OnBrand'19: How can brands take a stand on the climate emergency?

Last week, thousands of ordinary people in more than 60 countries across the world engaged in acts of civil disobedience to demand governments declare a climate emergency and act accordingly. This builds on the more than six million people who participated in the global climate strikes in September.

There is clearly a demand for change, but the question now is how?

I posed this question to a panel with those at the forefront of change within agencies and brands at OnBrand conference in Amsterdam last week and walked away with five key lessons for business and brands to take a stand.

Emma Foster-Geering, Head of Sustainability at Vivobarefoot kicked off stating:

“Look, the time to go greener is gone. If your business doesn’t stand for regenerating the planet right now, you are obsolete!”

Speaking alongside Merijn Everaats Founder of BCorp Dopper and Morten Saxnaes Head of Brand Activation at Danish creative agency &Co. together we explored this new landscape and what it means going forward.

1. Companies need to change from being profit-driven to impact-driven

This August, nearly 200 CEOS from the Business Roundtable - America’s most influential business circle - stated that the purpose of business was no longer to serve profit to shareholders, but to deliver value to all stakeholders. While Amazon’s Jeff Bezos has been quick to renege; this new 'purpose' is quite a statement.

Morten endorsed this shift stating: “We’ve got it wrong for so many years; we’ve been too focussed on the short-term, instead of looking into the future. If you want a business in 20 years, we need a sustainable world. We need to move from short-term goals to long-term impact.”

Merijn Everaarts, who’s made it his life’s mission to reduce plastic waste, agreed that companies need to prioritise impact alongside - or even above - chasing profit. He said: “We have to produce less and we have to be less obsessed with profit; that’s the brave commitment we need from CEOs."

2. Bold and brave CEOS need to lead the charge

Paul Polemen, ex CEO at Unilever has said “we need bold and brave business leaders to tackle inequality and climate change.” Merijn applauded Poleman’s actions and said more CEOs need to follow in his footsteps. He said:

“The golden rule for CEOs of the future is to take the focus off shareholders and profits and shift to producing less. We need to carve a new way of doing business, and ensure every part of the supply chain has a positive impact.”  

3. Governments need to declare a climate emergency - and act accordingly

The call to action for the industry was clear, but as Morten noted, bigger and more urgent action from governments is needed too.

“We can communicate new messages, get on the streets and change our own behaviour, but governments are still lagging behind. We need governments to lead and then all brands will feel the pressure to change.”

4. Wherever you are; raise your voice and commit to action

Noting that we can't wait for a push from governments, Merijn said: "Making a change can happen on all levels. Some do it by striking and other people do it within their businesses. It is all part of the same movement; building a sustainable future.”

This was further underscored by Emma who encouraged people to raise the issue within companies that aren’t yet on the right path. She stated that “jumping ship” from businesses who aren’t stepping up, is not necessarily the best thing to do:

“If one more person sends me a message on LinkedIn and says: ‘I’ve quit my job because the business wasn’t doing enough’ I’m going to scream! Stay where you are and shake the tree!”  

5. Prepare to embrace adversity

Brands that take a stand on social, cultural and environmental issues can't expect to please everyone; and nor should they. Emma shared the recent experience of Vivobarefoot who have publicly endorsed activist group Extinction Rebellion and since received online backlash on social media.

Her response? If we’re really committed to change, and want to live by our values; this is the price to pay.

“We’re going to stay true to what we believe in and we believe in nature and restoring the planet. Therefore we’re with them [Extinction Rebellion], and if a portion of our consumer base don’t want to be with us then that’s a loss we’re going to have to take.”

Is your brand for fit the future?

Indeed we’re in a climate emergency - and if business as usual continues, our planet will not be habitable for future generations to come.

That "brave brands" win hearts and minds, and in the case of Patagonia continue to boost sales as they walk a bold line, was not mentioned, perhaps because the conversation has gone beyond this point.

Taking a personal tone, Morten shared his challenge as a father:

“I have a two-year-old son and one day he’s going to ask me what I did to make a change. It’s about looking in the mirror and making sure you’re ready to answer that question.”

With six million taking to the streets and thousands last week willingly arrested; and more than 20 agencies in Amsterdam including the ADCN declaring a climate and ecological emergency, the message is clear - we are living in uncertain times and as Greta puts it; "change is coming, whether we like it or not."

Watch the full conversation here:

As featured on The Drum.