HAPPY EARTH DAY (Why brands should move from the concept of AWARENESS and lean towards ACTION)
For decades, many brands have talked extensively about sustainability awareness, whether or not the goal of their sustainability marketing is to eventually drive profit. The truth is although raising awareness could be seen as a strong communication aimed at bringing attention to the issues of climate change typically ignored by mainstream media, in the long run, only creating aesthetic messaging without any real substance or actions to back up your communication is indirectly anchoring a meaningless message. This isn't to say that creating awareness is ineffective, as there are many locations throughout the world where people are still unaware of the implications of climate change due to media ecology's involvement. I think the pillar of this concept is that brand sustainability messaging should be accompanied by real commitment and action.
Consumers wield significant influence and have the luxury of choice in what brands to support. According to a Forrester report from 2021, consumers appreciate brands that stay true to their values, and businesses aiming to gain consumer trust and credibility must do more than put up a facade. Anything less appears shallow and inauthentic, brands must learn to move from talk to action.
In actuality, Earth Day should serve as a reminder to brands on the significance of building a sustainable business and operations instead of it being an opportunity to implement a greenwashing marketing scheme. It’s critical for brands to consider this element and, if necessary, consult with external experts to ensure that their sustainability statements are factually substantiated. Consumers will be more optimistic and trusting of brands if they are transparent about their sustainability efforts. And in a world where consumers are continuously overwhelmed with multiple CTA’s, it’s critical to rely on innovation to ensure that messages about sustainability lean on the power of creativity to ensure messages on sustainability are received and responded to with actions and not merely empty branded messaging.
