The earth is warming at an alarming rate. Sea levels are rising, sea ice is disappearing and walruses are throwing themselves off cliffs in suicidal attempts to reach the sea. Climate change isn’t just affecting the lives of wildlife in the polar regions, its effects are already being felt worldwide, and governments and consumers are paying increasing attention to the issue. Here are some reasons why marketers should be doing the same.
1. Environmentally-Conscious Consumers
Consumers are becoming increasingly aware of the perils of climate change and a large proportion of them feel that companies should help improve the environment.
As consumers gravitate towards green consumption, brands will be expected to step up and provide affordable, convenient eco-friendly products. Marketers will have to change the way they sell. It will no longer just be about having an eco-friendly product, it will be about brand image. Brands will need to cultivate a “green reputation” and to make real changes to their processes. Companies like H&M and Patagonia are already working towards making their brands synonymous with ‘sustainable fashion’. In order to persuade environmentally-conscious consumers to buy your products, you need to have your ear to the ground and be knowledgable about issues surrounding climate change.
2. Governmental Green Policies
Governments are ramping up the implementation of green policies. EU member states have committed to banning single-use plastics by 2021 and Malaysia has plans to do so by 2030. Singapore has declared 2019 as the Year Towards Zero Waste and has plans to launch a masterplan that seeks to reduce food, packaging, and electrical and electronic waste. In future, new laws and regulations will be introduced to push businesses to become more eco-friendly. As governments implement even more green policies, businesses are going to have to change the way they operate in order to be sustainable. Since marketing strategies take time to plan and implement, marketers should be keeping close tabs on the development of the green movement to remain adaptable.
3. More Businesses are Going Green
56% of companies in the Fortune 100 and Global 100 have already set goals to reduce greenhouse gas. If you don’t align your brand with sustainability efforts, you are going to fall behind when green consumption hits tipping point.
Becoming more eco-friendly is just the first step; the second is to ensure that consumers know that you are. In order for them to find out, you need to tell them. Crafting effective long-term marketing strategies require an in-depth knowledge on the issue. Pay attention to the conversations surrounding climate change; note down the buzzwords used, like “single-use plastics” and “carbon neutral”, and use them in your messaging. Being able to communicate your ideas on climate change will show consumers that you are sincere about saving planet and not just riding the wave with a marketing gimmick.
As the green movement gains even more momentum, consumers all over the world will be altering their buying behaviours. Climate change will fundamentally transform the way we live, work and conduct business. In order to stay ahead of the curve and to prepare for the future, marketers need to start paying attention to environmental issues. Now.