How do you see marketing and communication contributing effectively to the fight against climate change?
My general perception is that brands still have challenges integrating marketing and sustainability, as well as using their power of communication to engage consumers and increase their impact on climate change.
Brands still struggle to understand that using their power of communication to engage society in the fight against climate change can result in significant gains in reputation, value, and customer loyalty. We see a few institutional brands' sustainable campaigns mixed with their usual product advertisements. This kind of approach can be effective in direct relations with investors, but we cannot say it is an effective marketing and communication strategy to contribute against climate change.
Take a moment to appreciate this campaign video from Apple as an example. Rather than involving the consumer by educating them to behave sustainably in the category, the communication is directed at the brand itself. It is a balance with big numbers that impresses but does not mobilise society to extend it by doing its part, which is extremely important once they are an important part of the value chain. In the specific case of Apple, they could involve the consumer by giving a speech on how to recharge and use the battery sustainably, how to dispose of the product sustainably, how to make the cable last longer, etc.
If we look closely, we have the pleasure of finding some small brands that are doing very well. However, for a complete change in social behaviour, we will move much faster if we have the support of the big, well-known brands because of their power of communication together with the big influence they have on consumer behaviour.
In this sense, The Heineken group, with their project “Green Your City”, 'is leading the wave, periodically launching a couple of initiatives to engage consumers, generating conscience, and giving information that can make the society increase the impact of their actions against climate change. By doing this, they are accelerating the change and gaining a reputation not only among investors but also among the people.
In your experience, how do you identify and address greenwashing?
Greenwashing is a complex issue. Many brands lack a thorough understanding of true sustainability, opting for actions that yield impressive numbers. However, a closer look often reveals a dichotomy, with a significant portion of the company still adhering to traditional business practices.
While this may not strictly qualify as greenwashing, the outcomes of such behaviour can parallel those of a company consciously engaging in greenwashing. Instances of leveraging substantial figures, complex terminology, and jargon, alongside general claims, are indicators of a predisposition towards greenwashing. Achieving a genuinely sustainable approach requires embedding sustainability in every department.
Fortunately, various non-profit organisations diligently work to expose greenwashing practices. This assurance allows communication professionals to concentrate on developing actions that are authentically responsible and capable of fostering meaningful impact.
How do you recommend companies balance their marketing and communication strategies to accurately represent their ESG initiatives while ensuring they are not perceived as greenwashing?
Companies must actively engage consumers in their climate change strategies. True sustainability involves embracing a circular approach, and closing the loop requires the active participation of consumers. Circular practices cannot be fully achieved without involving customers. Excluding consumers from sustainable actions runs the risk of being perceived as greenwashing.
Given the current landscape, what future trends do you foresee in ESG communication, and how might companies need to adapt to avoid the pitfalls of greenwashing?
I foresee a near future where companies recognise the vital link between marketing and sustainability departments. Advertising and communications agencies guiding these companies will feature professionals well-versed in sustainability, offering inspiration and support for the shift toward sustainable marketing. A genuinely purpose-driven company that comprehends the essence of sustainability avoids the pitfalls of greenwashing. To steer clear of greenwashing, a company must wholeheartedly embrace its purpose.
