Climate change is sadly an increasingly palpable reality that only those who strive to walk with a blindfold firmly attached to their eyes are unable to see. For a long time the brands looked the other way, avoided getting involved in the fight against global warming and in the worst case they sheltered themselves under the bad shadow of greenwashing to fake their alleged commitment to environmental protection in the face of the gallery.
At an absolutely crucial time for climate change such as the present one, the "greenwashing" overshadowed phariseism can cost brands that dare to bet on such a pony stratagem.
Greenwashing must be quickly exterminated by brands to give way to real activism. After all, in the fight against climate change, the border between politics and business is becoming increasingly blurred and brands must raise the banner of activism and put on the table actions (and not merely hollow words) to bring down the enemy (global warming) on the battlefield.
To free themselves from the toxic embrace of greenwashing and plant the seed of real change, brands can embrace strategies dissecting Charmian Love and Robert G. Eccles in an article for Harvard Business Review:
1. Listening to critical voices
If they really want to get involved in the fight against climate change, brands must have the courage to hear voices that confront them with more criticism than praise. This is what it has done, for example, the Body Shop, which recently invited a group of young activists to participate in a debate with the ultimate aim of reflecting on the future of the brand by 2030. As part of this debate, some participants urged the Body Shop to fully rethink the consumption model on which its business was anchored. The famous cosmetic marks had to struggle in this encounter with a whole plethora of uncomfortable truths, but it is better to know the truth than to live on its back.
It is important for brands to listen to potentially very critical (but constructive) voices and engage in conversations with such voices. The target? Identify actions susceptible to regular monitoring in which critics of course take part.
Betting on this kind of strategy brands of course take some risks. When they make progress, their critics will only be able to recognize their evolution, but they will also give them a tug of ears (publicly) when such progress shines out of their absence.
2. Acting in collaboration with others
Addressing the climate emergency requires business models ready to collaborate with a myriad of partners (also rivals). This was done in the past, for example, the British beer brand toast ale, which, on the occasion of the Glasgow Climate Summit, partnered with 24 other breweries to create a special collection of beers whose sales went entirely to environmental projects.
The fight against climate change is, after all, a struggle that affects the whole of humanity, and that is why the brands must consider the possibility of working with other players (even if they are rivals) if this ends up in the common good and translates into more ambitious actions.
3. Support employees involved in social movements
Activism is one of the most important levers of change within companies. It is precisely for this reason that Ecosia, a search engine based in Berlin, pays for the legal advice of those employees who are arrested by the police in acts of civil disobedience without violence.
Along the same lines, Finisterre, a UK clothing firm, organized a camp focused on ocean activism during the G7 Summit in the UK in June last year.
It is vital, in any case, that companies establish meritorily clear principles as to how they will seek support for their employees involved in social movements. Brands should also take the trouble to define what kind of activism they are willing to support and what kind of activism they will, on the contrary, close the doors (because they are alien to their corporate values).
4. Take a stance (and encode that posture)
One of the most powerful things that brands can do than raise their voices (publicly) about the problems that most disturb them. Laurie, a pioneer in corporate activism, has a lot of experience in these deals. And not only does it finance organizations with a focus on the environment through the holiday Works initiative, but it is not afraid to talk about issues where their positions can be controversial (for example, by boycotting advertising on Facebook).
In any event, it is essential that brands first establish absolutely pristine principles as to whether or not to advocate a specific position and whether or not to hang on to the arm of certain organisations. When defining such principles, companies must swear fidelity to their purpose so that they can speak from authenticity in its purest aspect.
5. Advocate for a change in the system
Companies can spur changes in the system by using the standards governing B Corp organizations (and even requesting certification) and by joining forces with other players to promote actions aimed at transformation and force changes in the legislation.
To promote radical changes in the system, brands must bet on actions and collaborations that are also radical in nature.
