“Those who hoped that greenhushing and woke backlash might move the spotlight away from advertising’s impact on the climate will be sorely disappointed,” Solitaire Townsend, co-founder and chief solutionist of sustainability-focused agency Futerra, said. “There are rapidly building concerns from activists, media exposés on the industry, and, bluntly, the public isn’t going to rally in defense of agencies or fossil fuel advertisers. The arc of what’s next is obvious: fossil fuel campaigns will follow tobacco advertising into oblivion.”