9. The urgency of environmental responsibility

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Climate problems are not just a concern for the planet, they are already an emergency. For years, experts have been warning large nations about the need to stop the emission of polluting gases and prevent the destruction of the planet.

Companies also know that they must make commitments to the environment , not only in the discourse of green marketing , but mainly in practice, in the processes, in the essence of their business. In addition to social issues, consumers also value companies with environmental commitments.

Again, this is not something new. However, the 26th United Nations Climate Change Conference (COP26), held between October and November 2021, demonstrated that it is no longer possible to postpone measures to preserve the planet .

In the context of COP26, major advertisers around the world have accused internet giants of preventing them from spreading fake news about climate change. In October, Google had already announced that it would ban climate denial ads on its platforms, including YouTube.

In 2022, companies will therefore no longer be able to escape this issue. Sustainability is no longer just about separating recyclable waste, it is a commitment to sustainable production throughout the value chain .

In this sense, it is also a marketing effort, which ghana phone number list must convey to the consumer the values ​​that the brand defends and the message it wants to convey. You need to tell an authentic story about your commitments to the environment.

Patagonia is one of the most activist brands in this area. Environmental responsibility is part of the brand's DNA.

There are several actions in favor of the environment, from the production of video content, such as the film We The Power (which you can see below), to political measures, such as the boycott of advertising on Facebook , for spreading misinformation about climate change.

Marketing is responsible for generating value for society as a whole , not just for the company's image and profits. Therefore, social and environmental responsibility must be central to business, in a process that has been called ESG (Environmental, Social and Governance).