BLOGS & THOUGHTS

Why should brands shift from being aspirational to inspirational?

 

Digital platforms have penetrated our lives far faster than anything.The Internet has successfully  turned our existence upside down. It has revolutionized the way we communicate, to the extent that it is now our preferred medium of everyday communication. We use the Internet in almost every aspect. Ordering food, buying goods, talking to a friend, and even the activism events. The Internet is bringing culture closer to more people, making it more easily and quickly accessible; In the social effect, the information creates common knowledge of a norm. And when brands figure out something to grab the attention of their potential market, they find it makes sense to latch on. That is why, the most effective marketing was all about building an image.

 

Recent years, saving the planet has become one of the most prominent messages as our concerns about climate change and the environment have reached record highs. Ideal ecosystems clean our water, purify our air, maintain our soil, regulate the climate, recycle nutrients and provide us food. They provide raw materials and resources for medicines and other purposes. They are at the foundation of all civilisation and sustain our economies. It’s that simple: we could not live without these “ecosystem services”. They are what we call our natural capital. And the awareness about saving earth is now a part of many people’s lifestyle. 

 

 

Consumers are expecting brands to create an impact on the planet and crucially, helping people make an impact on their own lives. While the doubt still surrounds the motives and practices of big brands, it is still faring way better than the government. And when the space of hope is available, it will not be easily won. People are smart. People are always critical. They are savvy, and they know the questions to ask. And their expectations of brands are now bigger than ever.

 

There are some factors, including the shift in public perception on the need for brands to get involved in The opportunity has been there, but not many  brands are stepping up to the arena. 

 

 

 

 

As people become more interested  in campaigning for change, they want to see brands stand out and support something greater than mere business profits. And they’re willing to put their wallets where their beliefs are.

In a survey by U.S. shipping service Sendle, 57 percent of responders said climate change had somewhat or fully caused them to reassess their purchasing habits, and nearly 71 percent said they had set goals to purchase more sustainable products in 2020.

And sustainability is an important issue for consumers of all age groups, with at least 75 percent saying it is moderately to extremely important to them.

 

In addition, Forbes also released a survey that showed 87% of consumers will have a more positive image of a company that supports social or environmental issues. As well as this, 88% of consumers said they will be more loyal to a company that supports social or environmental issues and 92% will be more likely to trust a company who does this. See? Environmental campaigns are not only good for the environment, but they are good for your brand- the ultimate win win.

 

Unilever Sustainable Living Plan (USLP) was launched in 2010. USLP serves as the company’s blueprint for sustainable growth in an uncertain world by helping to drive profitable growth for its brands, save costs, and fuel innovation.

USLP sets out three big goals with varying levels of success as of 2020:

 

1. Improving Health and Well-being: Health & Hygiene and Nutrition.
2. Reducing Environmental Impact: Greenhouse Gases, Water, Waste & Packaging, Sustainable Sourcing.
3. Enhancing Livelihoods: Fairness in the Workplace, Opportunities for Women, Inclusive Business

 

Apple also commits to be 100 percent carbon neutral for its supply chain and products by 2030

Apple is providing detail on its approach to carbon neutrality with a roadmap for other companies, as industries look to reduce their impact on climate change. In its 2020 Environmental Progress Report — released today — Apple details its plans to reduce emissions by 75 percent by 2030 while developing innovative carbon removal solutions for the remaining 25 percent of its comprehensive footprint.

 

And not to mention Tesla, the heroic story of a small company founded by a few engineers in 2003 with the idea of making transportation sustainable has disrupted the entire automotive industry and is now worth over $440b – more than any other car manufacturer in the world. The key factors that drive demand for all EVs involve the cost of gasoline, the available features (all-wheel drive, sedan versus larger vehicles), availability of battery charging stations, and the appeal of the “green” movement

 

 

 

 

At the end of the day, being aspirational is no longer enough. Brands can do something more than selling. Making an impact and inspiring people to care more about the environment are somewhat doable.

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