“Science Moms” Take on the Marketing of Climate Change Science

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An argument can be made the climate crisis is, in large part, a marketing problem. While “97 percent of climate scientists agree that human-caused climate change is happening” (What We Know), many Americans still question whether climate change is real. Even those that acknowledge a problem, often fail to take personal actions that will limit their impact on the planet. This raises the question – what can be done?

This article, “How can we get more people to care about the climate crisis?” (Fast Company, October 11, 2021) suggests the solutions may be related to the messaging (Promotion) and audience (target market). The article provides some historical examples that show how people’s minds can be changed to focus on an important social issue. It also identifies some groups trying to make a difference, including “Science Moms” whose campaign is gaining traction. See example video below…

Why do some brands discourage customers from buying more of them?

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This is a fascinating trend. I first noticed this with Patagonia. The clothing brand that encourages people to keep their clothes longer (recall the “Don’t Buy This Jacket” campaign). REI is on board with the “Good & Used” section of its online retail site – and in our local store. These choices seem to be a good fit with the sustainable positioning of these two brands. But more recently, I am seeing other clothing brands step into the used gear space. One example is Adidas, which has partnered with ThredUp to help customers resell used footwear.

These examples might stimulate discussion about consumerism (Chapter 19), retailing (Chapter 12), or reverse channels (Chapter 10). It also begs the question about why companies would do this? Does Adidas have the same motivations as Patagonia or REI? Does this help the company sell more new clothing – while also making money on used gear (perhaps appealing to a clientele that cannot afford these products new)? Is it all about positioning the brand as caring about the environment?

Seattle’s Zero-Emissions Last-Mile Delivery Hub

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Earlier this month, the United Nations’ Intergovernmental Panel on Climate Change issued its latest report on the climate. It was not encouraging and clearly points to the need for the world to limit carbon emissions. Many cities and businesses are stepping already trying to do just that.

One opportunity for lowering emissions is the so-called “last mile” for online retail. This is the delivery to customers’ homes and businesses. This is seen as lower hanging fruit. So the city of Seattle is experimenting with some low-cost options, including cargo bikes, electric vehicles and pallets, and food trucks. This opportunity is leading to some innovation around delivery.

This Fast Company article describes “Seattle’s new zero-emissions delivery hub is an experiment in slashing e-commerce emissions.” This video (also shown below) describes some of that innovation. In Essentials of Marketing, we discuss innovation as a benefit of marketing (Chapter 1) and as part of new product development (Chapter 9). And of course this topic is relevant to distribution (see chapters 10, 11, and 12) Our textbook also covers sustainability in chapters 1 and 19.

A Couple of Examples of Companies Trying to Get Green (#M4BW)

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Many companies are seeking ways to lower their carbon footprint. Some, just because they want to do the right thing. Others because they want to build a better reputation with millennials. Some for both reasons. Here are a couple of short articles from Fast Company, that provide some good examples you might use in your class.

The title of the first one gives the top level overview, “Coke’s newest bottle is made from paper“. Consumer throw away millions of plastic Coke bottles every year. Is this a practical and environmentally friendly solution?

As you probably know, eating a more plant based diet might not be healthier just for you — but also for the planet. So a company like Sweetgreen (a restaurant chain focused on salads) is already ahead of the game. It is leaning into that with other efforts to lower its emissions. Read more in “How Sweetgreen plans to cut its carbon footprint in half in the next 6 years.”

 

He brought socially conscious change to Volvo without hurting profits, and challenges other CEOs to do the same (#M4BW)

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Another #M4BW (Marketing for a Better World) Monday post. Out of the World Economic Forum, former Volvo CEO Pehr Gyllenhammar wrote this op-ed at CNN Business, “I brought socially conscious change to Volvo without hurting profits. Other CEOs cab do the same,” (January 22, 2020). I hope that headline alone lures you into the article and a discussion with your students.