Extinction Rebellion is just the latest in a long line of attempts to raise awareness of humanity’s role in destroying its own planet. I believe that the real change agents for the large corporations to operate more sustainably and even play a role in fixing a dire environmental situation may be PR teams. More specifically, creative directors. Here’s why.
This month, we have seen Selfridges come out and ban palm oil from its products. This announcement follows similar noises from Iceland in recent years and points to a trend. Younger demographics in particular, who are becoming increasingly powerful in the marketplace, want to shop from brands who are socially responsible so any brand that wants to future proof its business will need to up its corporate social responsibility (CSR) game.
PRs can drive the ethical agenda
I consult part-time for one of the leading UK PR agencies with a global footprint. When creating the big idea for any prospects – be they large B2B IT suppliers or consumer-focussed vendors – the data and research always indicates the same thing: the modern brand needs to be part of the change for good. It’s what consumers want and, increasingly, expect.
Many requests for proposals (RFPs) even include CSR as a consideration. Whether it’s the environment, gender equality, LGBTQ+ issues, mental health, whatever, brands have a chance to be a force for good – so long as they have a legitimate platform to do so. Brands should learn from Gillette’s ‘Better Man’ experience and inspire change in ways that will enhance the brand rather than divide or even drive down the public’s perception of them.
Agency-side creative directors and the PRs that support them in the formation of their proposal campaign ideas have incredible persuasive power. They are the ones with their fingers on the pulse. They can influence cultural change.
Extinction Rebellion and other flag bearers for causes may create the noise, but it’s down to PRs and creative directors to articulate what the noise means for brands and how they can play a definitive role in building a better future for humanity.
PR has a role to play in making the planet a better place, so let’s make it our mission to include positive change in our proposals.