The environment has taken on an “Activism” route and anyone who is in favour of the environment has been labelled as an “Activist”. Well, if that’s the need of the hour, so be it! Recently, we’ve seen quite a lot of people have chosen not to enter the socio-political drama even by talking about these subjects. It’s not that consumers do not care about the environment, but what comes after they take a stance is something they are not prepared for. This article dwells deep into the reason why consumers have grown less environment-friendly.
Everything comes at a cost
Whether we choose to carry our own bags at the supermarket or pay extra bucks for a bag (which isn’t even polythene these days) and there comes the bone of contention. According to a recent study, a large chunk of eco-conscious consumers who try hard to cut their waste dropped to 18% in 2022 from 22% a year before. The main reason for this drop is the increasing cost of living.
What can advertising do about it?
The most that advertisers can do is raise awareness through some hard-hitting creative campaigns and win awards, maybe? On a serious note, advertising seems to be the only medium through which people are made aware of the alarming climate situations across the world.
There are numerous non-profit organizations that put their valuable time and efforts into raising awareness and updating the world on the environmental status worldwide. So, what do we do about those who couldn’t care less? There’s a reason these consumers have arrived at this stage.
Multinational giants like Nestlé and Unilever have profusely invested in sustainability to attract eco-conscious consumers, but the credibility of these brands has been questioned by various “environmental activist” outfits across the world. The environmental credentials of these organizations are at a risk and bigger concerns have eventually branched out.
Greater challenges ahead!
Imagine you are shopping for an essential grocery item and they charge you extra bucks for packaging which is supposed to be eco-friendly. You would rather order that online and pay the premium for delivery which doesn’t seem to be an eco-friendly choice either. The delivery agent has to burn that extra fuel to travel some odd 5-10 km just to deliver a product that cost 30-40 bucks. These challenges do not concern the consumer anymore. Consequentially, they demand convenience and are even ready to pay the price.
Fun Fact: A recent report suggests that eco-conscious consumers are still worth $376 billion to FMCG.
At 3 Dots Design Pvt. Ltd., we believe that every consumer has the power to change the world. Some do it by actively contributing to the economy, and some do it by contributing to the ecology. Either way, the power lies with the consumers. Being one of the best ad agencies in Pune, we constantly strive to craft continuous communications that create an impact on the world. We do it with the help of our team of experienced content writers, graphic designers, creative and strategic artists, brand and digital marketing managers who like to make a difference in their own way. If you wish to know more about who we are or what we do, please visit www.3dotsdesign.in or get in touch with us at firstname.lastname@example.org