It’s the burning question currently. Covid19 has tipped the scales as we all realise that mindless consumerism is no longer the way forward. Brands now need to walk the talk when it comes to impact and sustainability and they also need to formulate the right strategies with empathy. PRPOI took forward this critical topic and conversation as part of its June series, with a fiery panel comprising Priya Zutshi, Senior Manager, Corporate Communications, Mahindra Group; Girish Balachandran, Managing Partner, ON PURPOSE and Vasudha Rai, Columnist and Influencer. The freewheeling conversation gave a lot of insights on how brands need to up the ante on their premise for sustainability. Here are some pro tips from the panel:
Understand the nuances yourself!
If you are looking to counsel a brand on its impact initiatives, then be upto speed with your own understanding what the terms and mandates are. Know the difference between the ESG factors, as well as sustainability or what environmentally friendly means. As Priya Zutshi avers, “ESG criteria is today of increasing interest to companies, their investors and other stakeholders.” With growing concern about the ethical status of companies, be aware of what are the mandated guidelines for your company so you can be sure about the strategy you need to advise them on.
What is the long term Goal?
Vasudha realized the vulgarity of consumerism in her days as a magazine editor when she noticed the amount of packaging that came in with gifts. Her instagram campaign on sustainable packaging had much attention from the beauty world as well as brands who sat up and noticed that their consumers were keen for change. She however, feels that campaigns need to focus on a long term end result, and today her sustainable packaging campaign, has shifted attention to what is actually done with waste and how it can be better managed. She say, “A campaign doesn’t end with one hash tag or a few changes. You have to consider it’s end cycle and if you have achieved a long term goal from the same.”
Research Up!
Wondering where to start in terms of building a campaign? How can a mainstream brand get the best counsel from its PR agency? Priya suggests, “Its hard work. You need to speak to the manufacturing team, visit the plant, and look into the water consumption and energy conservation of a plant. It’s important for PR professionals to upskill on these points. Look for the hook in every narrative.” Vasudha also suggests that it’s very important for brands to see their strengths are and then see what impact they can make, from product led conservations to cruelty free campaigns or even a larger format like waste management. Girish suggests, “Look at the audiences that your brand addresses, and zero in on a differentiated narrative; once that is done, look for the basic human truth that everyone will connect and identify with.”
Don’t run Campaigns for the sake of it!
Girish Balachandran cautions, “Be wary of running a campaign just because a brand asked for it. Today’s public and consumers are very aware of everything and immediately see through anything that might seem like lip service.” Agrees Priya, “You need to build a conversation with a client, and make them understand it’s a long term conversation. The first thing is to get processes in place. Don’t do a marketing campaign on Day 1, but do this once it’s been in effect for a while.” She also suggests that policy changes need to be followed by brands and hence it’s good to keep an eye on them.
Can you counsel small brands to start early!
While it may seem that sustainability is the privilege of cash rich brands, it is not a bad idea to get your smaller brands to start early. Girish says, “There is less accountability currently, so it may seem that it’s the cash rich brands who can afford to do this. At times larger brands are also under the scanner with more eyes on them so they have to move faster onto this conversation.” Vasudha also believes, “Even small brands need to understand that the customer has become more informed than any expert. They understand a lot more about sustainability and they also have a place to show their understanding with the rise of social media.” She also feels that bigger brands sometimes take a longer time to implement impact initiatives and smaller brands might actually be more agile in the same.
Written By Sonali Sokal,
CEO, Intelliquo, Co-Founder PRPOI
Sonali Sokhal has prolific experience in Public Relations and Marketing ranging from luxury, lifestyle, media and entertainment, education, health, FMCG and consumer durables. Having worked with both boutique and corporate PR agencies, Sonali has a strong understanding of what goes into creating an effective PR and Brand Building campaign.
PRPOI ‘s June conversation centred around sustainability and impact. As PR Professionals and communicators, it is critical to understand conversations that impact us on a human and business level. Partnering with Roadfolk, made the most sense as it explores the idea of better living.
Media Partners: Roadfolk
Content Curators : Pooja Trehan, Sonali Sokhal and Tarunjeet Rattan
Watch the full session here: https://www.instagram.com/prpoi_india/
Week 24 June, 2021
