If the world has been stripped, how will we eat, will education matter? - over 2 years ago

Making the environment matter

2009/10/22

Johannesburg – Sustainability. The word conjures up images of melting ice, drowning polar bears and lip service from big business in search of do-gooder status.

In an African context, says Nomahlubi Simamane of Zanusi Brand Solutions, words that keep coming up are “genuine” and “relevance”: be genuine in the investment and make it relevant to your local community, the broader society and the world.
The starting point is getting rid of homogeneous messaging. Speaking at the Brands and Branding for Good conference, Simamane describes 80% of the population as have-nots, while 20% is composed of those in the middle and the have-lots. The have-nots are struggling to fulfil their basic needs and have difficulty relating to the polar bear problem. The challenge lies in helping community members meet their far more urgent needs.

Simamane explains that the have-lots indulge in conspicuous consumption to show off their new-found wealth. For this group, she says, self-actualisation is still elusive so the idea of doing good may appeal. Clearly the communication then needs to be different.

“You have to be sensitive to the nuances in the different parts of Africa, the countries and even among the people themselves.”
Laurika du Bois of World Wide Fund (WWF) says making connections between issues and the impact they have on people is the often the missing link. If they can understand that not taking care of our water resources is a food security issue, it becomes something that matters on a personal and practical level.
“Social and economic issues are environmental issues because if the world has been stripped, how will we eat, how will education matter?”

Are brands taking the time to find out the real issues faced by the people they want to share their vision with? The wisdom is that if communication is educational and involves people, they may get behind the issue. Brands are also encouraged to have a sustainable focus as an extension of their core function.

People are aware of many issues government cannot tackle on its own, and it’s the smart brands that try and fill the gap, according to Leslie Pascoud of Added Value.
She provides some tips: understand the company’s existing impact. Know what competitors are doing. Then find a way to communicate the message that makes sense to the brand and can easily be connected.

For example, she reports that Coca-Cola is being pressured to deliver medication throughout the continent because it has extensive routes and travels there anyway.
It’s not easy, but Pascoud speaks of business having to undergo a fundamental change if it is to genuinely deliver on what it preaches. Du Bois continues that this is what is needed: “Telling people to switch off their appliances is all good and well, but it’s not enough. The issue is not saving energy – it’s the way people are consuming, and that is not being addressed.”

People are consuming themselves out of a home and she believes unless this message is communicated, attempts at changing behaviour can only go so far. Again, if you are struggling for a meal this will be less of an issue but if you are part of the have-lots, it’s a different story.

- Fin24.com

Go Back