The job of marketers is to sell things, and that usually does mean THINGS. But advertising, particularly cutting-edge, digital marketers like Eyal Gutentag, have started to use their expertise to educate the public about the dangers of climate change.
Marketing Reach
Digital marketing reaches millions of consumers a day, and many of those consumers are in the Millenial demographic, a group that is becoming increasingly concerned about the climate crisis. Millennials vote with their wallets and do not hesitate to change brands if they perceive that a company is not climate savvy or willing to respond to consumer demands for more sustainable and environmentally friendly products.
Done with Small Talk
Many consumers have been taking personal steps to reduce their carbon footprint, but there is a growing attitude that says that it is time for more action from large companies, as well. Students are others are protesting through school strikes and demonstrations to let governments and corporations know they expect to see action. Digital marketers can create campaigns to highlight a company’s climate policy and let people know which corporations are making changes to products, manufacturing and policies to use less energy and produce less pollution.
Grass Roots Businesses
Many of the businesses leading the climate change efforts are small and were started through crowdfunding, a common digital marketing technique. An example of this would be companies that clean up plastic on beaches and in the sea and turn it into beads, which are then made into bracelets that are sold to consumers. Digital marketing is at the heart of efforts like this.
Digital marketing has the ability to reach many consumers daily, and that puts the industry in a good place to pass the word about the dangers of climate change and the need to start doing business differently. It’s time to stop selling stuff and start selling ideas for a cleaner, cooler planet.
