What Can Brands and Retailers do to Incentivize the Move to Carbon Neutral?

History has taught us that as humans, we respond well to positive learning and have the capacity for change. While fear-driven strategies like fines and penalties can create impact and change, it is simply not sustainable if we don't explain the ‘why’. It’s like a diet - if you don't see a long-term goal, such as the benefits to your health and life, it will not last.

Whether children or adults, we have a responsibility, and brands no less, to educate and support this vital effort for climate change. People must understand how making changes can not only help the planet but directly improve their own lives and the lives of future generations.

Speak to someone volunteering their time to a charity and ask what keeps them going. You’ll find that, as much as they are creating a positive impact on the lives of others or a meaningful cause, they feel good about it themselves. Altruism is ultimately a selfish act when understanding it from the slant of positive psychology, so let’s all jump on board.

Brands Must Incentivize For Positive Action

We often get lost in the loudest messaging: ‘Don’t use straws’ or ‘Don't use plastic bags’ but over time, every act we do creates a cumulative impact. Brands must consider incentives for positive action. Personally, the only real reward I get is when I take my coffee cup up for filling or don’t get levied extra charges for bringing my bags to the supermarket. While some campaigns offer a discount when you bring in clothes for recycling to a store, it is usually applied to new clothes. More innovative campaigns to educate and support consumers would be a great benefit. We need to get creative.

Personalise Action

I personally feel frustrated that my airline will champion itself when I give my loose forex on a flight. Why should my donation be in someone else’s name? Why not make this whole experience more personal and offer ways to do that? For example, how about a tree planting scheme where we can have a tree planted in our name or dedicated to a loved one?

David & Goliath

Small businesses are often swifter in the moves to carbon neutrality, yet they get eaten up by the big corporations. How can our bigger businesses showcase, support, and champion the smaller companies on the ground and in turn, create a greater sense of community? During the pandemic, we saw the power of ‘support local’ and the same can be as powerful here. Collaboration, for example, could see a gift with each purchase that allows you to sample a local eco brand. Social media allows us to connect in so many ways now, so whether it’s on the shop floor or virtually, there is a huge power of collaboration.

Champion Better Behavior

A stark reality is that the less wealthy usually rely on less eco-friendly options. For example, we know it is more friendly to collect orders from a pickup point than for a delivery service, but which do we choose? We need to find ways to support busy individuals in a way they can find sustainable solutions that fit our modern lifestyles.

Moving Into Tomorrow

The fact is, not all of us know how to do this. Each of us is a potential teacher, so share what you’re doing and your learnings by swapping tips because when we work together as a community, we grow stronger and wiser. Join local groups, in real life and online, and organize gatherings to swap clothes or clean your local beach. We can all do something, and it’s only in collective action we can make impactful change.