil fuel capture of COP30 climate summit

    So, who can push for the changes we need? Members of the public.

    Through pressuring our city officials and governments, we can force through restrictions, such as the watershed bans on unhealthy foods on TV before 9pm in the UK. Through supporting the efforts of organisations such as Ad Free Cities and others, we can help achieve bans on outdoor advertising for fossil fuels, aviation, meat and even single-use plastics in cities and regions such as Amsterdam, The Hague, Edinburgh, Florence, Uppsala and many more.

    If we’re serious about climate change and stopping big global brands pushing their high-carbon products onto us, then advertising restrictions are one of the best ways to achieve this. If we don’t want a world like the one Phillips describes in her book, we need to make our voices heard above the advertising noise.

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    Climate Change

    Brazil confident new rainforest fund will reach $10bn donor milestone

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    Brazil’s environment minister says he is “very optimistic” that the Tropical Forest Forever Facility (TFFF) – a new rainforest fund to channel private and public finance to developing nations – can meet a key $10 billion funding target this year, and is not at risk from his country’s elections next month.

    The TFFF, launched by Brazil at COP30 in the Amazon last November and co-led by Norway, is intended as an alternative to traditional grant-based forest finance. The fund aims to raise $125bn in public and private capital, invest it in bond markets, and then pay countries that keep their forests standing from the annual returns. Donor contributions needed to get it going have tailed off after an initial burst.

    Speaking to Climate Home News on the sidelines of Climate Week in New York, Brazilian environment minister João Paulo Capobianco pointed out that in less than a year since its official launch, the TFFF has already secured $7.3bn from governments.

    “How many other initiatives can say that?” he asked. “Of course, if you have $7 billion, it’s easier for more countries to consider their own contribution. And not just countries – non-governmental organisations also. We are expecting even more support.”

      As its initial target, the TFFF aims to raise $10bn in seed capital from governments by the end of 2026, and still needs to fill a gap of $2.7bn. Its backers say that for each dollar in public funding, they can secure $4 from the private sector. Critics say the $10bn goal barely covers the fund’s expenses and would not allow it to make any significant payments to forest countries.

      Because setting up its financial architecture, raising the starting capital and making the first investments will take time, experts say the TFFF is unlikely to generate any payments for developing countries before 2028.

      Seeking new pledges

      Capobianco told Climate Home News that Brazil is still in talks with potential new contributors to the fund, among them China, Korea and Japan, and said he hoped to see more pledges announced at the upcoming biodiversity and climate COPs in October and November. The Netherlands is expected to up its first small contribution and Canada may also come in, according to other sources close to the TFFF.

      Because the fund was not created as part of the UN climate talks and is hosted by the World Bank, developing countries can contribute without taking on wider donor responsibilities for climate finance. Brazil and Indonesia – both large emerging rainforest nations – have each pledged $1bn to the TFFF.

      Earlier in September, the UK became the latest country to pledge funding – promising a loan of £400 million (about $540 million). Capobianco welcomed the contribution and noted that Britain has also said it will keep “under review” the possibility of putting in more.

      Currently the largest donor is Norway, which announced a $3bn pledge last year at COP30 in Belém. However, that pledge came with conditions, among them that the fund must reach $10bn in sponsor capital by 2026, and that Norway’s contribution can’t make up more than 20% of that total. Over the longer term, this means the fund must raise $15bn from governments to unlock Norway’s full investment.

      Comment: UK’s budget juggling trick with rainforest loan for bus-fare cap needs transparency

      Speaking at a forest finance event in New York, Norway’s environment minister Sigrun Aasland said the country’s pledge was made not “only out of solidarity but because of shared interests”, adding that protecting rainforests is critical for climate and biodiversity goals as well as for national security.

      “Tropical deforestation matters to people in the Amazon and in the Congo. But let’s not forget that it also matters to global food production and to the cost of living in Oslo or in London,” she said.

