Nurturing nature and branding

Lacoste, Leopards, Penguins, Proteas, Aloe, Amarula, Nestlé, Tropica, Tiger, Sunlight, Ice, Fire, Cobras and Camels are some of the most feared, respected and celebrated symbols used by business for brand identity, inspiration, promotion and appeal.

Threats

Famous brands associate themselves with nature and environment in order to cultivate images of God's power, wildlife's appeal, fear and viciousness, and of nature's originality, uniqueness, care, reliability, strength, distinctiveness, creativity and aggression. However, it is an open secret that the production and consumption of these hugely demanded brands produce threats to the same role model - nature.

An advert by the non-profit Endangered Wildlife Trust, “Wildlife does wonders for your image”, intends reminding and encouraging companies that use the environment to promote their brands to contribute to the conservation of nature. Global warming and climate change are now the greatest long-term threat faced by humanity and planet. The amount of attention global warming and climate change are receiving currently encourages global community to start confronting their challenges and opportunities collectively, aggressively, co-operatively, decisively and passionately.

The question is, in the wake of global warming and climate change challenges that threatens the existence of famous brands' role models, how much is being done by corporate brands to stop or minimise their threats to nature?

How much can marketers contribute?

As a marketer, I ask myself how much marketers can contribute to this greatest political, economic, environmental and social threat facing the planet and its people in the 21st century.

Branding has passed a stage of pursuing commercial benefits at a cost of brand reputation, community wellness, environmental conversation and sustainable development. Today's brands have to evolve to reduce their impact on the environment, particularly global warning and climate change.

They need to limit environmental damage in the manufacturing process through use of materials that reduce emissions, waste and damage to the environment. They need to empower consumers with information on how to use their products and services and reuse items before they become waste in an environmentally sound manner. And again, brands will have to provide mechanisms for disposal of waste after use, either through consumer education, recycling initiatives or legislated initiatives.

Agree

The world's scientists, politicians, environmentalist, opinion makers and ordinary people now agree that Earth's climate and weather patterns are rapidly reaching a crisis point. Global warming and climate change do not only create problems but marketing opportunities for companies wanting to leverage the issue of the 21st century in consumer consciousness.

Brands should be thinking of their responses to their customers' question: "What are you doing to save the world from global warning?" While our marketing communications can help change public opinion on global warming and climate change, it appears that marketers have no choice but to integrate global warming and climate change into their marketing and brand promotion strategies. Marketing your brand products as green can significantly enhance a company's profile, reputation and profits.

Think again

Green marketing campaigns are becoming increasingly substantial as companies realise the impact their business is having on the environment, and consumers become more conscious of their buying habits. Those businesses which still believe that the idea of promoting their products and services as being environmentally-friendly has little impact on consumer's buying habits, please think again. So, brands, let us join world citizens at the UN's Copenhagen Climate Change Conference (7 - 18 December 2009) to confirm our good citizenship commitment.