COP26, and the worsening climate crisis it focuses on, are fast approaching. With experts and conference attendees saying that this really is our last chance, it has fallen upon individuals as well as brands to take real action.
As we start the countdown to the 26th UN Climate Change Conference in Glasgow, experts have warned that we’re now entering a last chance saloon for the climate. To put a stop to rising global temperatures, protect natural habitats and communities, world powers are being asked to be more ambitious in their climate targets.
It’s also hoped that the conference and associated awareness campaigns, like this series of informative films by Channel 4, will make businesses and individuals aware of the urgency of the crisis. Indeed, some big brands have already recognised the problem and are making real changes to influence their employees’ and customers’ behaviours for the better.
Royals lead the charge.
When it comes to big global players, there’s few bigger than the Royal Family. Prince William has used his influence to launch the inaugural Earthshot Prize. Created to recognise changemakers and innovators who are tackling some of the world’s biggest climate challenges, the launch saw celebrities and A-listers mingle with climate experts, inventors and scientists.
As well as recognising the hard work of climate innovators, the Earthshot Prize drew public awareness to the importance of collective action and approaching the crisis with optimism.
Similarly, to this event and the upcoming COP26 conference, large brands have tried to inspire their employees and customers to take action by making changes to their own processes and highlighting them through effective marketing campaigns.
To highlight their Plan for Change climate commitments, McDonald’s has just launched their ‘Change a little, Change a lot’ campaign. The objectives that McDonald’s highlights through their campaign include:
• Achieving Net Zero carbon across all their restaurants and offices by 2030.
• Helping one million people into training or work by 2030.
• Manufacturing all customer packaging from renewable, recycled, or certified sources by 2024.
• Sourcing sustainable, quality ingredients and supporting farmers and suppliers.
As well as committing to these changes in their internal processes, the campaign uses celebrities and influencers to educate and inform the public about how they can also take steps towards reducing their carbon impact. By connecting to their audience through relevant channels in an engaging way, McDonald’s are effectively increasing awareness and encouraging small behavioural changes that can make a real long-term difference.
Ikea champions frugality.
Ikea has long been a champion of sustainability. Taking inspiration from their founder Ingvar Kamprad (who famously said “No method is more effective than the good example”) Ikea’s recent campaign demonstrates positive environmental behaviours directly to their customers.
Titled ‘Fortune Favours the Frugal’, the campaign promotes the benefits of ‘green living’ to its customers and highlights the brand’s commitment to creating a circular economy. Whether it’s using paper straws or drying clothes on a rack rather than in a machine, the campaign demonstrates how Ikea products can help customers to behave more sustainably.
By creating this ‘good example’ Ikea show how their brand and products are leading the way in sustainable living and bringing their employees and customers along with them.
Nike makes moves.
You might understand the climate impact on the economy, society and politics, but what about sport? To highlight the impact of environmental change on athletes and sport, Nike launched their Move to Zero campaign. As well as making their commitments to achieving zero carbon and zero waste within their own business, Nike’s wider objective is to motivate collective action ‘through collective education’.
What started as an exhibition event in New York has turned into a long-term content campaign that includes podcast discussions, informative videos and digital reports. This means that, alongside its internal sustainable commitments and eco-friendly products, Nike is making real strides to influence and encourage more environmentally positive customer behaviours.
Brand changes for good.
Here at designmc, we understand that brands have the power to inspire positive change. By creating effective marketing campaigns that are aligned with true environmental commitments, global brands have prompted collective action amongst their employees and customers.
By making environmental commitments and changing their business processes to meet them, brands also have an opportunity to re-evaluate themselves and what they stand for.
Brand identity, internal cultures and even the services and products you offer will all be impacted by the move towards greater sustainability. Nike’s new eco-friendly shoe ranges and McDonald’s shift from fast-food business to climate change educator are just two examples of this. Similarly, consumers’ choices and lives will also be affected as we collectively try to live without negatively impacting our planet.
Whether you want to promote your sustainable commitments internally or encourage your customers to make positive behavioural changes, we can help you to develop and deliver a creative communication strategy. Get in touch with our friendly team of experts and together we can motivate everyone to make a positive change.