As marketers, we hold both a significant responsibility and an incredible opportunity to influence change. 🌍
In my latest piece for Campaign Middle East, I talk about the role marketing plays in tackling the climate crisis. Marketing is what shapes consumer behavior and drives production, but how do we shift from promoting endless consumption—the very thing we’re often tasked with—to advocating for more conscious, sustainable living?
Each year seems to set a new record as the hottest on Earth, a clear signal of the growing climate crisis. Consumerism and the practices of many brands are key contributors to these challenges, making it essential for businesses to prioritise sustainability at every level.
Marketing, at its technical heart, revolves around shaping consumer behaviour, driving consumption and managing production. This makes marketers key players in rewriting the rules of engagement –shifting the focus from unbridled consumption to promoting conscious and responsible use of resources. Embracing this shift means taking marketing beyond creating more demand to transforming brands into genuine advocates for a sustainable future.
Predictions for 2025 and beyond
At the nexus of technology, AI and creativity, groundbreaking solutions are emerging to tackle environmental challenges and, with these, marketers can help shape a new breed of conscious consumers. Here are some examples:
Bio-engineered materials
In 2025, products will no longer rely solely on finite natural resources. Materials grown in labs will increasingly replace traditional options, reducing environmental strain while opening new possibilities for design and durability. Think lab-grown diamonds which proved to be as precious as natural ones.
Carbon-positive product design
Moving beyond neutrality, companies are slowly but surely adopting processes that give back to the planet more than they take. Every product becomes an opportunity to restore balance, turning sustainability into a competitive edge. We see this trend rising in building materials, interior design and packaging.
Circular subscription models
Subscription models are becoming more prevalent, allowing consumers to use and return products, enabling businesses to recycle, refurbish and redistribute efficiently. Ikea and Lego are among the pioneering brands that adopted these models.
Energy-independent operations
Companies are intensifying their commitment to use renewable sources in order to power facilities, using alternative energy. In the year ahead, we will see more and more self-sufficient energy systems redefining operations. Google has committed to running entirely on carbon-free energy by 2030, integrating on-site renewable energy solutions across all its global data centres. This trend will be on the rise not only in tech, but in telecoms, media and banking.
Read the full article below to see the trends I think will shape sustainability in 2025 and my take on how brands can authentically move past merely creating demand and become genuine advocates for a sustainable future.
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