You won't shock anyone any longer when you promote eco-companies, introduce shoe capsule collections made of recycled plastic, or frequently attend "green" events. It is time to move on to actual measures, though, such as redefining production and repositioning the business. The reality of the present needs this, but the customer wants it as well.
I spotted the Scottish National Gallery of Modern Art in Edinburgh with two neon signs.
Things will work out. Miracles are not to be expected.
The ability of dynamic tension unites these two messages: a sticky worry that things won't work out and a wish for everything to work out. This contradiction between desire and reality reminds me of a developing social trend in which the climate catastrophe is a major barrier to the global demand for a better future. The result of this clash is eco-anxiety.
Rising level of eco-anxiety
Studies are being done on social eco-anxiety nowadays. "A chronic fear of the death of nature" is how the American Psychological Association (APA) defined eco-anxiety in a 2017 paper on the increasing effects of climate change on mental health. According to the Yale University Climate Change Survey 2018, 59% of Americans feel "helpless," and 70% are "worried" about climate change.
Science papers and news headlines serve to stoke feelings. The basic line is that irrevocable environmental degradation and mass extinction will happen unless we drastically and swiftly modify the way we produce food farmland, move commodities, and use energy. Testimonies abound that this idea is frightening, even paralyzing, and can cause either universal fear or group denial.
Eco-anxiety has no known treatment, much as we would desire to escape this condition. We have actual, enormous problems that need the collective efforts of all countries, sectors, and communities; some have likened them to fighting a global conflict. We are talking enough already. Acting now is the best option.
The reasons for the need to battle climate change
Finding the demands and social trends mentioned earlier is a part of our job as brand strategists. This enables us to mold the brand identities of our clients to satisfy such demands, which improves communication and design, increases awareness, and modifies perceptions.
These methods can help identify the underlying reasons for eco-anxiety, which will direct businesses into the actual battle to save the environment. Applying our techniques with a lean perspective not only improves the quality and effect of our work but also motivates sectors to take particular steps that can result in constructive systemic transformation.
Companies should be concerned with the environment for a very good reason: their clients are. Eighty-one percent of respondents worldwide believe that businesses ought to do more for the environment. Furthermore, after brand name and goal, environmentally friendly/ethical corporate practices are currently the second most significant factor in customer loyalty.
Let us examine how a brand strategy can result in significant climate action now that we have recognized the social phenomena and corporate engine.
Brand tactics to deal with the root reasons of eco-anxiety
Here are four ways that a brand strategy might help businesses battle climate change.
1. The responsible attitude
Make a goal that inspires action against climate catastrophe and signifies change.
Companies who are ready and able to act decisively on climate change can show their level of accountability and give management a tool for strategic transformation by redefining their goal. It has to do with starting dialogues, transforming opinions, and generating chances. One Finnish corporation, Neste, has restructured its objective to reflect the shift from oil refining to the development of renewable fuels:
"Building a better future for our kids."
Ambitious and modest, this objective affects everyone and is simultaneously global. It promises the corporation to be responsible and progressive and shows a true lean program—the generation of renewable energy. Neste ranks third globally in terms of environmental consciousness nowadays.
2. Taking Initiative
Revise the supply chain and product offer.
Meaningful action that reflects the company's new mission must support the effort to rescue the environment. While, as brand strategists, we are unable to advocate for an operational plan constantly, we may counsel clients on fresh prospects like participating in a circular economy. Brewing giant ABInBev has made the battle against climate change a commercial strategy that includes a changed supply chain that approaches agriculture, water, renewable energy, and recyclable packaging with a more sustainable mindset. "Sustainability is not just part of our business. It is our business," ABInBev said in elucidating this realignment.
3. Partnership
Locate and bring about profitable collaboration.
Only when we cooperate can the battle against the climate catastrophe be effective. Brand strategists will be able to find customers a profitable joint venture that will boost the good effect and validate their attempts to adopt a sustainable business strategy. To give an illustration:
Working with the global Hydrogen Council, Hyundai Motor Group is contributing to the development of the Hydrogen Society, a sustainable energy infrastructure.
Jointly, JD Logistics and Unilever are creating sustainable supply chain solutions.
Together, WWF and Sky are developing innovative ideas and technology to eliminate single-use plastic from the supply chain and the oceans.
In the World War Zero Campaign, allies are called for, not little divisions. Partner coalitions are developing. Our job is to locate them among NGOs, start-ups, and even rivals and deliberately include them in strategic conversations.
4. Distribution
Engage the public and customers.
Certain businesses can initiate the move. This results from the strong resonance in society that occurs when we mix the company's mission with the prevailing societal trend. "We're in business to save the planet" is the motto of Patagonia, which uses its whole platform to magnify the effect of its activities. Through Patagonia Action Works, a digital center that links people and environmental groups, the company interacts directly with customers and the general public.
Action Works invited regional environmental groups to donate on Black Friday, 2019. Patagonia pledged to match the sum twice. Its $20 million in two weeks of fundraising proved the increasing power of accountability, action, collaboration, and communication.
Miracles or not, action will take place. Contribution is possible for everyone. We have the power to start things changing. It is no longer only about influencing opinions or lessening environmental anxiety. We have a strong opportunity to change the world to the way we want it to be if, as brand strategists, we assist our clients in starting the process of battling climate change.