This chapter argues that advertising can be reconceived as a potential pos-itive force in ameliorating the climate crisis. Much of mainstream advertising scholarship has ignored the consequences of advertising in compounding the crisis; in contrast, critical and degrowth scholarship suggests limiting or eliminating advertising to address the crisis. This chapter offers a new perspective, suggesting that advertising transactions and their distribution could be revised to promote sustainability and thus help mitigate the climate crisis. The chapter explores the relationships among advertising, consump-tion, production, and growth, the main mechanisms that fuel the climate crisis in the industrial and postindustrial digital eras. This chapter then proposes that advertising possesses substantial agency, which could help address the climate crisis, but only with significant policy reforms. This chapter concludes by discussing how reforming advertising policy can affect demand, consumption, and employment within various economic systems.
