BY PUBLIC RELATIONS STRATEGIST: SARA LUGO
When we talk about marketing, we automatically think of communication strategies that help to promote a product or service; this is something we are very aware of since we live surrounded by messages that sell us something.
However, marketing can also help us to spread ideas and restructure functions within an organization or society. If we look closely at how the world works today, many trends, behaviors, habits, and how we develop as a society are influenced by what we see and hear in social media and traditional media.
We currently live in a consumerist and accelerated society, which due to the high demand for different products has damaged the environment, so it is important to restructure the messages we create and raise awareness in society regarding the care of our environment.
But how can marketing help in this? Marketing is in charge of creating strategies and messages that resonate with consumers to convince them which products to choose and even a lifestyle to follow and is an essential part of organizations and companies that are the point of reference for many consumers on what they consume and most importantly how they consume it.
If brands, organizations, and opinion leaders begin to restructure their marketing, and their processes toward environmental care, eventually society will follow.
Here are some examples of how leading companies are talking about caring for the environment by changing their marketing and products.
Coca-Cola launched a campaign to make its packaging biodegradable, the pollution problem led the brand to make its marketing and product more environmentally friendly to let consumers know that they are a responsible company and to join them:
Mango launched a campaign in 2021 which highlights that 79% of its garments were made with biodegradable fabrics and for this year they plan to make them 100%
Adidas launched a campaign on what it means to “being green”, the difficulties and advantages it involves and the importance it has in the world
Anheuser Busch launched a campaign highlighting its commitment to the environment by making its products more environmentally friendly.