A good example of bad climate marketing comes from the Irish budget airline Ryanair. Carbon offsets involve contributing money to a project that will help avoid, reduce, or remove carbon emissions from the atmosphere, such as planting trees or building wind farms. Some of the most successful corporate efforts at climate marketing place more emphasis on consumers' personal concerns. According to the International Energy Agency, global carbon emissions reached a record high last year. The more you focus on what everyday people care about, Berger said, the more effective your marketing campaign will be.

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Persons: they've, —, Jonah Berger, that's, Jonathan Ernst, Biden, Jenna DiPaolo, DiPaolo, John Oliver, Oliver, Ben Forman, Ryanair, Forman, " Forman, Tesla, " Berger, Berger, Jake Safane Organizations: Keystone XL, Pew Research, Wharton School, University of Pennsylvania, REUTERS, National Petroleum Reserve, Greenpeace, Wildlife, Ryanair, International Monetary Fund, International Energy Agency, United Nations Locations: Canada, Alaska, Greenpeace USA, Ireland, Phoenix