      At the event, Guyana’s minister of natural resources Vickram Bharrat said the TFFF is “one in a menu of options” to finance forest protection in developing countries. He added that to boost its capital “maybe we should put some amount of pressure on oil companies to contribute to the fund”.

      Upcoming election “not a risk”

      Brazil, which has been pivotal to getting the fund off the ground, is now heading into a national election that could see the country swing back to an anti-climate stance if right-wing candidate Flávio Bolsonaro beats current left-wing President Luiz Inacio Lula da Silva. Capobianco, however, said the election result does not pose a risk to the TFFF.

      “It’s a global initiative, not a Brazilian initiative. We proposed the first idea, but nowadays it’s a global initiative,” he said. “We believe the investor countries and the tropical countries together have the possibility to continue this process.”

      In Brazil, the first round of voting is scheduled for Sunday, October 4. If no candidate wins more than 50% of valid votes, a run-off ballot will take place on October 25.

      COP30 roadmap to end deforestation will invite countries to draft domestic plans

      In July, the TFFF board adopted a charter, which outlines the instrument’s objectives and values, including that 20% of the payments made to tropical countries will go directly to Indigenous people and local communities.

      The charter also says the TFFF board may comprise up to 12 member countries during the initial phase. Currently, seven seats are filled by the Democratic Republic of Congo (DRC), Germany, Brazil, France, the Netherlands, Norway and Indonesia.

      The board has also formally incorporated the Tropical Forest Investment Fund (TFIF) – the TFFF’s investment arm that will trade bonds in financial markets – hosted in Luxembourg.

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      COP31 must aim higher to cut emissions from the use of materials  

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      Patrick Schröder is a senior research fellow at Chatham House’s Environment and Society Centre.

      A climate summit serious about implementation cannot afford to leave major emissions reductions off the table. Yet, that is the risk COP31 faces unless it makes reducing raw material use central to the way countries decarbonise their economies.

      On the sidelines of the UN General Assembly in New York last week, COP31 host Türkiye laid out proposals to accelerate emissions cuts in the next decade. Its plans include global goals to increase the share of recycled products in material use to at least 15% (up from 6.9% in 2025) and halve waste generation by 2035.

      COP31 offers an opportunity to connect efforts to improve material circularity with stronger national climate commitments and mitigation pathways. But these targets could be a lot more ambitious.

      The case for circularity

      The Paris Agreement cannot be delivered through cleaner electricity alone. We must also reduce the emissions that are embedded in the way we extract resources, manufacture products, build infrastructure and dispose of waste.

      Circularity principles are pivotal to credible mitigation pathways: designing technologies and products to last, repairing and reusing them, and reducing demand for virgin resources.

      The scale of the opportunity is striking. A recent European Environment Agency review found that adopting such principles could deliver average global emissions reductions potential of 52% in the waste sector against a business-as-usual scenario, 48% in construction and buildings, 28% in transport and mobility, 26% in industry and 24% in agriculture.  

        These figures make a compelling case for raising circularity ambitions across the economy, offering the promise of far more than better recycling bins.

        In fact, recycling minerals used in cleantech equipment, for example, illustrate the extent of the emissions savings available. The carbon footprint of minerals and metals recovered from secondary sources is up to 80% lower than those produced from new mining and processing, according to the International Energy Agency.

        A major EU-funded project estimates that recovered materials could substitute up to 56% of Europe’s primary critical raw material requirements by 2050, provided they achieve the necessary quality. The main takeaway goes beyond Europe: yesterday’s products can become tomorrow’s strategic resources while mitigating climate change.

        In this light, a target to increase the share of recovered material use to 15% isn’t enough.

        The evidence-based Circularity Gap Report found a 17% target by 2032 is possible and could unlock additional emissions reductions amounting to several gigatonnes of CO2.

