We have previously discussed sustainability and ethical marketing and how brands are becoming more and more aware of the responsibility they have to reduce their impact on the environment. At a time where climate change is in the news every single day, children are skipping school to fight for their futures, and politicians can’t agree on the right solution: sustainability is more important than ever.
Activists like Greta Thunderberg are calling upon governments to make immediate change, shaming them for not taking notice of the science and the problems we have and will have if nothing is done. But, it’s not just governments that have this huge responsibility. Superbrands and huge corporations often have a huge positive or negative impact on the environment. It only takes one or two to change for a movement to start.
Last September, Carlsberg decided to take the step to remove the plastic on their cans, drastically reducing the amount of single use plastic their brand contributes to landfill. Since then, Guinness have taken steps to reduce the plastic packaging on their cans and most recently, Budweiser have launched a big online campaign to highlight their efforts to do the same. This is a clear example of how one brand changing and making the effort can spur on a whole lot of change in other superbrands. It’s now a bit of a competition as to who can get there first to be ‘the first’ brand to do x, y, and z. This is obviously positive for the environment but also positive for the brands who can use this to their marketing advantage.
Budweiser’s campaign is not the only content we’ve seen over the last couple of weeks about big brands making a positive impact and reacting to the current ‘climate’. Our good friends over at Google have also released a blog post about their efforts to invest in sustainable and renewable energy. As a huge, huge, corporation they are not short of means to invest in something like this, so it’s great to see them actually doing this and continuing to do so. What strikes me about this post from Google is that it’s not been all over the press or screamed about from the rooftops and yet the information is there for people who want to check on the sustainability of the brands they use.
Because, essentially, aside from the Directors and CEO’s of these huge brands wanting to do their bit to save our planet, one of the main motivations to actually do something is the consumer. There is an ever-increasing demand from the consumer for brands to take responsibility for their impact on the environment. More and more Gen Zers and Millennials refuse to use brands that are unsustainable or negatively impacting the environment in some way or another.
With the increasing concerns over climate change and the environment, there is such a huge window for brands to open up to their consumers about their environmental impacts and show their efforts to reduce any negative impact they might have.
Other sustainability and superbrand examples
It’s not just beer brands and Google that are making a stand against climate change and using this in their content and marketing campaigns. Huge companies like GSK have made a pledge to reduce their environmental impact as have major clothing brand’s like Levis with their waterless collection. With this trend in mind, is does pose the question, do these companies actually care or are they doing it for good publicity?
Well, there has been a rise in ethical marketing as a trend! But, even if this is the motivation behind brands reducing their impact on the environment. Does it matter? We all know that something needs to be done, so does is it really a big deal if companies are only doing it for their own gain or not? I think the distinction here is when big organisations do something TINY when they could be doing something MASSIVE and still shout from the rooftops about it. Understanding when a company is actually making a sacrifice and when they are doing the absolutely minimum is important for the consumer as to not be sucked in by false hope.
However, in our opinion, it’s great to see more and more big organisations owning the responsibility they have and encouraging their competitors to do so as well.