Defining Environmental Communications
What are Environmental Communications?
Environmental communications are developed for several purposes including encouraging consumers to be more environmentally-friendly in their consumption decisions, developing awareness of environmental issues such as climate change, and providing suggestions for how people can conserve energy, consume less, and recycle.In a study of over 20,000 consumers across 5 countries, over one third of those surveyed purchased brands based on their environmental and social practices. The same study concluded that providing clear information about environmental efforts on both packaging and in marketing materials is a billion dollar opportunity for companies.
Environmental communications take many forms including blogs, advertisements (television, radio, print, and online), websites, discussion boards, social media sites such as Twitter and Facebook, and outdoor media such as the billboards and posters you see when you are waiting for the bus or train.
Who develops Environmental Communications?
A wide variety of stakeholders produce environmental communications through television, radio, magazine, and newspaper advertising, while also using emerging social media channels. These stakeholders include non-governmental organizations, corporations, companies, government institutions, among others. The following is a list of some examples:- Non-government organizations (NGOs) such as Greenpeace produce environmental communications that seek to influence consumers, policymakers and corporations by highlighting poor environmental practices and opportunities to lessen the environmental impact of people and companies.
- Greenpeace will also work with companies such as Coca-Cola and provide their endorsement when companies seek more environmentally friendly options for their products and services.
- Corporations including Starbucks provide information about their environmental initiatives, such as recycling, in their stores. Also, did you know you can get a discount if you bring in your own reusable coffee mug to any of their stores?
- Shell is another corporation that provides information about their environmental initiatives. Some industries such as the Oil and Gas industry face a lot of scrutiny for their environmental impact and must communicate how they are trying to improve the environmental impact of their operations. Think about it: Do you think it is fair and reasonable to expect industries such as mining, oil & gas, and fisheries to communicate more about their environmental efforts and responsibilities?
- In some instances, companies bring poor environmental practices within their own industry to light in their advertisements. For example, fashion designer Stella McCartney’s campaign showed fashion models leafing through huge piles of clothes that have been thrown away to demonstrate that every year, over 26 billion pounds of clothing end up in landfills.
- Government agencies and organizations such as Union Gas collaborate on initiatives such as the Cap and Trade program to help consumers find ways to be more environmentally friendly while also saving money in the process.
- Consumerism groups such as AdBusters target consumers, corporations, and policymakers with a variety of spoof ads to combat consumerism, including the development of Buy Nothing Day – a day that encourages consumers to resist any consumption of any kind.
