Even for the most ardent of skeptics, it’s becoming difficult to ignore the impact of climate change on the world around us. From steadily heating oceans to increasingly violent and unpredictable weather events, it’s clear that significant action is needed before it’s too late. The role of marketing in climate change is becoming increasingly important. But what impact do our specialist markets have on the environment, and how can they help support systemic change?
The Role of Marketing in Tackling Climate Change
The worlds of marketing and communications play vital roles in addressing climate change. Specialists hold an instrumental position in influencing stakeholders and driving change. There is significant opposition towards climate science, not just from individual cynics but also from entire markets and even governments. Organizations fighting back are seeking top professionals to support lobbying against powerful fossil fuel sectors.
Marketing and communications contribute to shaping public perception and awareness around climate change, as well as countering misinformation. Campaigns like the United Nations’ ‘Act Now’ and Greenpeace’s broader initiatives highlight the power of strategic marcomms activity to ignite action. Without the best and brightest marcomms specialists, these efforts would fail to compete with well-funded lobbying efforts from certain market sectors.
It’s not just environmental groups focusing their efforts on promoting the impact of climate change. Many FMCG organizations, particularly in the UK, have a carbon or green policy in place, forming a key part of their corporate identity. Both internal and external marketing teams play a crucial role in developing these narratives and driving transformation by integrating environmental responsibility into branding and messaging. Communications experts ensure that sustainability claims are backed by genuine action, a necessity in an era where ‘greenwashing’ is often met with widespread criticism.
Companies like Patagonia and Ikea demonstrate how strategic marketing aligned with environmental values can bolster brand loyalty and credibility. These shifts highlight the growing demand for marcomms professionals with expertise in sustainability and corporate social responsibility (CSR) from companies striving to lead the charge against climate change.
Is Marketing Contributing to Climate Change?
Developing and implementing messaging and strategies that resonate with the public isn’t the only role marcomms play in the climate crisis. It also inadvertently supports the use of plastics and other materials that contribute to environmental damage. Many have attended meetings, seminars, or conferences and received plastic puzzles, pens, binders, and more, which are generally unnecessary and add little value. This is a tangible way the marcomms industry affects the environment, with its reliance on plastic and paper causing significant damage.
Despite the shift toward digital media, the physical footprint of industries remains significant, stemming from product packaging, promotional materials, direct mail campaigns, and event merchandise. While these giveaways may support brand awareness, most end up in landfills, contributing to the climate crisis.
Beyond events, marcomms impacts the environment through product packaging, promotional merchandise, and point-of-sale displays, adding to non-biodegradable plastic waste. Terrifying statistics reveal the proliferation of microplastics worldwide, even found in newborn babies’ blood and the deepest parts of the Pacific Ocean. While marcomms plays a small role in this damage, it still contributes.
As global environmental awareness rises, the marketing industry faces scrutiny over its resource consumption and waste generation. The production and disposal of plastic generate significant greenhouse gas emissions. The industry’s reliance on paper also contributes to deforestation, impacting the UK and rainforests crucial to tackling the broader crisis.
How can marcomms change its position? The obvious answer is to reduce reliance on plastic and paper and lean more on digital alternatives. If plastics are used, ensure they’re not single-use and are designed for recycling. At a broader level, messaging needs to be strengthened to combat the rise of populist leaders who could threaten the impact of climate mitigation programs.
If you’re looking to hire a marketing or communications expert to help shape your corporate messaging, get in touch with our expert team. Read more of our blogs on LinkedIn.
