marketing Tag

When we talk about climate change and conspiracy theories, it’s very common that misconceptions about science, the impact of CO₂, etc. be shared. Most of these hypotheses claim that global warming is a hoax. Without wishing to enter into hollow discussions, what is true is that denying the impact of human behavior on our environment can be problematic.

To combat this issue, Pinterest has launched a new policy to inhibit misinformation about the climate crisis within the platform. Pinterest’s new community guidelines show a stronger commitment to fighting misinformation and taking responsibility for climate change.

What’s more, this means that brands must take care with their organic content and advertising to follow these new rules.

However, although it is known that consumers prefer organic products, sustainable marketing is in its essence much more than a fad or a trend: is a true philosophy for content creators.

Climate change and social networks

Climate change is not a new topic on social media. Even before Greta Thunberg’s speech at the UN, many activists and organizations had already warned of the impact of human behavior on the environment.

In fact, the green movement began in the 1960s and 1970s when scientists began to worry about our influence on Earth pollution. Since then, the message has continued to spread throughout the world through various channels such as the press, radio and television. The Internet is no exception.

For example, search intent to have a green life was up 6x from last year. Additionally, upcycling and DIY ideas are a hugely popular trend on platforms like Pinterest, which is focused on giving more visibility to advocates of an environmentally correct lifestyle.

To complement this idea, experts have said that social media can be a powerful weapon in the fight against climate change. Innovation and technology contribute to reducing the risks and impacts of natural disasters. In addition, it enables better decision-making by helping to disseminate relevant information.

They confirm the positive impact that social networks like Twitter have when it comes to natural disasters. It helps mobilize efforts and resources almost instantly. In other words, it’s easier to help those in need.

Climate change and skepticism

The other side of the coin is not positive, but detrimental. On the same platform that we find ideas for a greener life, we can also detect misleading content. Claiming that climate change is a lie and everything is a global conspiracy is a common feature of this type of fake news.

What worries us is the dissemination of these ideas on social networks. Research conducted at Carnegie Mellon University found that deniers share more climate crisis conspiracy theories than climate change believers. The number of tweets and retweets issued by skeptics is higher than that of believers.

The Guardian magazine found that in the first half of 2020, Facebook ads denying the reality of environmental pollution were viewed at least 8 million times in the United States.

Some actions have been taken in this direction. For example, looking for products and services that claim to be eco-friendly, but provide misleading information to their audience.

We can highlight the efforts of Meta last year. A good example is how the company deleted 9.2 million posts deemed harassing on Facebook and 7.8 million such posts on Instagram.

These actions are not necessarily about climate change denial, however, they show a greater concern for stopping the spread of fake news and creating a safer environment for digital users.

Green Marketing, Green Marketing or Sustainable Marketing

Pinterest’s new policy should encourage marketers to focus on other topics for their brand, considering that Green Marketing, Green Marketing or Sustainable Marketing are interesting strategies to apply in these decades.

But beware, poor implementation of these practices or the dissemination of false information to sell products can be considered greenwashing, which we can translate as eco-laundering.

By definition, green marketing involves the creation and promotion of environmentally friendly products, services and practices. Some methods may include using eco-friendly packaging, a recycling program, or using renewable energy.

Additionally, sustainable marketing is all about promoting a socially responsible aspect of your business. It doesn’t have to be an organic product. This practice goes far beyond the environment, as it is closely linked to other issues such as poverty, hunger and discrimination.

Pinterest now applies these principles by modifying the rules of its platform. They try to spread better messages based on facts and what is good for the environment and the whole community.

Brands should do the same. Both on and off Pinterest.

Why should brands be greener?

Recent studies have shown the importance of socially responsible decisions for the customer. For example, according to Forbes, 92% of consumers are more likely to trust environmentally or socially responsible brands. In addition, they are 88% more likely to retain customers.

Here are some other benefits that the brand can take advantage of these practices:

• improve your reputation;
• save money on the logistics of a product or service;
• attract new audiences more concerned about climate change.

However, the business benefits of going green should not be the only reason for taking this approach. The desire to really want to help your community and environment should be enough to seek improvements in your marketing strategy.

Misinformation and fake news try to change our perception of reality with lies, which is really dangerous. These new practices put in place by Pinterest, Meta and other companies show us that there are some things we simply cannot deny or ignore. Climate change is one of them.

As companies, we do more than sell a product. Therefore, taking care of our internal and external processes and communications is essential to generating a positive impact on our world and mitigating the climate crisis.

After two years of the pandemic, because in the end life begins to return to normality: some companies resume face-to-face work and meetings between friends and family in public places are once again common. However, it is undeniable that many people still have a certain concealment due to the lack of sanitary measures in certain places or simply they have taken a liking to doing activities at homeSuch is the case of the exercise. A recent study confirms that fitness apps in Mexico exceeded 9 million hours of use in just one year.

Marketers will seek to maintain the use of fitness apps in Mexico

The American company Rocket Lab analyzed this channel and compared some recommendations that marketers can use to motivate fitness app consumers in Mexico in the post-covid era.

Before delving into the advice, it is important to note that experts predict that the world market for these applications will reach 120 billion dollars in 2030. We assume that we will tend to have a continuous increase of 24.3% per year.

1. Retargeting to recover users

The study urges marketers to implement different technologies that allows them to know the metrics of the use of the application in question and combine them with retargeting campaigns. What will they get with this? That consumers who had already installed the application, visit it again (and they will not have it as decoration).

In addition to this, I insist that create a relevant experience for consumers (personalization) so that, in addition to returning, they make purchases within the platform: retargeting ads serve to promote the redesign of the cross-device purchase process that users carry out through their mobile device.

2. Geolocation

Geolocation and path analysis of such applications have great advantages for marketers (relieving the hard work of designing a complete campaign). With both elements, users can share their performance through various social networks, encouraging others to seek it out, download it and use it. That is, they serve as ambassadors.

The report further suggests that content and offers on certain articles are shared to consumers to carry out purchases within the application (in-app) or in the physical stores of their choice.

3. Personalized training programs

Any such app must offer various levels of trainingbecause they can be downloaded by users who have decided to exercise for the first time in their lives or, on the contrary, by people who include physical activity in their daily routine.

In this context, the analysis recommends offer tutorials with certified trainers for each level: beginner, intermediate and advanced. This would also improve engagement.

4) Celebrate the victories of your users

It is necessary that these applications measure the performance of your users when walking, jogging, running or performing a specific exercise; Since there is no greater reason to know the steps-kilometers that were traveled and analyze the daily progress.

Stimulating consumer/customer interaction has always been one of the most effective strategies to conquer the mobile market.

“Include new or improved features in fitness apps that effectively combine action, motivation and education, features that today’s consumers require, permission that is vertical to get a larger number of usersyou will need marketers to constantly increase, higher return on your investment and be able to increase engagement with new and old users”concluded Carola Aliaga, Commercial Director of Latam at Rocket Lab.

Image: Freepik

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