• +34 915 030 587
  • Ribera del Loira 46, Edificio 2, 28042 Madrid

Brands also must evolve to adapt to climate change

Whiplash Team. Julio 2018.

Climate change is a fact, although some, like the US president Donald Trump, insist on denying it. Data available not only confirms global warming but the acidification of the oceans and the disappearance of marine species due to pollution. Science is investigating ways to help species accelerate their evolutionary processes to adapt to the changing climatic conditions of the planet. Meanwhile, citizens get organized, remain attentive and demand from brands to be responsible and adopt sustainability as part of their purpose.

Darwin’s Evolution Theory establishes in broad strokes that species change over time adapting to their environment. However, the climate changes we are currently facing are so drastic and have occurred in so few years –some 200 years since the Industrial Revolution– that species have not had, nor will have, the time to evolve naturally and adapt to the transformations that humans have caused in the environment. That’s why science is giving a hand and at the Hawaii Institute of Marine Biology, for example, they are working to create a new coral with “assisted evolution” that can survive in warmer waters.

Evolution is an imperative for the survival, not only of species, but of any living organism, including organizations, be they companies, public or private institutions, or NGOs. Both the operative part, the corpus of the organization, and its intangibles, what makes up its core, must evolve to adapt to the demands of the environment, represented by a market made up of users increasingly aware of the need for brands to establish a friendlier relationship with our planet, society and the environment.

Although the world seemed to be on the right track towards achieving CO2 emissions reducing goals, according to the World Meteorological Organization, the current concentration of carbon dioxide in the atmosphere represents 145% of pre-industrial levels (before 1750). In Spain, in 2017, CO2 emissions increased by 4.46% compared to 2016, which represents a record increase since the Kyoto Protocol entered into force in 2005.

In any case, organizations have one of the keys to save energy and reduce their carbon footprint. Simple but significant gestures that highlight the brand’s intrinsic commitment to sustainability are key, such as eliminating paper for internal communications, replacing plastic with derivatives of renewable raw materials or changing the lighting of its facilities, which represent a third of the global energy demand.

According to a study by Signify, a global change to LEDs in the private sector could prevent 403 million tons of CO2 emissions, which is equivalent to taking 265 million cars out of circulation over a year. It is time for industry and the business sectors to step on the accelerator of change to adopt more sustainable production models and meet the demands of consumers who are increasingly jealous of the trust they place in their brands.