Ms Laura Costello:

On the challenge with the kinds of elements that need to go into media codes, we need to have codes that encourage people or ensure they back up claims they are making. This should include life cycle analysis and everything the Senator has mentioned. When it comes to the actual advertisement going out into the world, however, messages are communicated in such short periods. There are ten- and 30-second advertisements, for example, and everything cannot go into those. Very few people are going to do research on having seen one piece of content. The broader shift we need to talk about goes back to the opportunity I talked about in respect of treating people as consumers who buy things. As an industry, we use the word "consumer". We need to take responsibility for the creative content going out into the world and treat people more as citizens. We must consider the stories we are telling each other as a nation. The narrative needs to be less about encouraging people to go to shopping centres and more about how we encourage people, through our work, to treat one another better, build community, go out into nature have more meaningful lifestyles. That does not mean businesses will not thrive. This is about promoting the green economy and the adoption of certain lifestyles and behaviours, but through new types of stories. As an industry, we came up through the Industrial Revolution. We were taught to sell things. Everyone I speak to within the industry through the lens of Purpose Disruptors Ireland is quite uncomfortable with that being part of their job description right now. It is a matter of how to use the creative skills better.

The question of hard regulatory measures, as mentioned by the Senator, relates to the impact in terms of framing for a better industry. We have work called Good Life 2030, which is all about helping people in the industry to understand the framing objective and shift the narrative towards the lifestyles people say they want.