Commentary

Going For Maximum Impact

What do the Supreme Court’s ruling on the Defense of Marriage Act, the Arab Spring, and President Obama’s recent speech at Georgetown University -- during which he addressed climate change perhaps more forcefully than any sitting U.S. president ever has -- have in common?

Human connection.

I’m reminded of a contentious discussion I had at work last week after asking an inflammatory question: Is all charity and volunteerism aimed at something other than environmental causes by definition narcissistic? Is their something inherently self-serving about donating your time and money to near-term, close-to-home problems when those efforts could be focused more globally for the greater good? 

The mere question itself spawns an uncomfortable energy, and though after reflection I would answer the question with a “no” myself, the logic behind it is interesting. We know that news of 300 deaths in a distant land is deemed less newsworthy than three local deaths. Time and place warp our calculus, distorting our sense of responsibility. 

But there’s a change underway, and it could have a huge impact on your business: people’s horizons are quickly expanding. A belief in the concept of oneness, of interconnectedness across time and space, is becoming increasingly pervasive. Brands need to consider the impact of this shift when planning, implementing and marketing “greener” business practices. 

Most brands, large or small, tackle their environmental footprint gingerly, if at all. It’s overwhelming to think about the countless operational changes required to become more earth-friendly. Moreover, the caustic, often politicized nature of conversation around this topic causes some to shy away. But in this day and age, you are seen either as part of the environmental problem, or part of the solution. In almost every industry (travel, consumer goods, waste management), pressure continues to build for corporations to take greater responsibility for their impact. 

So what do most brands do? They start close to home, perhaps switching to a gentler fuel source or providing incentives for employees to commute using public transportation. This is only natural. The problems close in are easiest to see, easiest to address, and easiest to promote.

But as the world becomes smaller and transparency becomes greater, through increased digital communication and internet access (five billion people coming online in the next few decades), the broader world is increasingly becoming consumers’ focus. So when evaluating which initiatives to take on, brands should focus on three things:

  • What realistic action, if taken, would likely lead to the greatest net benefit for the earth globally?
  • Would this impact drive others to institute positive change, thereby multiplying the effect of my company’s impact? 
  • Can marketing the chosen action drive greater return for my company, thereby allowing me to reinvest in extending my company’s greening efforts?

If you choose your actions strategically and own your shortcomings (transparency is key), you can stand behind your accomplishments, waive your own flag, and consumers will join you. A holistic consideration of your options and their impact is an eternally defensible and, even better, promotable position. It’s a much better feeling than a marketplace that kicks you in the ribs for being shortsighted.

Next story loading loading..