So far the debate about climate change has been (rightly) coming from folks who know what they're talking about. Through figureheads like David Attenborough most of us now know that sustainability is something we all need to do more on.
Which made it all the more odd that the government tried to water down the pledge to band new combustion engines by 2030. You'd think businesses would welcome a little extra slack here. But VW, Ford and Tesla and others doubled down on the target, saying there is no going back now. They've realised that both for the future of the planet - but crucially for the sake of most businesses, change isn't optional.
But what's all this got to do with marketing? It turns out - quite a bit.
Meaningful & Preferable
Your brand will play a critical role in how your business manages and communicates your move towards a more sustainable future. Your customers need to believe you're walking the walk as well as talking the talk. So it's critical to have a plan that makes sure what you're doing balances up with what you're saying each step of the way.
The good news is that this is a positive choice that can lead to success for both brand and business. Want an example? Here's a couple.
Have you noticed how many different types of milk you can get in your brew these days? That's because of brands like Oatly, one of the world's leading sellers of plant-based milk. Oat milk is not new - but it was never mainstream. Through design and marketing, they have changed the game to make oat milk cooler than it's ever been. That cool factor means cash by the way; their IPO raised $1.4 billion.
And success can come from even more obscure markets. Did you own a re-usable bottle in 2010? And do you own one now? Chances are you didn't - but now you do. The story of Chilly’s should be inspiration to those in almost every sector. At first, the business sold generic re-useable bottles with a generic brand. But by shifting their strategy towards a more design and brand led approach, the company is now a leading sustainable brand.
These success stories should serve as inspiration for any brand wanting to turn something humble into something aspirational.
3 Lessons
There are 3 key lessons from how these brands have grabbed the limelight. First, none of them are trying to shock you by saying "we're all doomed unless you change." Second, they're making sustainability interesting, rather than sticking to "this saves 0.3% on your carbon footprint" type messages. And last but not least, they make choosing a climate friendly alternative seem like a positive choice. If you want to join them, we'd suggest asking yourself these questions.
What's the value you bring to the customer, and can you genuinely deliver that in a less carbon intensive way?
How could you help people make more sustainable choices as part of your customer experience?
And can you move towards net zero while still maintaining a point of difference that makes your brand a positive choice?
The Proof is in the Planning
Nobody has all the answers here. But what we can do is ask the big questions. Through that process, we can uncover new ways of growing in a way that works for you, your people, your customers - and for the planet too.
Through solid strategy and great creativity you can achieve all these things. A strategy will help create a vision for where you want to be. And your brand will tell a story to people about what you're doing, why you're different, and why they should choose you.
More businesses are changing because it's the right thing to do.
