Africa , this presents a unique opportunity to reassess core competencies and explore avenues to positively impact climate change . An example is a cosmetics company in Africa that responded to the Covid-19 pandemic by repurposing its manufacturing facilities to produce essential hygiene products like hand sanitizer . Similarly , in response to the ongoing conflicts in various regions of Africa , a financial services company facilitated relief efforts by developing an app that guided displaced individuals to safe locations and resources for resettlement .
Place : Brand Action in Critical Locations
Disasters have the potential to disrupt a brand ' s presence in specific African regions , but they also present opportunities for brands to extend their reach into new territories . Consider the response of African brands to crises like natural disasters or conflicts , akin to the example of Walmart ' s aid delivery following Hurricane Katrina .
African brands , although rarely perceived as heroes in consumers ' lives , can make significant impacts through their actions during times of need . Communication efforts should be centered on serving communities and addressing critical needs , rather than solely focusing on brand promotion .
Incorporating the concept of place into heritage narratives is essential for African brands , but it ' s equally crucial for them to remain connected to the realities of the world around them . During disasters , maintaining this connection becomes even more critical , as it helps build and sustain consumer trust . For example , when a disaster strikes a region where an African brand operates , the brand ' s response should be grounded in the understanding of the local impact on people and assets .
The decision to stay or relocate during crises in Africa is complex and multifaceted . African brands must carefully weigh the potential suffering caused by their departure against the benefits of staying and providing support to affected communities . For instance , in the context of conflicts such as the ongoing crisis in various African regions , the decision to remain present and offer assistance can have significant humanitarian implications .
Overall , African brands have a unique opportunity to demonstrate their commitment to serving communities and addressing critical needs during times of crisis , ultimately strengthening their connections with consumers and building trust .
Promotion : |
Communicating |
Climate |
Stories |
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If the first three Ps represent shortterm responses , promotion embodies the long-term strategy of telling climate stories . While most companies feel comfortable discussing emissions reduction ( mitigation ), there ' s hesitancy in addressing adaptation - preparing for the consequences of inevitable climate change , such as recent heatwaves . Brands fear that emphasizing adaptation might be perceived as conceding failure in mitigation efforts .
In a climate where there ' s resistance from conservative factions and increased scrutiny on greenwashing , it ' s understandable that brands might avoid adaptation narratives . However , remaining silent on adaptation during a climate crisis is equally irresponsible . The right approach lies in striking a balance . We ' re living in a pivotal moment where technological advancements offer hope , yet emissions remain alarmingly high . A balanced message acknowledges the challenges while emphasizing the potential for positive action .
Many in the marketing community argue that the fundamentals of marketing remain unchanged . However , the context has evolved . 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 .
Botswana based Kevin Mofokeng is the founding director of KM Wealth Group , a freelance Digital PR Strategist and a Columnist at The Bulrushes . He focuses his writings on developmental issues affecting Africa . You can commune with him via email at : Kevmofokeng @ gmail . com .