        Reducing material demand

        A higher circularity metric is only part of the answer, however. An economy can increase its recycling rate at the same time as extracting more primary materials if total material demand keeps growing.

        The tougher issue governments need to address is identifying what reductions in primary material use are needed.

        The Circularity Gap Report uses an indicative benchmark of eight tonnes of virgin materials consumed per person annually. This is already being translated into policy: Germany’s 2024 circular economy strategy aims to reduce primary resource consumption, with the German Federal Environment Agency identifying six to eight tonnes per person as an ambitious target.

        An engineer walks past a pump at the battery recycling pilot plant installed in the Eramet Research & Innovation center in Trappes, near Paris, France
        An engineer walks past a pump at the battery recycling pilot plant installed in the Eramet Research & Innovation center in Trappes, near Paris, France (Photo: REUTERS/Gonzalo Fuentes)

        Reducing primary material demand will require a closer integration of energy and resource policies. Efficient EVs charged with solar power can complement better public transport and walkable cities, while batteries designed to be repaired and reused for stationary energy storage before being recycled will reduce the materials footprint of transport and clean energy services.

        Coordinated infrastructure development and urban planning can prevent unnecessary overbuild, while renovating existing building stock reduces demand for new steel, cement and aluminium, which are emissions-intensive to produce. Connecting industrial waste heat to district heating networks can further reduce energy demand and emissions.

        What governments should agree at COP31

        COP31 can translate this approach into three concrete commitments.

        First, governments should agree a stronger circularity ambition, supported by material-footprint indicators and milestones. The presidency should seek recognition of these priorities in negotiated outcomes, alongside concrete delivery partnerships under its COP31 Action Agenda.

        Second, countries should include quantified circular economy measures in their updated nationally determined contributions (NDCs) and implementation plans. Such measures should include reuse, material efficiency and circularity targets, as well as transparent estimates of emissions savings that avoid double counting across sectors. By the end of 2025, countries had developed 101 national circular economy roadmaps and action plans, yet these often remained disconnected from their NDCs.

          Third, climate finance should support the delivery of circular solutions such as material recovery at scale, investments into circular critical mineral value chains beyond mining, developing a circular plastics economy, and designing buildings and cities that support material reuse. Developing countries need technology, affordable finance and support to deliver these ambitions, including for the informal workers whose livelihoods depend on recovering and recycling materials.

          The test for COP31 is to reach an agreement that can start the transformation of our production and consumption systems and how they are financed.

          A headline circularity target will achieve little without policies that address absolute resource demand and deliver measurable emissions cuts. But COP31 offers an opportunity to make circularity a central element of climate policy, with targets strong enough to matter and institutions equipped to deliver them.

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          Climate Change

          As El Niño intensifies, we should be investing more in the world’s farmers

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          An exceptional El Niño is building. The World Meteorological Organization (WMO) says it has intensified to very strong levels and is likely to last at least through February 2027. If its current trajectory holds, it could become stronger than anything seen since WMO monitoring began four decades ago.

          That is bad news for agriculture. El Niño – a naturally occurring weather phenomenon – can scramble rainfall patterns across the world, bringing drought to some regions and floods to others. And this time it is unfolding against the backdrop of a significantly hotter climate, with farmers already contending with unreliable growing seasons, extreme heat and less predictable rainfall because of global warming.

          El Niño expected to bring next record-hot year as soon as 2027

          We are seeing the consequences already. In Sri Lanka, drought linked to El Niño has dried wells and reservoirs and cut into crops and farmer incomes. Indonesia is experiencing its worst wildfire season in 11 years, with prolonged drought and extreme heat exacerbated by El Niño. And in Peru, authorities are preparing for the opposite extreme: intense rains, flooding and landslides which the national civil-defence agency says could affect around 1.2 million people.

          These impacts will multiply as El Niño intensifies.

          And yet, just as the risks to food production are rising, the money available to help farmers withstand them is shrinking.

