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Do you want your brand to lead the climate debate and credibly leverage your sustainability credentials?
Special Report
Breaking through the Climate Conflict
In times of Climate Change, brand leadership should become the north-star of societal change
The world isn’t changing fast enough to slow the pace of climate change.
Issues related to the climate crisis are converging with those of brand leadership, meaning decisions are more complicated, there are more stakeholders involved and there is heightened risk overall.
We believe this convergence also creates opportunity for bold brand leadership but recognise that the path to achieving it is paved with conflicts – the competing agendas of politics; the trade-offs between business decisions; the push and pull of conflicting ideologies, priorities and ideas that divide people; confuse the masses; and generally, maintain the status quo.
But how can brands take on a challenge that influences the entire future of humankind? Where do you begin and how can you identify concrete actions that are in line with your brand and what the planet needs?
Interbrand helps companies cut through the conflicts to take a market leading stance on climate – creating brands that are good for people, planet and profit.
*Deloitte (2021)
Global brands have to take an active stance against climate change?
At the heart of the problem is conflict – between competing thoughts, feelings and actions – stalling the speed and urgency of climate-positive change.
These ‘Climate Conflicts’ live mostly on the inside of companies, governments and people. They are the trade-offs of business decisions; the competing agendas of politics; and the emotions and messiness of people’s lives that make it so hard to break through. They are the push and pull of conflicting ideologies, priorities and ideas that divide people; confuse the masses; and generally, maintain the status quo.
However, brands – as influencers of companies’, governments’ and people’s behaviors – can offer paths to break through the conflicts and create a new era of “green demand” for ideas, products and experiences that are better for business, people andn planet.
Here, Interbrand offers the beginning of how brandscan think beyond the conflicts. To break through three of the biggest underlying conflicts holding back the pace and scale of changing climate change for the better.
