By: V4 Agency
Greta Thunberg became editor-in-chief for a day at a Swedish newspaper. However, the paper’s issue that day featured an ad for a large automotive company, which many have described as rather controversial.
Taking on the role of editor-in-chief for a day, global climate crusader Greta Thunberg seemed unperturbed as to how well the promotion of luxury cars with powerful engines would fit into her environmental message. The 17-year-old Swede, who has Asperger’s Syndrome, was at the helm of Dagens Nyheter, Sweden’s largest morning newspaper, whose Sunday’s edition featured a large BMW ad.
In a bid to take advantage of the hysteria surrounding the issues promoted by the climate activist, the carmaker’s full-page ad carried the message: “The world’s best climate brand for the climate.” The words were written on a board similar to the one Greta used during her school strike.
Many thought the ad – promoting a carmaker which puts powerful engines in its cars – was generally incompatible with the climate hysteria championed by Ms Thunberg. Marketing and communications lecturer Ulrika Good argued that BMW risks alienating itself both with people who sympathise with Greta Thunberg and those who don’t. Those who dislike Greta will not want to drive a car she promotes, while those who support the climate crusader would not want “her attributes in an advertisement for prestige cars with large engines.” she said.
Jakop Dalunde drew attention to the fact that this year, BMW has spent good money on lobbying and persuading politicians in the European Union to make green car rules in the bloc a little looser looser. The Swedish MEP also pointed out that the car manufacturer has just paid “good money” on an ad that presents it as a green manufacturer.
Others who reacted to the ad said all that really mattered was money, and many thought it was strange for Greta to lend her support to a large company’s “greenwashing.”
The ad led to further controversy after Dagens Nyheter’s editorial manager noted that Greta had seen all the ads before they were published. However, Ms Thunberg stressed on social media that her contribution as editor-in-chief was rather limited. She says she has also indicated that “you cannot have a serious climate and environmental reporting while allowing ads that are harmful for the climate and the environment.”