          10% funding decline in 2024

          A forthcoming analysis from the Food and Agriculture Organization (FAO) shows that climate-related development finance for agrifood systems is moving in the wrong direction. In 2024, the latest year for which data is available, it fell by 10 percent compared with a 2 percent overall decline. The sectors that put food on our tables — crops, livestock, forestry and fisheries — received just 5 percent.

          Yet this is precisely the moment when climate investment in agriculture needs to grow, not shrink. It can help communities adapt, build resilience and protect food security, while unlocking larger flows of public and private finance. Agriculture feeds us, supports the livelihoods of well over a billion people, and is often the first sector hit by drought, floods and extreme heat. Cutting that investment now is a false economy.

          One failed harvest can plant the seed for the next crisis, forcing farmers to eat the seed they have saved for planting, sell livestock or tools, or take on debt. It can also deepen food insecurity, disrupt supply chains and drive up prices, showing up months later in supermarket aisles far away.

          Comment: A supercharged El Niño is coming – are we ready?

          The Central American Dry Corridor, stretching through much of the region, shows both how exposed farmers are, and what investment can do. Based on an analysis of 41 years of satellite observations, FAO finds that some crop and pasture areas there face more than a 50 percent chance of agricultural drought over the coming months.

          About half of Central America’s 1.9 million producers of maize, beans and other basic grains live in the Dry Corridor. Many grow food both for sale and for their own families. When a harvest fails, they lose both income and dinner.

          El Salvador project conserves water and soil

          In El Salvador, which lies within the Dry Corridor, more than 50,000 farmers have adopted practices to better withstand drought and increasingly unreliable rainfall through RECLIMA, a project financed by the Green Climate Fund and implemented by FAO in partnership with the government of El Salvador. It has substantial national co-financing, including from the country’s Environmental Investment Fund.

          El Niño can intensify El Salvador’s annual mid-season dry spell, known as the canícula, turning it into a longer, harsher drought just as maize needs water most.

          RECLIMA promoters carry out the construction of hillside ditches to optimise water infiltration and minimise the loss of fertile topsoil, thereby strengthening the climate resilience of their local livelihoods in Santiago de María, Usulután North, El Salvador, June 4, 2025. (Photo: © FAO / Mario Araujo)

          RECLIMA promoters carry out the construction of hillside ditches to optimise water infiltration and minimise the loss of fertile topsoil, thereby strengthening the climate resilience of their local livelihoods in Santiago de María, Usulután North, El Salvador, June 4, 2025. (Photo: © FAO / Mario Araujo)

          For María Cristina Corvera de López, a second-generation farmer in rural Nahualapa, adapting means changing how every drop of rain is captured and used. She plants trees alongside her crops to provide shade and minimise evaporation and uses simple irrigation channels and a homemade drip system to conserve water. Instead of burning stalks, leaves and husks after harvest, as generations before her did, she turns them into mulch to hold moisture in the soil.

          “The effects of climate change are a constant challenge,” she says. But the new techniques have made her farm more resilient to El Niño as well. Where she once harvested about 50 bags of maize per acre, she now gets around 80, even during droughts. It’s enough to feed her family and sell the surplus.

          Managing risk now cuts future costs

          Together, these adaptations can mean the difference between losing a crop and getting through a dry season with enough food, seed and income to plant again. They are also the result of climate finance invested before disaster strikes.

          RECLIMA shows what that kind of adaptation investment can buy. Adaptation accounted for 45 percent of climate-related development finance to agrifood systems in 2024, and multilateral development banks are directing more agricultural finance towards resilience. That shift reflects a growing recognition that adaptation is a form of risk management, not just a development cost.

          We need much more of it. The same investments that help farmers withstand El Niño also enable them to adapt to a hotter, more unpredictable future. Cutting investment in the people who produce our food just as climate risks intensify does not save money. It simply pushes a much larger bill into the next harvest, the next food crisis, and the next El Niño.

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