We have that illusion that we are 'deciding' what to make a character do in order to 'convey our message' or something like that. But at least in my experience you are often more like a river-rafting guide who's been paid a bonus to purposely steer your clients into the roughest possible water.

I reflect back 35 years ago and look how far we have come in America with our environmental policy to improve the conditions of our air and water and we have had some real successes.

In the rich world the environmental situation has improved dramatically. In the United States the most important environmental indicator particulate air pollution has been cut by more than half since 1955 rivers and coastal waters have dramatically improved and forests are increasing.

In Kenya women are the first victims of environmental degradation because they are the ones who walk for hours looking for water who fetch firewood who provide food for their families.

Beyond reducing individual use one of our top priorities must be to move from fossil fuels to energy that has fewer detrimental effects on water supplies and fewer environmental impacts overall.

Within 10 years it will be impossible to travel to the North Pole by dog team. There will be too much open water.

By polluting clear water with slime you will never find good drinking water.

Money spent on carbon cuts is money we can't use for effective investments in food aid micronutrients HIV/AIDS prevention health and education infrastructure and clean water and sanitation.

Without in any way minimising the economic and psychological blow that people experience when they lose their jobs the unemployed in affluent countries still have a safety net in the form of social security payments and usually free healthcare and free education for their children. They also have sanitation and safe drinking water.

Brands must have a point of view on that purposeful engagement whether it's directed towards the environment poverty water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.