Have consumers fallen out of love with the ‘climate change’ brand? According to experts, you bet your ass they have.
As it turns out, all the shock and danger that once surrounded the environmental label have fallen flat on the public’s ears, and according to the ABC, its marketing strategy needs a real kick up the butt if it’s going to get people back on side.
Mr Smith creative partner Brendon Guthrie said consumers are sick of hearing about how they’re causing the problem.
“We want to be a part of a solution as opposed to being consistently presented with the problem and the fact that everything we’re doing is wrong,” he told the ABC.
“As far as the bigger problems are concerned like the future of life on the planet, I think the bigger you make the catastrophe, the less likely people are to think they can do anything meaningful about it and so the tendency there is to throw up your hands and say ‘well what can I do, bugger it’.”
Guthrie was previously involved with everyone’s favourite love story “Rhonda and Ketut” and AAMI car insurance marketing.
“AAMI is a very good example of a company that uses a light touch to sell what is essentially fear,” Guthrie said.
“That’s the basis of the whole insurance proposition, you are for a very practical reason, capitalising on people’s fear that something might happen that they can’t afford to fix, therefore you pay insurance against that.
“That’s where the climate change lobby and the environmental lobby could probably take a leaf out of their book, not necessarily that you have to use humour, but it shows that you can take a negative and sell it in a positive way and actually make people feel good about it.”
Guthrie’s tips include targeting various audiences, understanding that everyone will always put their own welfare first, as well as keeping in mind the mass power of younger generations.
Climate change and communications expert at The World Bank, Max Thabiso Edkins is involved with the Climate4Change campaign, which he says aims to make the issue as “novel and entertaining as possible”.
“I think in our current interconnected world where we’re all sitting online and are all connected through cell phones and computers, social media is a really useful tool, and as is multimedia, so using video and sound as [a] means to relay messages is super important,” he told the ABC.
“The climate messages should be incorporated in all means available, so this is also one of the major discussions with the film industry, is that films should be carrying residual climate solutions within the narration, as well as the challenges that climate change creates.”