Watts Up Magazine wattsup magazine online | Page 9

Will customers in
this market ever
show preference
to brands that are
environmental
conscious
and towns clean. We have totally removed ourselves
from any responsibility whatsoever of minding our
environment!
It is no wonder then that today little connection
can be made between our dwindling forest cover,
the droughts we so often have to endure, and our
politics today. County leaders are busy sharing out
the existing forest among friends in pursuit for votes.
This is not a sustainable way to seek leadership as the
effect of cutting down trees without any serious effort
to grow new forests will be felt sooner rather than
later. Unfortunately, this is lost upon the masses.
Corporates on environment conservation
Where are the corporates on this issue of environment
and conservation? There are many corporates who
have embraced environment as part of their CSR
in recognition of its importance. A key attribute of a
good CSR program is its sustainability beyond the
enterprise’s funding. But are the effects of existing
programs being felt? Have these initiatives morphed
into something more sustainable? The high profile
functions in Nairobi have done little to trigger action
across the baseline.
This low level of engagement means that brands that
are serious about environmental conservation do
not reap the benefits that they should. It would seem
that customers do not really care whether a brand is
environmentally conscious or not. This environmental
con cern does not seem to play a role in brand value as
it seems to be outgunned by price.
This is strange given that companies continue to go
to great lengths to comprise environment as part
of their key reasons for existence! There is barely a
corporate in Kenya today worth talking about that
does not have environmental sustainability in its VMV.
For Kenyans, however, this does not seem to be a key
consideration in their purchase decisions. Is it that
they do not care about the environment or is there a
missed opportunity here?
Is it therefore beneficial to companies to support
environment causes? Will customers in this
market ever show preference to brands that are
environmental conscious. The impact of the changes
in the environment is being felt across the country.
The middle classes’ disposable income is being
decimated month by month by the effects of drought.
We really need to relate the environmental changes to
the effect on our food prices and resultant economic
impact.
People are often ready to rally behind sustainable
causes. People are ready to embrace brands with
courage. Consumers are looking for more than one
day participation in Earth Day events – they are
looking for movement makers.
Getting behind a powerful environmental event is key
for brands. What are your company’s values? How
can it get behind and align its brand with a growing
group of passionate consumers? The challenge lies
with how organizations can take advantage of their
environment message to win customers
WATTS UP MAGAZINE APR - MAY 2017
9