{"id":1123,"date":"2021-06-28T08:00:07","date_gmt":"2021-06-28T12:00:07","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/06\/28\/5-ways-brands-can-play-a-central-role-in-the-fight-to-save-the-planet\/"},"modified":"2021-06-28T08:00:07","modified_gmt":"2021-06-28T12:00:07","slug":"5-ways-brands-can-play-a-central-role-in-the-fight-to-save-the-planet","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/5-ways-brands-can-play-a-central-role-in-the-fight-to-save-the-planet\/1123\/","title":{"rendered":"5 Ways Brands Can Play A Central Role In The Fight To Save The Planet"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Guy Hayward, F&#038;B Global CEO<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With the pandemic fading from headlines in much of the U.S., many consumers are turning their attention to another crisis: climate change. According to a recent <a href=\"https:\/\/intelligence.wundermanthompson.com\/trend-reports\/regeneration-rising-sustainability-futures\/\">survey<\/a> of more than 3,000 people in the U.S., the U.K. and China, more than 80% of consumers now expect businesses to \u201cplay their part\u201d in solving client and social issues.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Addressing climate change is one of the basic human needs that successful businesses of the future will find a way to address. We already see it happening with electric vehicle brands like Tesla and Polestar, food brands like Oatly and Impossible Foods, and renewable energy forms like Vattenfall in Europe and Ecotricity in the U.K.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The world needs sustainable businesses to succeed \u2014 and for that to happen, they must have the most successful brands. Simply coming up with environmentally friendly products isn\u2019t enough. You have to make consumers feel as if, by buying what you sell, they\u2019re a part of the solution, too. Here\u2019s how to make that happen.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n<h4 class=\"wp-block-heading\"><\/h4>\n<h4 class=\"wp-block-heading\"><strong>Lead with brand, not with sustainability<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Having a powerful brand inspires the emotional connection that helps people make the leap to new choices and behaviors. Once consumers trust your brand, they\u2019re more likely to value what you say about your plant-based product or electronic vehicle. For many people, that\u2019s the case with Tesla.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That said, even if you have a great brand, it\u2019s important to understand that the sustainability message has more layers than just, \u201cThis car is electric.\u201d Consumers are increasingly sophisticated and want to know how you\u2019ll dispose of the battery and other materials used in production, what energy is required to produce it and how you\u2019re handling carbon emissions.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Amplify the cool factor to drive home the message<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Planet-friendly brands can intertwine their product and mission in a symbiosis that\u2019s hip, effortless, and attractive. Oat milk doesn\u2019t have much of an intrinsic cool factor, but what if an athlete woke up, made his morning smoothie with Oatly and headed out into the world he\u2019s hoping to save? A tone of voice and a daring mission can make for a whole different story.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Cut the guilt and be direct<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Imagine a man or woman who might not look like the type to go meatless saying plainly, &#8220;I love burgers. I love the planet. IMPOSSIBLE? I think not.&#8221; A straightforward approach like this is always much more effective than one that makes consumers feel guilty about all of the carbon emissions they\u2019ve generated since breakfast.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Show them it works in real life<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Many consumers fear that using greener products will be inconvenient or make them stand out when they want to blend in. If you\u2019re selling an electric vehicle, taking a similar approach to traditional car commercials\u2014where an everyday person pulls up to the pump and chats with the attendant before continuing on their way\u2014can go a long way to \u201cnormalize\u201d the idea of driving one.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Let them meet the people behind the products<\/strong><\/h4>\n<p class=\"wp-block-paragraph\">Consumers love seeing who\u2019s making and selling what\u2019s being advertised. Sustainable brands can gain a lot of credibility and likeability by putting their people out front. If you\u2019re tempted to tell everyone you\u2019re saving the world, take a page from electric truck maker Rivian (which is poised to compete with Ford\u2019s electric F150s) and <a href=\"https:\/\/rivian.com\/our-company\">let your people say it for you instead<\/a>. It\u2019s a lot more credible\u2014and it\u2019ll help you achieve your mission faster.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Addressing climate change is one of the basic human needs that successful businesses of the future will find a way to address. The world needs sustainable businesses to succeed \u2014 and for that to happen, they must have the most successful brands.<\/p>\n","protected":false},"author":7,"featured_media":1124,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1123","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Ways Brands Can Play A Central Role In The Fight To Save The Planet | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/5-ways-brands-can-play-a-central-role-in-the-fight-to-save-the-planet\/1123\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Ways Brands Can Play A Central Role In The Fight To Save The Planet\" \/>\n<meta property=\"og:description\" content=\"Addressing climate change is one of the basic human needs that successful businesses of the future will find a way to address. 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