Isn’t it ironic to say that brands can ACTUALLY save the world considering they actively contribute to the current state of it with problems like climate change, pollution, diminishing resources etc.
Coming to think of it what are Brands essentially?? Brands are messages wrapped in an entertaining way. They have a powerful voice that transcends borders, gender, age and whatever that comes in between. Corporates behind brands are always trying to convey the big picture- the big change they want to see. It is the Nikes that challenges you to ‘Just Do it’, the Apples’s want you to ‘think different’ while De Beers have almost convinced you that ‘Diamonds are forever’ and so is your bond with your spouse! But it is these very corporates that also satisfy needs, innovate and also inspire the individual. Like ‘Save the Children; charity leaves a mark when it says ‘No Child Born to Die’ !
Brands are certainly powerful to a great extent as they are known to influence behavior. Brand is an idea that you stand for, this is what attracts people to it and keeps them loyal. Brands bring people together, helps build communities. Time and time again there have been stories of people coming together as a result of a powerful branding message creating a purpose that has had far reaching effects.
Levi’s for example found out that more than half of the amount of water and energy used over the lifetime of a pair of jeans came from how it was washed and dried. This promoted the company to start sewing a ‘care for the planet’ tag to generate awareness about washing cold, lining dry and finally donating to charity.
It is brands like these that communicate the idea of creating a better planet one step at a time. Brands often have a job to find commonality, varied interests and shared values. It makes one feel like really making a difference for the better when brands like Adidas say ‘Impossible is nothing’. Encouraging those who are crazy enough to believe they can make a difference, are the ones that do.
So although there is a long way to go, brands can certainly help in influencing people to change their thinking , equip them with ideas to act differently and ultimately save the planet.