Extreme climate change is coming, perhaps already causing havoc in some areas of the world, yet we as society can’t seem to agree on whether to take any action to stop it. There are feel good personal and community actions that help, but won’t by themselves solve the problem. There are a few states and cities adopting laws and regulations to help fight the problem. But the kind of economy wide, national and international action we must adopt now to avert the worst outcomes is beyond our reach. It has been for decades. We need to try something new. Perhaps one approach would be to reconsider how we environmental advocates brand climate change and our call to action. In other words, if we were to be selling this product, as environmental advocates, what category does it even fall into and what are the primary drivers or assumptions of that category? Who are our competitors in this category?
I don’t think there’s agreement about what category our product is in. There are some who put it in the political issue category, in which case it is competing with other political issues for priority and voter attention. Others put it in a consumer product kind of category, in which it’s competing with other products or services in the sustainability realm. Still others think of it as a part of the protest category, part of a suite of issues that generate non-violent direct actions, protests, and marches. I’m sure there are others, but these examples suffice to make the point that the actions we take, and the messages we create can vary greatly depending on the category we think extreme climate change belongs to.
The products or services that we sell as part of our campaign depends on the category as well. Our call to action could be an email to a legislator, a vote, or participation in a rally. Or our call of action could be the purchase of green electricity or certain kinds of climate friendly products. Frequently, our call to action is a donation to an environmental NGO.
The competitors in our category also depend on our definition of the category. Our competitors could be issues vying for political action or they could be other services or products aimed at the Lifestyles of Health and Sustainability (LOHAS) market. Our macro competition is inertia, but that’s the case with almost every product out there.
So now that we have some ideas on category and competition, we may be able to better “market” our product and the consequent call to action. This means we’ll have to decide on just a few approaches rather than dilute our brand with too many competing messages.
What do you think our category is? Our brand position? Our competitors?