As climate change’s cataclysmic date with our own humanity looms greater on the horizon, with experts predicting that we have less than 20 years to reverse or limit our own effect on the planet, consumers are becoming increasingly aware of their ability to do good by supporting “green” companies. And brands are winning consumer kudos with these climate change efforts, showing the importance of supporting the environment and of understanding consumer trends as well!
Consumers’ Climate Concerns
As every brand should be aware, consumer climate change concerns are significant. We see 5,005 articles focused on various aspects of the conversation. And industry leaders called on to help with everything from sustainable products and renewable energy sources to climate change adaptation resources.
What is driving this?
As mentioned at the Davos Climate Conference held in January, scientists have announced that we are close to several ‘tipping points’ which could accelerate global warming even more.
Prince Charles, an environmentalist himself and a speaker at the Conference concurred, saying “global warming, climate change and the devastating loss of biodiversity are the greatest threats humanity has ever faced.”
Business investment companies, such as Blackrock and Guggenheim, suggested that companies need to be financially enticed away from fossil fuels, by putting a higher price on Carbon.
And consumer sentiment around it is equal to the mentions – if not more so. We see overwhelming shifts in consumers’ thoughts and sentiments as the need for change and sustainability becomes increasingly clear.
And, contrary to popular belief, this isn’t just a Millennial or Gen Z issue – every age group is taking up the call.
Climate Change Touching All Ages
Although millennials may make up the lion’s share of folks who are concerned with the doomsday predictions, we see another surprising segment equally invested. Those ages 55-64 show an overwhelming concern for the effects of climate change on our future generations, with middle-aged adults not far behind.
And it’s all over the globe too!
We see it everywhere in the world, particularly in the United States, United Kingdom, and Australia. The last of which is perhaps even more aware of it than other countries, after the deadly fires that wiped out 1 billion animals and close to 12.35 million acres of land.
Still of the mindset that your category somehow isn’t affected by this global concern? As Dwight Schrute would say, “false.” There isn’t a category imaginable that’s immune.
Categories Touched by Climate Concerns
Though the news primarily focuses on Big Oil, Amazon, and Investment firms:
Consumers are more interested in what they’re buying, and how that relates to their everyday lives. There’s a growing concern with an individual’s carbon footprint and what s/he can do to leave the world a better place for future generations.
Businesses seeking to capitalize on this consumer sentiment would be wise to follow in the footsteps of other major brands that are doing their part to fight climate change, one carbon footprint at a time. Brands that are resonating with consumers and winning not only kudos, but sales, thanks to their very visible actions. Let’s see what they’re doing and how consumers relate.
Amazon Gets Eco-Friendly
Amazon announced last year that it would begin to transition to 80% renewable energy usage by 2024, and then to zero emissions by 2030. CEO Jeff Bezos also announced that the company would purchase 100,000 electric delivery trucks, with the first vans rolling out by next year. In addition, the retail giant recently donated $100 million to help form the Right Now Climate fund, which will tackle protecting and rebuilding forests and wetlands around the globe.
While Amazon stock initially dipped following the announcement, as news of disgruntled eco-friendly employees claimed the pledge wasn’t enough, the company has steadily gained the past six months.
Aldi is Serious About Environmental Impact
Climate is everyone’s responsibility, and Aldi transforms words into action when it comes to reducing its environmental impact. Aldi is “committed to reducing, reusing and recycling waste, increasing energy efficiency, decreasing our carbon footprint and improving our green building standards across all of our stores and operations.” And its efforts are understandably attracting notice:
A-Z of Climate Change
While Google has been Carbon Neutral for close to 12 years, its parent company, Alphabet, has been leading the technological fight against climate change. Based out of Silicon Valley, the company was ranked #1 on the Carbon Clean 200 list as the most eco-friendly corporation in 2019. Alphabet is the largest publisher of clean, renewable energy in the world.
Nike #MoveToZero Captures Consumer Love
One of the most well-known clothing and shoe companies, Nike is racing to the finish line with their #movetozero campaign. With the goal of zero Carbon and zero waste, Nike has begun using recycled materials in over three-quarters of their products, as well as sustainable cottons and blends in all clothing.
And the company has a recycling program, Nike Grind, which allows consumers to donate their old sneakers, to be turned into playground and sport surfaces around the country.
The Bottom Line
More companies are realizing the economic necessity of adopting a sustainability mindset. And as we move into the second quarter of 2020, we anticipate more brands will be inspired to pivot, wherever they find themselves right now, toward achieving a carbon-positive goal. They better – the carbon-neutral goal post has already moved!
Reach out and we’ll show you where its headed next, so you can stay ahead of the sustainability curve instead of playing catch up in something with such an important end game.