In April, at the height of the COVID-19 pandemic, many people around the world were working from home. But from the inside, we all witnessed something amazing: the environment was showing signs of recovery due to a decrease in human activity. As Jennifer Morgan, executive director of Greenpeace International, wrote, "COVID-19 is an unmissable opportunity to put people and planet first." As the world learns to live with the virus and begins to move forward, we must build on this lasting momentum. A recent study found that nearly 80% of people in the US UU. And the UK say they would do as much for the climate as they did for COVID-19. Today's consumers have high expectations of brands: The 2020 Edelman Trust Barometer found three times as many people saying ethics are more important than competition when it comes to trusting companies. However, making a promise is no longer enough. According to the TrustBarometer, more than half of consumers agree that too many brands are using social issues as a marketing ploy to sell more products, seeing it as a form of trust laundering that can really hurt , instead of gaining, confidence. Campaigns alone are not enough to convince consumers that a brand can be trusted with its impact on society, the change must be embedded in the fundamental structure of the business. In our new normal, technology is becoming a force that allows us to make change from anywhere. Here are some trends that consumers and businesses should be aware of to contribute to a more sustainable future. The “digital carbon footprint” is an emerging concept that is gaining ground among environmentally conscious consumers. Every song played and every email sent adds up to an ever-increasing demand for data processing and ultimately electricity. For many, it is becoming impossible to ignore the immense environmental impact of our digital tools. In fact, The Shift Project, a non-profit organization and think tank, found that the proportion of global CO2 emissions caused by digital tools has increased by 50% since 2013 and now accounts for more emissions than the entire airline industry. . As people travel less and stay home more, we need to focus on better digital habits. It means more than just shutting down our computers when the day is done (although that's certainly part of it). It starts with purchasing energy efficient systems that meet standards like EPEAT. It's about regularly removing outdated or unused data that can become "toxic" on our devices, be they smartphones, tablets or laptops, consuming power but not being used. Downloading content instead of streaming, adjusting power settings, and even offsetting your footprint with green search engines, like Ecosia, are all convenient ways to ensure our digital habits are less.
The rise of online consumer activism
When we think of activism, we usually envision people taking to the streets to demand radical structural change, like the current Black Lives Matter movement or when Greta Thunberg launched global marches in the name of fighting climate change. . But technology opens up new avenues for people to make their voices heard on the digital highway. This is most often seen in the way consumers use their online platforms to call for the changes they want to see in our world, such as with the recent online global climate strike. As Vox reported, "buying has become a political act." And the policy of boycotting or buying a brand knows no bounds: it spans generations and demographics. But increasingly, calls for more sustainable products and packaging are rising from young voices online. Young consumers are not only putting their money where it is (54% of Gen Z are willing to spend more on a sustainable product), but they are also proactively asking for the change they want. Earlier this year, cereal company Kellogg's changed its palm oil policy to become more sustainable following a petition that garnered more than 785.000 signatures. They are far from alone: defending consumers online requires radical changes in the region, the industry and the size of the company.Why communicating lasting impact is a win-win
While people around the world are demanding that companies take action, new research shows brands aren't communicating their sustainability successes well. A new study from QuadPackaging found that while 53% of respondents said a simple sustainability rating system would affect their purchasing decisions, 92% of consumers did not notice the logos or ratings. of durability printed on the product packaging. This is a clear signal to businesses: sustainability is more than a badge, it should be part of your organization's ethics and operations. Before speaking out, companies need to look inward and make the necessary changes. For example, 155 companies, including HP, recently signed the 'Recover Better' declaration, which urges governments to align their COVID-19 recovery efforts with the latest climate science. This statement is in line with the Science Based Targets initiative (SBTi) and its 1,5°C business ambition campaign partners: the United Nations Global Compact and the We Mean Business coalition. Proactively communicating about these types of commitments is a win-win, both for companies wanting to share their successes and for customers looking for this information to support their purchasing decisions. For our company, the fact that we generated €1.6 billion in sales last year, where commitment to sustainability was a decisive factor, further demonstrates that the market is hungry for dynamism. Tech brands must be the leaders, architects and innovators of our new normal, partnering with customers and governments to make a real and lasting impact. If they don't, legislators and clients themselves will fill the leadership vacuum. The earth has told us what it needs. We now have the opportunity to not only recover from Covid-19, but to come back stronger as a planet.- George Brasher, UK & Ireland General Manager, HP Inc.