The Concept of responsible Advertising in Climate Change

THE WORLD IS HEATING UP AND NO ONE SEEMS TO BE TALKING ABOUT IT

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Advertising is beyond selling a product; it transcends connecting with the consumer; it is the ability to transform culture, effect a desired change, and compel people to take action. It is a no brainer to know that climate change is an important conversation in many parts of the world. The conversation, however, is seemingly silent in many parts of Africa, we be acting like it don’t concern us, truth is, as long as the continent remains afloat on the surface of the globe, it does. Otherwise, we all should build our own spaceship and move to Krypton, probably become Super Africans.

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This therefore makes it imperative for advertising agencies to champion the course by inducing and leading the conversation in Africa. Glaciers are melting, the earth crust is heating up, the ozone layer is depleting, and no one seems to be talking. I feel like even though we currently aren’t experiencing the harsh effects of climate change such as erratic thunder storms, heat waves, tsunamis and so on, Africa will still be dealt a huge a blow as we always get the worst end of the spoon.

Environmental economist Pavan Sukhdev in his book Corporation 2020 makes a compelling case for “responsible advertising”: a traffic-light system that highlights how long a product will last, where its materials come from and whether it can be recycled. Such an approach enables consumers to easily make purchasing decisions based on a brand’s ethical creds, meaning market forces would push advertisers into cleaning up their supply chains and operations. That would create much more impact than using marketing to merely start or support a debate - Bizcommunity.

Changing the Nomenclature

EVERYTHING EVOLVES, DON’T THEY? THESE EVOLUTION BRING A CHANGE OF NAME – THE NEW NOMENCLATURE.

I sat in a board meeting with a group of C-suite individuals and each one of them had fancy titles that made them eligible to sit at the meeting. Many of the titles with which they introduced themselves, I certainly had never heard before, for example, one had the title – Chief Responsibility Officer C.R.O. I was quite shook at the time as that sounded away from what I have been used to. After everyone was done introducing themselves, it occurred to me that the mental research I had been carrying out for months in many top flight organizations in Nigeria most especially was ready to become an article. At that meeting, no one introduced themselves as human resources (HR).

Why?

Organizations now have more fancy and encompassing names for the position such as talent manager, personality manager, and so on. This is in view to reflect the discipline’s broadened scope and strategic value.

The evolution is not limited to the office of the human resource alone. You must have noticed that the positions that used to be the best fit yesterday have all changed as organizations are making strategic efforts to future proof their businesses. For example software engineers used to be programmers, account managers used to be sales reps.

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What is driving this?

Like every evolution it is catalyzed by certain reactions. In humans, it may be due to genetic mutation – thanks to Marvel’s X-men we no longer see this as impossible. In environment, it may be due to climate change or something less severe. Now in business, it is driven by the human centered design trend.

Everyone is creating products and services that meet daily human needs, so also, organizations have begun to see the relevance of putting internal activities in place to foster a great working experience for employees – we are human too.

Soon organizations with little or no focus on tending to their employees will phase out as they would find it extremely difficult to attract and acquire top talents. Soon mediocrity and mundanity would creep in and then we will no longer hear of that business – sad story.

The mantra now should be “future focused, human centered”. Your employees need to know you have their best interests at heart and they’ll put in everything necessary to take that business from where it is to the place where the strategic direction points.

Trickery That Works

OLD CORNS WON’T BRING NEW CROWS – LEARN NEW TRICKS; THE OLD STRATEGIES WON’T WORK

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Name one invention, service, product or anything that has been in existence for nearly ten (10) years and has remained the same. If you can, kindly put it in the comment box below and I will delete this article, but while you scan through your mind to find what that thing might be, I would like you to know that there is nothing.

This therefore drives me to ask, why haven’t you changed?

Over the years I have seen strategy documents still contain slides tagged “Competitive Analysis”, why is that slide important to you? You want to know what your competitors are doing yet you neglect what your consumers are saying or how they are evolving. Only a few marketing communications companies in Africa have gotten a hold of this trend and as such they include slides such as “consumer trends and insights”. This is important as you are not building your products for your competition but for your consumer; irrespective of the kind of business you are B2B or B2C.

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Your consumers are daily evolving and you must follow them through their evolution for your brand to remain innovative and relevant.

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Africans With Benefits

AFRICA IS TRENDING TOWARDS ENSURING ITS PEOPLE ARE THE FIRST BENEFICIARIES OF ITS AWESOMENESS.

Source: Pexels

Source: Pexels

Ever seen a home that cooks dinner and immediately after it is ready, it serves it on a platter and then takes the meal outside to be consumed by total strangers? Yeah this almost never happens, when it actually does, the home would have first ensured that the immediate inhabitants have a full belly or theirs’ are already stored away. Well Africa is like that home that cooks dinner and immediately takes it out to everyone else but those in house. Over the years we have seen African resources being shipped off to other countries and then later shipped back to us for example Nigeria’s oil, Ghana’s gold, South Africa’s platinum, Sierra Leone’s diamonds and so on.

Source: Pexels

Source: Pexels

However, the new business strategy being adopted within the shores of Africa is ensuring that the goodness of Africa is first felt within Africa and by Africans; the rest of the world can make do with whatever we give them.

Africa seeks to ensure it continually grows in strength, financial stature, and competitive innovations. Therefore it is important that the continent begins to look inward to tap from its inherent resources. This is going to improve the business landscape for entrepreneurs and business owners alike.

The World Is a Mess; Call the Entrepreneur

THE NEW AGE SUPERMAN IS THE ENTREPRENEUR

Source: Unsplash

Source: Unsplash

If you look around your country you would find that there are many things going wrong. At some point, I used to think that disaster was peculiar to my country due to mismanagement of funds by political leaders, carefree attitude of indigenes, terrible information from the media, inflation, and the position of the content –I really don’t know how the position of the continent affects my country’s desire for devastation but I just felt it had to be there –until I began to travel around and saw that nearly every country in Africa had its own issues, and that explains the birth of the topic of this article.

The world, particularly the African continent is one big pile of horse shit –forgive my Swahili. However, the one destined to set this country back on track is the entrepreneur –he alone wields the power of change in his bare hands.

The clamor for change and better service is the opportunity for the entrepreneur to jump into the dressing room and come out in his bright and shiny spandex.

Source: Unsplash

Source: Unsplash

The current trend in Africa that a lot more Africans are beginning to look out for services they can render is helping Africa make a fortune. For example fintech companies like flutterwave, interswitch, payporte and many others have provided a lasting solution to online financial activities and have made a ton of profit from the venture.

A wise man once said “the problems in your country are your opportunity”.