Inspired by a recent presentation by Faith In Nature, at the summit in Manchester by betternotstop, I got to thinking about how our relationship with nature has begun to drift away from us. We got a glimpse of its power during lockdown and seemed to rediscover a connection with nature. But have we lost our connection, now things are returning “Back to normal”? And what effect is this having on brands?
It’s true that the relationship between people and nature has a significant impact on how brands are perceived and received by consumers. The increasing awareness of the climate crisis and the desire for sustainable products has led to a shift in consumer behaviour. Many now are increasingly considering the environmental impact of their purchases. This has resulted in a growing demand for environmentally friendly and sustainable products, which has in turn influenced the way that brands operate.
For example, people are now looking for products that are made from natural, renewable, and biodegradable materials, and are avoiding products that have a negative impact on the environment, such as those made from non-renewable resources or those that have been produced using harmful chemicals. Brands that can demonstrate their commitment to sustainability and environmental considerations are more likely to be perceived favourably by all the stakeholders and are therefore more likely to be successful.
In addition, the relationship between people and nature has also influenced the way that brands communicate. Many brands are now using environmentally themed advertising campaigns to promote their products and are incorporating images of nature and wildlife into their marketing materials. This creates a positive image of the brand and its products or services. This, in turn, helps to build stronger connections with all.
However, it is important for brands to be genuine in their approach to sustainability and environmental protection. Consumers are becoming increasingly savvy and are aware of greenwashing. The way a brand communicates must be matched by its actions. The cost of getting this wrong will often result in a loss of credibility and have a negative impact on the brand’s reputation.
To ensure that their approach to sustainability is genuine, brands should take a holistic view of their operations and consider all aspects of their business, from the materials they use to the way they produce their products and services and the way they operate their facilities. They should also be transparent about their environmental impact and should provide all stakeholders with clear, concise and accurate information about the environmental impact of their products.
In conclusion, the relationship between people and nature has a significant impact on brands and the way that they communicate. Brands that can demonstrate their commitment to sustainability and environmental protection are more likely to be successful. But it is important for them to be genuine in their approach and to take a holistic view of their operations. By doing so, they can build a positive reputation, connect with all stakeholders, and contribute to a more sustainable future for People, Planet and Profit.