Worldwide climate change is rampant and virtually unstoppable by any one person. However, if humanity collectively were to come together and attempt to live more sustainably, the effort could bring a measurable level of relief.
Humans love to overconsume. For example, per capita income in the US increased over 40% in the first 50 years of the industrial revolution. Despite the deadweight loss generated by mass production of any consumer good, businesses were thriving and had no reason to consider the environment. The environment is a global entity, and so individuals and organizations feel no need to take responsibility since there are billions of stakeholders across the world; a tragedy of the commons.
Mass consumerism is a huge contributor to climate change. Aggressive production can only lead to excess waste and pollution. An obvious response to climate change would be to consume only what is required and live sustainably.
In the 21st century, long after the industrial revolution and well into the technological revolution, we now have the knowledge and resources to produce sustainably. The Paris Agreement made huge strides in holding businesses accountable for their carbon emissions. Ontario’s now defunct cap and trade system was been globally recognized for its ability to self-regulate emissions from businesses.
We know that these systems to reduce emissions and produce more efficiently are making a difference. For example, the United States has seen an up to 42% improvement in air quality since 1980 after introducing carbon-capping legislations and keeping a careful eye on their carbon footprint.
In the marketing industry, we thrive off of mass consumerism, as driving consumers to purchase is our bread and butter. This does not need to be a bad thing. Marketers in a digital age have the technology and resources to promote sustainable consumerism, especially in an environmentally conscious way.
Corporate social responsibility is a growing trend in the millennial workplace. When prospective consumers see that a business cares for the environment, and operates with environmentally conscious practices, they can often be enticed to support that brand. Develop or identify your business’s key environmental selling point. For example, some businesses have altered their products to be eco-friendlier, while others adjust marketing strategy. Apple’s entire line of products is recyclable and have minimal impact on the environment if the device is discarded correctly. Furthermore, the business operates on 100% renewable energy sources, has planted huge carbon sinks around their corporate headquarters, and uses 100% recycled paper in their packaging.
Consider the organic food business. These producers and farmers use green marketing to sell their product on the basis of environmentally responsible production. Furthermore, marketers can take advantage of waste-free strategies, through digital marketing, recyclable print marketing, maintaining a small eco footprint by working with local businesses and vendors, and getting involved with community green initiatives.
Finally, part of green marketing is branding your business as an environmentally responsible one. Huge businesses have adapted their brands to contain alternate logos with “green imagery” to use in advertising and marketing collateral. This could mean incorporating energy efficiency logos, or recycling logos with the main brand logo on business cards/product packaging to indicate your commitment to the environment. Some businesses have even gone ahead and created their own, custom green logos to communicate their unique environmentally conscious selling points.
It’s time for your business to leave its mark on the fight against climate change. Get in touch with the Connectors at #TeamBTI to learn how your business can leverage an environmentally conscious selling point and brand image.