By Rajat Abbi
Climate change is no longer a distant threat but a living reality that cannot be denied. Humanity’s relationship with the environment has been largely transactional, but the urgent need now is to strike a balance between our growing demands and the planet’s finite resources. Earth Overshoot Day marks the point each year when human demand for natural resources surpasses what the planet can regenerate in that year. This year, it falls on August 1st—alarmingly, just halfway through the year. It is a stark reminder for society to accelerate climate action to move the date further.
The Power of Purpose-driven Marketing
Marketers have a unique opportunity to contribute to this mission by promoting eco-consumerism through purpose-driven marketing. Historically, marketing campaigns have rallied people to action by raising awareness and showcasing the tangible impact of collective action. Purpose-driven marketing is based on a tone of voice that differs from conventional promotional communiqués. It inspires action, triggers behavioural change, and connects the target group with the larger purpose, rather than solely focusing on the product or the brand.
Successful awareness campaigns like ‘Jaago Grahak Jago’ and the ‘Swachh Bharat Abhiyan’ exemplify the effectiveness of employing the right marketing strategy, messaging, and channel for driving a mass movement. Similar efforts need to be made for bolstering a movement towards sustainability by empowering every individual to feel like their efforts can make a big change towards saving environment.
Similar efforts are needed to strengthen the movement towards sustainability. There is a strong need to ignite the belief that within every individual lies a Green Yodha – The Real IMPACT MAKER, and that each small action holds the power to drive the shift towards a sustainable future.
Aligning Storytelling with Sustainability
As purpose holds major importance with customers and since many social issues are sensitive, companies must be considerate about the sensitivities of target cohorts during any public interactions on climate change and allied topics. Thorough research and careful thought is required before preparing the appropriate messaging that doesn’t spark a sense of discord among target groups.
Initiating the conversation on sustainability with varied communities must be done by remaining cognizant of the various backgrounds and undercurrents. As a result, marketers must keep both the micro and macro pictures in mind and adopt a holistic outlook when dealing with various cohorts.
Additionally, marketers should not focus only on financial numbers. Instead, they must leverage the power of storytelling to discuss big issues such as climate change in a way that connects with people. For instance, marketers can leverage global sporting events, such as the Olympics, Cricket World Cup, and the IPL, to encourage the organisers to prioritise sustainability by deploying energy-efficient technologies in the stadiums and advocating use of digital technologies and solutions for accelerating the journey towards sustainability. Promoting sustainability through these platforms can influence millions of viewers across geographies while also earning public goodwill.
The Power of Mobilising Global Audiences
In a world that stays hyper-connected on social media, customers seek brands that resonate with their intrinsic values. For companies promoting sustainability, it is imperative to integrate sustainability into their fundamental marketing strategies and activities.
To elevate their commitment, however, brands must go beyond compelling marketing campaigns. To ensure authenticity, companies should adopt sustainable practices, including the transformation of their entire supply chain in the cause of environmental sustainability.
A December 2023 survey by Rakuten Insight presents promising statistics, stating that a whopping 74% of consumers said they were willing to spend more for sustainable products. Thereby, it provides companies with an environment that is conducive to making the green transition.
The Business Mandate for Sustainability
The shift to sustainability has compelled companies to factor in their societal and ethical responsibilities for contributing towards a decarbonised world. This necessitates integrating sustainability across every step of the business spectrum. The increasing pace of research into developing clean, green, and energy-efficient products signals an emerging eco-conscious market. The onus lies on marketers to deploy innovative strategies for educating and informing the masses about making the right choice in the best interest of the environment.
By emphasising purpose-driven marketing, organisations have the opportunity to unite millions of impact-makers and Green Yodhas to galvanise collective efforts for building a sustainable future for the planet and its people. The eco-awakening of society is a crucial catalyst for transitioning towards a sustainable ecosystem.
The author is Vice President – Global Marketing, Chief Marketing Officer – Greater India, Schneider Electric. (Views expressed are the author’s own and not necessarily those of financialexpress.com)