Eco-sustainability will likely matter more 2015 than anytime in past; this is the year the US’s biggest companies need to prove they are addressing climate change through sustainability, thanks to efforts of two presidents and the Pope.
Remember the green wave of 2007? Al Gore’s movie “An Inconvenient Truth” won an Academy Award and the Intergovernmental Panel on Climate Change made news worldwide with evidence of burning fossil fuels and global warming.
Consumers are researching brands’ environmental information like no other time, leaving most companies scrambling to share their environmental story.
Many brands went too far in that direction, often making marketing claims that were basically greenwashing lackluster efforts. Companies started to color their logos green and put bears in their advertising. These marketing decisions slowed during the 2008 recession, which cut corporate spending on sustainability.
Heading into 2015, we will finally reach the tipping point where environmental sustainability gains a stronghold in global society.
President Barack Obama recently brokered a climate change agreement with Chinese President Xi Jinping. After more than 20 years of climate inaction, the deal could lead to a global agreement to reduce pollution among 195 member countries at this December’s United Nations climate change convention in Paris.
Pope Francis is also taking action on climate change. Francis’ predecessors spoke out in favor of climate action. The Vatican now plans to do more in 2015 by issuing an encyclical that urges all Catholics to take action on moral and scientific grounds.