The criticism with even the most well-intentioned programs that promote sustainability is that it’s exclusionary. Bike share programs are limited to those who have credit cards. Solar panels are something only the rich can afford, similar to foods in the organic aisle. The article argues that in order for sustainability solutions to be effective and lasting, reaching out to diverse communities will be necessary.
Gaining buy-in from communities to adopt sustainability in general starts at the human level. What do people care about? What matters to them? Although the video is based in California, I think job creation and health impacts tops many economies in the world. On the issue of diversity, the video notes that Latinos, followed by Chinese Americans and African Americans are the top three ethnic groups to care about California’s energy laws. The point they’re trying to make is that sustainability should be for everyone. While politics can create a divide “you against me”, “us against them”, I can see how brands can succeed if they’re able to humanize the messages that they convey.
Social inclusion has been topping the news lately with Trump’s decisions on the immigration ban. Take a look at the ads being launched by different brands like Budweiser, Airbnb. Airbnb is offering free accommodation to those impacted by the Muslim travel ban. Starbucks vows to hire over 10,000 refugees in the next five years. This article couldn’t be more timely. Maybe “marketing in the age of Trump” will actually become an academic phenomenon.
Melkonia, S. (2017). “You Can’t Have Lasting Sustainability Without Social Inclusion”. GreenBiz. Retrieved from https://www.greenbiz.com/article/you-cant-have-lasting-sustainability-without-social-inclusion.