Manage episode 274397265 series 1250878
Most companies and consumers know they should fight against climate change and want to make a difference, they just don’t know how.
With carbon emissions increasing across the globe, it can feel overwhelming to make a difference. Companies don’t know how to start or even if their efforts will pay off and actually have an impact.
Austin Whitman is founder and CEO of Climate Neutral, a non-profit organization that makes it simple for companies to track and offset their carbon emissions and certifies companies that are actively working to reduce their carbon emissions. The goal is to provide companies a turn-key addition to their sustainability work and to start conversations with consumers about climate change.
Whitman believes that the fight against carbon emissions is improved when companies involve customers in their eco-friendly initiatives. Not only does it empower customers, but it also creates a powerful partnership for good. Here are three ways to connect with customers on climate change:
- Make it simple for customers to make a difference. Modern consumers are overwhelmed by choices. Many consumers want to make responsible choices but simply don’t know how. Climate Neutral makes it easy for customers to purchase the most eco-friendly products. Companies that have gone through the certification process can put a label on their products to show customers their products are fighting against climate change. When customers are faced with options of products to buy, they can simply choose the product with the Climate Neutral symbol and know they are making the best choice. The goal of companies should always be to make customers’ lives easier, especially when it comes to making sustainable choices.
- Show customers change is possible. Whitman says it’s powerful when brands engage with their customers on climate change. Brands need to show consumers that fighting against climate change can lead to real results. Show customers that brands can still deliver high-quality items while reducing their carbon emissions. Focus on what’s achievable. Many consumers are hesitant to make eco-friendly purchases because they don’t want to change from their favorite products or dramatically alter their lives. But when brands showcase that progress can happen without taking away products and quality customers enjoy, it can lead to real change.
- Offer optimistic solutions. Instead of using scare tactics to engage customers in the fight against climate change, brands should stay hopeful and optimistic. The key is to start a conversation and provide solutions instead of just highlighting the problems. Many consumers feel they’re on their own to make the best decisions to limit their carbon footprints. Show them that it’s a collaboration between brands and customers and that together, we can all make progress.
Climate change is a real problem for our world, but customers and companies can make a positive difference when they work together. Climate Neutral shows organizations that it’s possible to take a real stand against carbon emissions. When brands involve their customers in the conversation and action, the movement becomes even more powerful.
Blake Morgan is a customer experience futurist, keynote speaker and author of the bestselling book The Customer Of The Future. Sign up for her new course here. For regular updates on customer experience, sign up for her weekly newsletter here.