Climate resilience and the future of brand marketing-ii
View(s):As we celebrated World Environment Day with floods last week, the article focused on the rise in consumption and its effects, such as global burning (global warming has now become global burning) to sudden natural disasters, etc., coming into play in the lack of a coordinated approach and the role that marketing has to play in this. What could be done was the last question posed in the article.
There are many things to be planned and done but nothing is going to be easy and effective unless it’s a coordinated effort. What do I mean by this?
We witness a lot of companies and organisations attempting to solve climate change-related problems on their own. A number of activists are also attempting to solve problems within their own silos rather than searching for a coordinated solution. It’s important to realise that this is not a problem that can be solved on its own. For example, if the issue were about air pollution, I would clean the air; if it were about soil pollution, I would clean the soil; if it were about water pollution, I would take steps to purify the water; if the issue was about burning fossil fuels, I would install solar power to address the issue; or if the issue was about marketers’ packaging, I would introduce biodegradable packaging etc…
In order to resolve this issue, all involved parties work together using a coordinated strategy. His Excellency President Ranil Wickremasinghe, who appointed Dr. Anil Jasinghe as the head of the unit and established a centre for climate resilience, was presumably the only one who realised this. This organisation serves as the centre of all activity, providing the proper guidance and plan for carrying out coordinated actions. Nonetheless, there are numerous organisations within the government that operate independently of one another and do not exchange handshakes. Someone who can collaborate with organisations in both the public and private sectors must step up to fill this need. The greatest solution provider for this, in my opinion, would be a company that specialises in climate resilience, like Ampark.
The three stakeholder groups—Government institutions, including universities; the general public; and private sector entities—as of right now, coordinate very little or not at all. The centre of all these organisations is the president’s Climate Resilience Institute. Given that this is a global catastrophe, connecting with the rest of the globe becomes necessary with the connected hub. Consequently, an additional arm is required to fill in the gaps in the equation. If necessary to speed up the process, the worldwide community as a whole, as well as the knowledge and funds needed to carry out the plans, might be extremely important. But what if all of these initiatives and energies were directed by an independent, apolitical, and non-governmental organisation?
For the first time, a Sri Lankan-origin organisation is going to represent Sri Lanka in a climate conference thanks to Ampark and we wish them all the best to do their best to bring suitable solutions to global burning.
They plan to introduce the DCRAM model as a guide for reducing the hazards associated with climate change to the rest of the world. More than sixty countries will exchange delegates using the Dynamic Climate Resilience Adaptation Model. It is not only about floods in Sri Lanka; it is also about flash floods in Dubai, and it is not only about temperature increases in Sri Lanka but also in Nepal, beneath the Himalayan mountains. Let’s hope and pray that this works well and that everyone works together to discover answers to climate resilience. Thus, it will be too late if everyone on the planet doesn’t unite right away. Either now or never.
Therefore, brands and brand marketers need to be at the forefront of this,
a. To change the behaviors of consumers by educating and influencing them through the magic of advertising
b. To share a considerable share of their profits and marketing spend on climate resilience as it’s the safest way to find money to mitigate risks of climate change
c. To convince world leaders to join hands in fighting against climate change, not against humanity.
Therefore, in conclusion, the role of brand marketers should take a shift from being mere promoters of consumption to advocates of sustainable consumption which is the root course of all the problems that the world has faced today.
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