Our world is dramatically accelerating towards climate change crisis due to overflowing of waste dumps and carbon emissions. Global temperature has risen up to 2 degrees and it takes an insane amount of heat energy to change the temperature of the globe. The change in temperature started occurring in 1880 commonly known as pre-industrial era. According to the World Metrological Organization (WMO), year 2016-2020 have been the warmest years on record since 1880. These facts foresight a horrific picture in case the temperature of the earth is not controlled. The destruction of the ecosystem will devastate the earth by floods, earthquakes, damage to habitat, and demise of countless species as certain regions of the earth will be extremely warm and others will be extremely cold.
Although, the world at present is not completely turning a blind eye to the present harsh reality, it still needs to recognize the enormity of the situation. According to the Intergovernmental Panel on Climate Change (IPCC), in order to stabilize the carbon concentration of the atmosphere, a 60-80% reduction in fossil fuel emissions is necessary. Also, the Kyoto Protocol (1997) by the UN Framework Convention on Climate Change (UNFCCC) mandates an average of 5% freeze in carbon emission by industrialized countries. Moreover, the Paris Agreement set up a nationally determined contribution (NDC), signed up by every country in order to reduce 45% green house gas emissions by 2030. Hence, the world organizations are at work to counter climate change. However, there is the need to target the lay people of the world directly in order for every single individual to strive for saving the planet. One of the most effective and fastest methods is to market the climate change through the use of advertisements, billboards, and social media campaigns. Because, it is a tool to not only target the masses for the better cause, but also to generate revenue to a mass extent.
The need of the hour is to create an impact among people, because, unless the alarming situation is not conveyed to the common public, the world will be slow to avert the climate crisis. This should be done by the fastest available tool at hand. It is no wonder that marketing industries use environmental and geographical images to advertise products that contribute to the never ending cycle of consumerism and capitalism, which then explains the financial growth of producers as well as the benefit of availability of modern goods to consumers. On the flip side however, effective handling of capitalist schema that does not contribute to carbon emissions and green house gases is indispensable for the purpose of forestalling climate crisis.
For that to happen, there is a need to change public perception about climate change.
To shape public perception about climate urgency, corporate advertising campaigns can play a far more effective role than social media campaigns as they have particularly greater potential to change opinion. Organizations’ prospect to promote agendas can be efficient in promoting the agenda of ‘green and clean earth’. The industries need to ensure the promotion of the use of coal-fired power plants, wind farms and solar panels in the manufacturing process. The advertisement strategies related to reusing and recycling products as a viable waste reduction resource need to be adopted frequently by companies and industries. Perception rather than reality, can act a significant motivator related to recycling that can be formed through multiple channels such as mass media, social media, email marketing and paper marketing. Moreover, the end to the use of plastic, a petroleum by-product, toxic to both humans and animals, land and water, is an absolute necessity. Many industries using plastic material to pack their products need to recognize the harms of this noxious material and advertise and sell their products in glass or tin cans. Also, when it comes to plastic bags, advertising the idea of carrying cloth bags can counter this issue. Furthermore, there is a need to plant hundreds of billions of trees to mitigate the severity of global climate change. An international research team found out that 205 gigatons of carbon can be reduced by planting a trillion trees which have the capacity to reduce 25% carbon from the earth. Hence, the tourism industry can promote the idea of planting more trees for making this world clean and aesthetically pleasing to live in. When the present climate emergency will be conveyed to the people through multiple resources, individuals will be better able to take action to mitigate the climate crisis. There are many scholars working in the field of social marketing or carbon marketing.
The companies and the marketing world can either mindlessly go on thinking ‘climate change’ isn’t their problem or can mindfully participate in climate catastrophe reduction activities making this world a more carbon free world. After all, in the end people and their future generations have to live and face the calamity not the things and manufactured product. For that reason, to curtail the present climate emergency, now is the only time to act, otherwise, the future is there to regret.
Views expressed above are the author’s own.
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