Creating and connecting sustainable tribes
If the recent report from the IPCC did not continue to raise awareness and concern about the precarious nature of our planet then I’m not sure what will. It paints a bleak picture of human inflicted damage on the planet. Our desire for energy, wealth, progress have come at a huge cost to the environment and our fellow species.
It’s a damming indictment of our impact on our own home. But, in the report there are signs of hope. Signs of a changing mood and an increased realisation that we can only become more sustainable by working together. If we change our own individual behaviour and priorities then movement and progress is made.
We see this in evidence today. People recycle more and they try to use public transport. Vegetarianism is on the rise and diesel car sales are in decline . These are all signs of individual action beginning to have an impact.
Through individual action, the power of the tribe is created. Through the power of the tribe, businesses and governments change their own behaviour.
Changing individual behaviour and the creation of ‘mainstream’ sustainability tribes is everywhere. Not least within the unsustainable world of consumer goods.
Smart and ethical businesses such as Patagonia, Toms exist. They have for some time, linked a true desire to make a societal difference with a consumer need for branded clothing. As a direct result, these two companies have never been more recognised and successful. They also have a tremendously loyal consumer base.
They connect with the changing individual consumer focus. The moral core at the centre of their businesses has made that connection. So much so that it is now seen as critical to the success of all businesses moving forward. Result? Many businesses are now jumping on the ‘sustainability’ bandwagon.
From a commercial standpoint sustainable messaging and branding works. It offers opportunities for businesses to make a positive impact on their bottom line. But (like Patagonia and Toms) there must be a moral and ethical core at the centre of the business. One based on a shared belief to make a positive difference. If there is no belief then of course, consumers will see straight through it.
That doesn’t stop very large corporate monoliths who are the very antithesis of sustainability such as Shell, BP (green leaf logo anyone?) and British Airways. They now plough millions into sustainability advertising and looking to ‘own’ the market.
But let’s assume that you don’t have millions to spend on articulating and sharing your true purpose and desire for sustainability. You therefore need a different approach and angle. You need to look for partners that understand the sustainability space, technology and brand.
Even better, a partner that has put these three pillars at the centre of their own business. A partner that empathises.
There are a growing number of brand and tech agencies that can deliver on your needs. Obviously, Createful believe we are unique (what agency isn’t?!) because of our focus on the sustainability space. We have also worked with many businesses that share the desire to make a difference but struggle to articulate this into their brand.
Our understanding comes from believing that the future of the planet is in our hands. That even the smallest changes that we make can have an impact. It comes from understanding this;
Our awareness of our individual impact on the environment has changed our consumer behaviour. The change in consumer behaviour has changed the behaviour of businesses. The change in business behaviour will change government behaviour.
It sounds very macro. Very ambitious. Very unrealistic.
But although the IPCC report was deeply unsettling, there are signs of progress. The clues are in there. People are changing. Tribes are forming. Businesses are following.
