Why Climate Action Belongs on Your 2022 Marketing Agenda
New Years resolutions on environment action are too passive for where we stand today: combating an existential battle that is currently well underway. The 2021 United Nations Report on Climate Change duplicated the clarion call from its last report with even greater urgency: We are quickly lacking time to restrict global warming beyond 1.5 degrees Celsius over pre-industrial levels.
As 2022 kicks off, solar companies face obstacles on numerous fronts: COVID has yet to loosen its grip, and supply chain restrictions continue to vex the market as record-breaking winter storms blanket parts of the U.S., consisting of important transportation paths. When youre facing such instant issues, the climate crisis might seem like a distant hazard. But the fact is, your customers are experiencing an increasing sense that environment modification is here to stay, and theyre annoyed with the absence of a detailed, coherent action plan from both the public and personal sector.
This is where a strong marketing project comes in– one that links the truth of climate change with similarly genuine, actionable options such as rooftop solar energy, electrical cars and other sustainable, green-building items.
Photo by Markus Spiske/Unsplash
Lets begin with fortunately: Public support for climate options is growing.
American mindsets on environment have been altering, according to Climate Change in the American Mind (CCAM), a research study conducted two times yearly from 2008 through 2020 by the Yale Program for Climate Change Communication in association with George Mason University.
Americans who believe international warming is taking place outnumber those who do not by a factor of four to one.
Climate Change in the American Mind, March 2021
While geographic distinctions in viewpoint do exist, Americans are, by and large, awakening to the realities of environment modification. A bulk of Americans (64%) say they are at least “somewhat concerned” about climate modification. One in 4 Americans say they are “extremely concerned.”
And maybe most substantially, 2 out of three Americans (64%) now feel an individual sense of duty to help in reducing worldwide warming, according to researchers.
Now more than ever, Americans are ready to combat climate change with solutions that they can personally manage.
Going Local: What Do Climate Attitudes Look Like Where You Live?
Its all well and excellent to look at national popular opinion, however when it comes to American customer behavior, area matters. The Yale Public Opinion Maps offer information on the distinctions in popular opinion down to each state, county and even Congressional district. (For a much deeper dive on how American views and actions differ by political and sociodemographic factors, take a look at the CCAM Explorer tool.).
For those in the organization of sustainable products and solutions, Yales Six Americas tool (first developed in 2008, progressed annual since then) sectors the American public into six audiences that each respond to the issue of climate change in their own unique ways:
The fact is, your consumers are experiencing a rising sense that climate modification is here to stay, and theyre annoyed with the lack of a comprehensive, meaningful response plan from both the private and public sector.
While geographical differences in viewpoint do exist, Americans are, by and large, waking up to the truths of environment change. The developing attitudes of Americans towards environment suggest that a climate solution message could likewise play well. When 55% of the public is either “alarmed” or “worried” about environment modification, it begs the question: Are you presenting your message in the most engaging method to every sector of your audience?
One way to check is to utilize the Six Americas Super Short Survey as a barometer on where your audience stands on environment.
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For many years, the proportion of the public that falls into the “Alarmed” classification has increased– from 17% in 2008 to 26% today, while the number who are “Disengaged” has actually decreased. Plainly we are seeing the increase of a more climate-active public, as you can see from the graph below:.
Worldwide Warmings Six Americas is an audience division tool designed to help individuals much better comprehend their own climate views as well as others.
Moving from Climate Alarm to Adoption of Climate Solutions.
At the heart of the environment action motion is the requirement to equate the increasing concern over the climate crisis into actionable solutions.
Notably, researchers explain that while the “Alarmed” category of respondents are convinced worldwide warming is genuine and assistance strong environment policies, they do not have an equally strong understanding of what they or others can do to fix the issue.
This is why its so important to put forward a solutions-based message to the climate crisis.
For instance, till now, solar marketing projects have focused primarily on the monetary benefits of solar– and its been an efficient strategy with a certain demographic. The developing attitudes of Americans towards environment recommend that a climate option message could likewise play well. When 55% of the general public is either “alarmed” or “concerned” about climate modification, it pleads the concern: Are you providing your message in the most compelling method to every sector of your audience?
One method to inspect is to utilize the Six Americas Super Short Survey as a barometer on where your audience bases on climate. With 4 basic concerns you can sector your audience into actionable classifications. You can even gamify the tool with landing pages that assist you additional section your audience with key demographics.
All of this is to help you much better comprehend your consumers and prospects so that you can create the material theyre interested in– and the solutions they are increasingly concentrated on embracing.
For additional information on how to much better sector your audience and make environment action a key part of your 2022 marketing strategy, reach out to us at Clean Power Marketing Group
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by Nancy Edwards, Managing PartnerClean Power Marketing Group.
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