In a world where Kim Kardashian’s SKIMS launch can dominate headlines with a climate change twist, consumers are left to grapple with an ever-growing cacophony of environmental messaging.
This digital noise is not just at full volume; it is a muddle of mixed signals that often leaves the audience bewildered rather than enlightened. With over two decades observing and working to improve the business sustainability landscape, I see the pressing need for change in this narrative for the sake of clarity, purpose and genuine environmental progress.
Consider the SKIMS campaign – a blend of eco-consciousness with fashion innovation and presented with a touch of humour.
“The sea levels are rising, the ice sheets are shrinking, and I’m not a scientist, but I do believe everyone can use their skill set to do their part. That’s why I’m introducing a brand-new bra with a built-in nipple. So no matter how hot it is, you’ll always look cold,” said Kardashian, co-founder of SKIMS which was valued at $4billion after the latest funding round.
The introduction of a “nipple bra” juxtaposed with climate change facts was intended to be eye-catching. However, this left many questioning the sincerity and the impact of such a message. The resulting uproar from climate activists and commentators highlighted a broader issue: the struggle to balance trendiness with genuine sustainability concerns in a way that is meaningful and impactful.
This confusion is compounded by the relentless digital marketing machine. Latest research by Gumtree underscores a startling reality: consumers face pressure to keep up with the relentless pace of trends, bombarded by an average of ten brand alerts per week which often lead to regretted purchases. Such purchasing behaviour, driven by the fear of missing out, contributes not only to financial waste but environmental degradation – a double whammy for the conscious consumer.
Amid this we are on the brink of the peak period for shopping, as sustainability experts at Planet Mark remind us of the upcoming Black Friday sales, a period notorious for stress on our carbon footprint. They suggest brands evolve to tangible solutions: switching to electric vans, sourcing materials locally, and choosing trains over petrol vans for transport.
Dr. Rima Trofimovaite of Planet Mark says: “Black Friday is an important time for shoppers and businesses alike. However, this can be a carbon intensive period with potential to negatively impact the environment. With 2023 expected to be the hottest year on record, it’s crucial for businesses to reevaluate their transport and delivery practices. Making conscious choices to reduce carbon impact can lead to a substantial difference.”
In this barrage of guidance the environmental message is clearly fragmented. The consumer is left to parse through the mixed messages of “sustainable” products, carbon-conscious shopping tips and attention-grabbing campaigns. Within this disorienting array, the core message risks getting lost: the urgent need for sustainable change.
The problem is two-fold: businesses need to commit to clear, consistent and transparent communication about their environmental efforts. Simultaneously, consumers need guidance on how to navigate these messages in order to make informed decisions that align with their values. The blend of sensationalism and sobering environmental facts does little to aid or deepen this understanding.
In the wake of Kardashian’s controversial campaign and the ensuing debate, the conversation about sustainable change is, ironically, back in the limelight. Whilst climate activists hold the SKIMS brand to account, it presented a flash-bulb moment with millions more eyeballs confronted by climate messaging. This is what Kim Kardashian is a master of, after all; she has reached many consumers who would not perhaps typically be engaged or impacted by climate messaging. The product has a donation of 10 per cent of the proceeds from sales of the bra to nonprofit ‘One Percent for the Planet’ – some would argue this is a positive move, others that this is a brand simply ‘buying’ a environmental conscious.
The spectre of greenwashing looms large over the corporate world, with brands facing justifiable censure for overstating their environmental bonafides. Yet this climate of scrutiny, while necessary, could also have an unintended chilling effect.For some well-intentioned businesses, it has instilled a fear of misstep, paralysing them into inaction.
Caught in a dichotomy of “damned if you do, damned if you don’t,” some companies become hesitant to publicise genuine sustainability efforts and to engage consumers in the journey as they remain concerned that any claim might be perceived as overreaching.
This is our opportunity to reshape the narrative. It’s time to sift through the clamour, distill the essence of true sustainability, and present it in a way that is accessible and actionable for the consumer.
It is important to cut through the static, bring clarity to the chaos, and guide both businesses and consumers towards meaningful environmental engagement. In the end, sustainability isn’t just a trend to be marketed. Rather, it is a continuous commitment to the survival and the thriving of our planet and this requires collaboration, innovation, and above all, clear communication.
It is time to ensure the message is not simply heard but understood and acted upon. Only then can we move from confusion to clarity, from noise to action and from digital overload to sustainable outcomes.
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