It's no secret that climate change is a big issue that society needs to address. With today's youth standing up and protesting about the climate crisis, it's clear this issue isn't going away anytime soon. It is only going to get bigger whether people choose to face it or ignore it. It makes sense that Millennials and Gen Zs are the most vocal about it. After all, we're the ones who are going to have to deal with its consequences (unlike our predecessors).
With influential young figures like Greta Thunberg and the protests she has ignited around the world, it is evident that climate change activism is more than just 'a moment'. It's having a profoundly resonating impact among the masses. With brands and organisations already jumping on the 'brand purpose' bandwagon, would the natural next step be incorporating world-facing problems like climate change into their brand strategies? Could climate change activism successfully attract a new demographic for marketers or would such a move be viewed as another example of greenwashing lacking authenticity?
Brands and businesses don't usually spring to mind as top contenders fighting against climate change and global warming. But how they differ from individuals is the real impact they can make. Through a thoughtful marketing strategy, they can tell stories that will reshape people's fears about climate change into something that bears a closer resemblance to hope.
So how can brands and businesses make a difference and encourage change?
If you want your brand to be working towards solving a more significant societal problem, then your efforts can't be hidden in plain sight. Be vocal about what it is that you're doing and inspire your customers or audience in the process. Having all the nitty-gritty details worked out straight away isn't the aim here. It is about communicating why your brand is tackling this issue (in this case, the fight against climate change) — and then describing how you're going to go about it.
By joining the fight against climate change, brands and businesses are not only showing their customers that they care about the future of the planet. They are investing in their futures as well, contributing to an economy that revolves around solving global problems not creating them.