Climate Resilience
From Heroic Acts To Strategic Solutions : The Role Of Brands In Climate Resilience
By Kevin D . Mofokeng
The recent heat waves across Europe , US and Africa were deemed " virtually impossible " without human-induced climate change , highlighting the undeniable impact of our actions on the environment . Last month , global temperatures reached unprecedented levels , prompting UN Secretary-General António Guterres to declare the arrival of a new era defined by extreme heat . While we understand the correlation between emissions and rising temperatures , the full extent of the consequences remains uncertain . Unfortunately , the reality has surpassed our expectations thus far .
For brand marketers , grappling with how to address global climate change is crucial . However , many of these marketers primarily promote products and services that either contribute to an aspirational lifestyle or enhance daily comfort and convenience . When faced with environmental disasters , the question arises : Do they truly want their brand associated with such events ?
Disasters underscore the reliance businesses have on stable supply chains and consumer markets . As the frequency and severity of floods , fires , and famines increase due to rising CO2 levels , brands involved in the production , distribution , or sale of products reliant on natural resources face not only risks but also an obligation to contribute to solutions .
Beyond this responsibility lies an opportunity for brands to support their customers in times of need . This approach , termed " disaster marketing ," involves integrating purpose , sustainability , and effective communication to generate positive impacts that resonate with people and their surroundings .
It ' s essential to differentiate disaster marketing from crisis communications . While crisis communications address internal business issues , disaster marketing addresses external world events affecting the business environment . In light of recent crises like hurricanes , the pandemic , and conflicts , this summer ' s wildfires offer an opportunity to observe notable examples of disaster marketing strategies in action .
By analyzing brands ' responses through the lens of marketing ' s traditional four Ps ( Product , Price , Place , Promotion ), we can gain insight into their approaches amid
Climate change is no longer a distant future problem ; it ' s a pressing current reality . The question is no longer if climate change will become part of a brand ' s story , but rather how , where , and when it will intersect with business reality . challenging circumstances .
Price : Climate Change ' s Impact on Consumer Finances
The concept of " climateflation " has emerged as a significant factor contributing to the current cost-of-living crisis . We are witnessing firsthand the economic repercussions of a changing climate , including infrastructure failures , disruptions in trade , resource scarcity , and asset destruction . In the short term , any disruption in the supply chain or the unavailability of key ingredients can lead to a sudden surge in prices .
The cost-of-living crisis has left many struggling to provide for their families , with a staggering 1.1 million individuals resorting to loan sharks for assistance . It ' s crucial for brands to be agile in responding to fluctuating costs and the changing purchasing power of consumers .
Product : Adapting to Climate Challenges in Africa
During crises , priorities undergo significant shifts . Non-essential desires yield to essential needs , and even those necessities can evolve into critical imperatives . For brands traditionally offering products competing with essentials like water or staple crops in Africa , it ' s vital to step aside during emergencies . This is demonstrated by a disaster readiness plan implemented by an African beverage company , which swiftly transitions its production facilities from non-essential beverages to essential supplies like clean water during crises .
For brands selling non-essential goods in
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