A word for brands that wish to drive climate action
Given the urgency of the subject and time constraints, we’ll begin by simply assuming that we all see the importance of brands’ actions when it comes to sustainability. Right, let’s dive in.
A sustainable path is still up for brands!
As you probably know, there is more than one course of action that companies can take in order to minimize environmental impact. The first thing to note here is that actions can be taken in every phase of a product life cycle: may it be as early as the raw material stage, to manufacturing and distribution, and up to the end-of-life stage.
Solutions at the ‘raw material’ phase include using bio-based materials/natural fibers that are renewable and have circularity potential.
Other measures can be taken in the manufacturing & design phase, for instance reducing the use of water and other precious resources and improving the potential for reuse. Likewise, the use of recycled materials in new products can be very effective.
Beyond the internal
By and large, brands tend to focus mainly on internal processes when it comes to sustainability measures. The vast majority of environmental impact, however, is created as the consumer uses the product. For the rest of this article, we’ll focus on solutions at the ‘consumer phase’, which includes purchasing, using, and eventually discarding the product.
To effectively utilize this unique area of action, new and creative ways of interacting with customers need to be implemented. Engaging customers in product care to extend the product life-cycle, providing sustainable and circular solutions for product disposal/reuse, or rethinking ownership models are just some of the sustainable solutions available for brands in this immense field.
Building a healthy relationship
Other than being effective measures to operate sustainably, one thing that solutions at this stage have in common is the fact that they invite a deeper dialogue between a brand and its consumers, a profound relationship with its people. The focal point here then is establishing a strong brand community.
Such an approach takes into consideration that a collaborative solution has a stronger impact in terms of awareness, cooperation, and quality. Moreover, besides better serving the end goal, it also increases the sense of belonging by adding real personal value to the consumer.
Now, with all these advantages, you are probably wondering why every brand hasn’t implemented something similar yet. Well, our guess is that it is somewhat for the same reasons that dating apps are so popular, it’s just not that easy to build and maintain a relationship.
In his article “Challenges for brands in times of change”, Patricio Jaramillo talks about the necessity of building a strong producer-consumer relationship that goes even beyond the extent of simple cooperation around shared goals:
“in a world where consumers are increasingly busy with multiple simultaneous tasks and must manage every second of their days, brands no longer work only to sell, but also to earn a lasting, loyal relationship with their public. To earn this loyalty, it is essential to clearly understand that today’s consumers participate, interact, suggest and, above all, demand more”.
This idea itself applies all the more when battling climate change. Assuming that a technological breakthrough alone could offer us environmental salvation is nothing but denial. Times demand a profound transformation in our behavior and habits, and more specifically, regarding consumption & product maintenance. This transformation, however, can happen only if companies could treat their consumers as partners, collaborators, a true brand community.
Doing things with
By understanding the science behind group interaction and using successfully proven engagement models, our platform is designed to promote a solid connection between brands and their people and establish a relationship that is based on cooperation and communication.
In challenging times like these, creating a vibrant brand community seems to be the best strategy to increase collective involvement and drive climate action.
Consumerism out, Humanism in
A new dawn is here: no more ‘selling to’, let’s be ‘doing with’
Check out our sustainability models!
