Not a micro issue

What’s the problem?

Last week, the Dutch national tv aired a programme on the addition of microplastics by cosmetics companies. Nothing particularly new was introduced on this topic, but it did create quite a buzz. It threw me back to an IUCN report on microplastics 5 years ago, in the aftermath of which I moderated subsequent industry stakeholder meetings, among which cosmetics companies.

The public’s surprise triggered a question: how informed are consumers on the topic? I set out to invest how knowledgeable the average consumer is on the subject. Guess what? This topic seemed to be new to a lot of consumers.

How was this possible? None of the big, international cosmetics companies wanted to respond to the journalists’ questions. One of them even responded by saying “it is not in our communications strategy to talk about microplastics”. You can imagine what this kind of response does to me: I was awestruck by such bad corporate communication.

Why is it a problem?

But my horror grew even more when listening to the industry spokesperson, who compared the microplastics issue with a spoonful of sugar added to a big jar of sugar. “We are just adding a small part to the plastic soup”.

Excuse me!? Are you serious!? Did nobody even care to tell him that nowadays you can’t get away with pointing at others? Especially when you’re an ongoing contributor to the problem. Calling out others who are also at fault (in my books anyway) sends a strong signal that you have no ambitions whatsoever to pivot towards being a part of the solution. 

Everybody knows you would rather be part of the solution then of the problem - right? Or am I so mistaken and are company comms and marketing people so afraid of talking about the challenges their companies face in becoming ever more green?

Look at all the claims on products, or award acclamations.. you wouldn’t say PR people are shy in showcasing their successes. Even when the success is only in <1% part of their business.

So how can you start being a part of the solution?

How to solve the problem

Here’s how to start pivoting:

1) Acknowledge the problem is big.

Join industry initiatives and cross-value chain coalition to build momentum and change the system. In these initiatives people share their know-how when it comes to communication around this type of pivot. By acknowledging the vastness of the problem and setting an operation in motion towards change, your company shifts towards a sustainable and thus future-proof model.

2) Admit you are not flawless, and dare to ask for help.

In my line of industry (plastic), we even hear: “It’s the consumers who throw plastic away, it’s not us”.

Really. This one doesn’t fly at all any more. Be part of the solution, not of the problem. Take responsibility and help your customers consume sustainably, they want to.

3) Involve your customers.

Instead of blaming consumers, make them ambassadors of your pivot. As a brand wanting to be an example of social responsibility, you’re going to want to have individuals championing your efforts. Your customers chose your brand because they agree with or even love what you provide. Enable them voicing this opinion to their peers.

Who can solve your problem

Microplastics are not a micro issue. There. I said it. You’re a part of the problem if you’ve ever uttered sentences like “We are just adding a small part to the plastic soup” or “It’s the consumers who throw plastic away, it’s not us”. As a company with vast communication resources, you’re in a position to be a leader in change. By acknowledging the hugeness of the problem, addressing it internally and figuring out in which areas you need support to be a part of the solution: you take the first step. 

Searious Business is happy to guide you in this process. Once your teams are up to speed and mind-shifting solutions are incorporated in your company, you can then start involving the masses that you can thank for your existence. Your customers are already your fans - give them a cause to champion and watch them become your ambassadors.