Brand communication climate crisis best spent on young people

The Dutch are becoming increasingly aware of the climate crisis. Whereas until recently only farmers were blocking the highway in protest, a broader movement now seems to be taking shape; citizens are taking to the A12 to stand up for our world. And according to Nu.nl, more and more organizations—such as Greenpeace, Aidsfonds, and the Fietsersbond—are also backing these protests. These concerns about the climate are reflected in the figures from the Consumer Behavior Monitor, an initiative of VU Amsterdam and Validators. As a brand, you really can’t ignore this anymore. In this article, you’ll learn where the opportunities lie.

The greatest concerns regarding the Earth's livability

The crisis that is most top of mind for the Dutch is the general rise in prices. One-third of the Dutch are most concerned about this. A slightly smaller proportion, 7%, are most concerned about the climate crisis. In particular, when we look at young people, we see that the climate crisis concerns them more than those aged 35 and older. 11% of young people are most concerned about the climate crisis. This percentage is significantly higher than in the 35–54 age group (4%) and among those aged 55 and older (6%). Although the climate crisis is not the top concern among the Dutch population, a large majority of Dutch people are generally very concerned about the climate crisis (56%). These concerns manifest in various ways.

Among the group that is very concerned about the climate crisis, 70% are anxious about the Earth’s habitability. Other concerns include rising sea levels caused by melting ice caps (67%), deforestation of the rainforest (63%), and plastic pollution in the oceans (58%). Concerns are not limited to nature; half of the group that is very concerned also fears that other people do not recognize the importance of changing their behavior (53%). Just under half (45%) is concerned about excessive CO2 emissions. People are least concerned about overfishing (31%), changes to our living environment (33%), and the survival of farmers in the Netherlands (34%).

Becoming more sustainable is a real challenge for many organizations, but it is becoming increasingly relevant

In addition to the protests on the A12, countless organizations are already working to become more sustainable. For example, at Unilever, we saw former CEO Paul Polman try to turn the company into a “force for good.” And that didn’t happen without a struggle; Paul Polman’s book *The Great Struggle & the Lonely Truth* details a constant battle between “money” and “the greater good.” Although organizations try to implement sustainable changes, they often run up against the traditional Anglo-Saxon model: shareholders are in charge, and processes must be as efficient and cost-effective as possible. As an organization, you’re then faced with difficult choices: do you go for the highest possible return, or do you strive for a better world? With growing concerns among young people about the climate crisis, it’s almost impossible for a brand to avoid incorporating this into its strategy.

Prof. Dr. Ir. Peeter Verlegh of Vrije Universiteit Amsterdam: “I’m surprised that I don’t see any brands speaking out about this protest. For SWOCC, I conducted research on brand activism, which showed that young people in particular appreciate this kind of support—and may even expect it from their employers. Brands can play an active role in social issues. The question I do ask myself, however, is whether Extinction Rebellion (and other organizations) are actually waiting for support from brands. I think we’re going to see a very interesting debate on this in the coming years.”

As a brand, get ready for the critical mass that’s coming

As a brand, you need to be prepared for the critical mass that’s coming, especially when it comes to young people.

Martin Leeflang, CEO of Validators: “That also seems like a sensible choice, because older target audiences are often a bit harder to reach. And once you reach them, it’s harder to teach them new behaviors. They’ve already built up many existing associations in their minds. That’s why, for example, they’re less likely to switch brands when making a purchase. This has mainly to do with brand familiarity and the associated ‘risk reduction’ . You buy the brand because you trust it and know the quality is good. This plays a much bigger role for older adults than for younger people. In addition, older adults are often the most judgmental about what is and isn’t acceptable in the world. Influencing them requires more persuasion, more touchpoints, and therefore a larger budget. So, as a brand, it takes more effort—and a long-term commitment—to influence older adults than it does to influence younger people.’

Once rising prices stabilize, there will be more room to address issues like the climate crisis. Investing in climate solutions as a company can be highly rewarding when communicating with the 18–34 age group. For many organizations, this group remains the “ideal” target audience—that is, the group that is most dynamic and open to innovation. The potential value attached to your brand is therefore greatest among young people. Additionally, this target group’s minds are still the most “malleable.” As a brand, you can achieve much more in your communications with this group because their network of associations is still being formed. Among young people for whom the climate plays a greater role, you could effectively play a role as an activist brand.

Brands are not separate from society; they are an integral part of it.

Marcel van Brenk, Partner at EY: “We are undeniably at a critical juncture in society. Increasingly, we are seeing society adopt an activist stance toward issues with significant social impact. Brands are not separate from society; they are an integral part of it. A clear understanding of the impact a brand can have on society forms the foundation of a well-considered strategy. This does not mean, however, that every brand must follow the same path. After all, not every brand is as credibly activist as, for example, Patagonia. But a well-thought-out strategy, integrated into the brand positioning, and a clear narrative that can be communicated to the market is advisable for every brand.’

This article is also available on MarketingTribune.

Would you like more information? Please contact: business@validators.nl