We see a lot of brands leveraging the environmental crisis as an opportunity to drive sales. Many of these brands make nothing, they grow nothing, they’re just an image. Traders. And let’s face it, using a glass or metal straw doesn’t really solve the plastic ocean problem. Environmental issues are far more complex.
These brands see consumers as great at token actions but not at effective global ones. They provide pointless consumer choices. Turning customers into passive consumers of crap. This has become the dominant retail paradigm. But we cannot rely on the market to solve the big environmental problems. That the market can provide answers to things like excessive plastic, or climate breakdown is laughable – it can’t. The market is failing. It isn’t giving people a choice to be part of the solution. A big part of the problem is that people are buying blind. And it’s being driven by brands leveraging the environmental crisis.
Let’s examine the narratives brands use. The first is anxiety marketing. And you know the narrative. The world is totally stuffed. And without change, we’re stuffed too. The narrative then highlights the worse cases. The narrative incites negative and anxious feelings designed to produce rapid change. And usually, this is to buy a particular product. Turning us into passive consumers of crap.
The second approach of brands leveraging the environmental crisis is empowerment marketing. A more positive narrative that empowers consumers to make a positive change. But what is missing in these narratives is a consideration of the wider environmental issues. For example, the singular focus on plastic waste is fast becoming a distraction from the bigger issue. The need to attack climate change. Also missing in this narrative is empowering everybody with the notion they need not consume so much.
But let’s face it. Indochine Natural is part of the problem. But we are not into brands leveraging the environmental crisis. We make skin and hair care in plastic bottles and encourage consumers to purchase. We prefer empowerment marketing. We believe that a small act can go a long way. But we will not leverage environmental issues to drive sales. We are quietly working in the background to address environmental issues. When we have solutions, we will let you know.
We like to focus on the wider issues. Empower consumers to think more broadly. To question. Check out our blog posts: