Climate inaction
The lead-up to COP27 in Egypt was marked by a series of protests in the host nation and around the world, and although each one differed in the form of action – from convention marches to (attempted) art vandalism and motorway blockades – there was a unified underlying sentiment. For most activists and a growing portion of the general public, governments and businesses simply aren’t doing enough to address the biggest threat facing humanity. The lack of substantial progress at the climate summit has reinforced a sense of pessimism around corporate and governmental proclamations, with Greta Thunberg speaking for many when she said: “The COPs are mainly used as an opportunity for leaders and people in power to get attention, using many different kinds of greenwashing.” While the week-long event ended with an agreement to set up a ‘loss and damage’ fund for vulnerable developing nations (an idea supported by 49% of Britons and 53% of Americans), the perceived compromises to protect the fossil fuel industry have left many observers underwhelmed and concerned about the future. So, faced with a leadership vacuum, how can brands help people feel empowered to tackle the climate crisis? McCain, for one, is offering accessible education via Roblox to cultivate a greener world. Meanwhile, Google tweaked Maps to provide everyday eco nudges and prompt mass action. And Patagonia’s business restructuring exemplifies how brands may shake off consumer cynicism. Making the effort to find a brand-appropriate iteration of climate action is worth it – for your audience and your business.
