Aligning climate strategy with marketing strategy, is it possible?

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The climate urgency is here! Recent reports from the International Panel on Climate Change (IPCC) have made clear that drastic changes are needed in all sectors to keep our planet habitable. Unfortunately, many organizations have not yet made climate strategy a priority, leaving aside a great opportunity to improve their profitability, but also to contribute to the cause, according to B The Change . This is particularly true in the digital marketing and advertising department, which seeks to promote products, services and programs every day. However, some of these tactics may be at odds with proven climate strategies. How can climate strategy be aligned with business marketing strategy? Climate strategy vs marketing strategy With few exceptions, digital marketing strategies are designed to achieve more impressions, clicks, likes, comments, views, conversations, among others.

Always more. In this context, campaigns  Luxembourg Phone Number List  that improve the above metrics are considered successful, while those that are not abandoned (such as single-use plastic) leave outdated information and data instead of properly removing them. This wasteful approach has consequences. In fact, our dysfunctional relationship with data is so ridiculous that data centers have become the digital equivalent of landfills, filled with bits and bytes we will never use or need. Additionally, sloppy data practices lead to all sorts of potential data privacy and security issues. While tactics like sustainable web design and choosing an eco-friendly web hosting provider help, however, doing these things does not automatically make the digital product or service “ sustainable .” A large amount of waste is also generated in the continuous use of a product or service.



When it comes to information and data, we have been sold the lie that everything is in the Cloud, that it is ethereal and immaterial. Digital is physical. Storing the current amount of data we have requires around 70 million servers. Each server caused the production of between one and two tons of CO2 […]». Gerry McGovern, 99% of data has been produced in the last ten years So how can we align climate strategy with digital marketing strategy? The invisible nature of “the cloud” and cheap or free third-party digital services promote the idea that our digital footprint is someone else's problem, causing many organizations to ignore their social and environmental responsibility. However, with increasing environmental and social awareness among consumers and other stakeholders, it is more important than ever to align these two strategies in business.