In recent years, the keyword Green Economy has often come to the fore and has become one of the most frequently discussed topics by many parties. Especially brands that have communication vehicles wrapped in sustainability.
Following behind the keywords Green Economy, keywords such as climate change, climate crisis and several others have also attracted the attention of many parties. It can be interpreted that things related to survival are fundamental to all of us.
Especially for the Green Economy, almost all sectors are willing to adopt this system. However, do we all understand what a Green Economy is?
What is a Green Economy?
Institute for Essential Services Return on its website states that the Green Economy is a concept that can encourage public policy to create an economic system that balances economic growth and environmental protection.
The next question that arises is how can this balance occur?
Still from the same site, the Green Economy has at least three main programs:
- The Fossil Fuel Transition
The objective of this first program is to raise awareness of the urgency of switching away from fossil fuels in Indonesia’s energy system.
- Energy Efficiency Optimization
From this second program, there will be optimization in the application of energy efficiency that leads to Indonesia’s energy decarbonization system.
- Mitigation of Climate Change
For this third program, it is hoped that there will be strengthening of domestic climate change mitigation policies.
All of the explanation above – there are certain objective as one big goal, which is to keep this earth for human survival.
Then, How to Start All of This?
In the previous StratX article, we already told that the behavior of millennials who want to protect the surrounding environment is huge.
They start with simple behaviors such as keeping the trash they produce until they find the right bin. They do this consciously. They are aware that the environment they live in is something that must be protected.
Changing mindset, behavior, and other related things for survival is a sexy thing to say. By making various adjustments in their communications, brands can make this an opportunity to get closer to their target audience.
Are There Brands That Have Started
Transforming to a Green Economy?
In Indonesia itself, there are many brands that carry the theme of the Green Economy. However, in the last few months, Decacorn Indonesia, namely Gojek – has entered the Green Economy.
Gojek’s steps were followed by several other startups. Quoting from katadata – reports from Bain & Company, Microsoft, and Singapore’s Temasek Holdings, investment in this sector will be wide open.
In that report, it needs at least US$ 2 trillion until 2030 to reduce emissions. With this investment, Bain & Company, Microsoft, and Singapore’s Temasek Holdings estimate that 90% of Southeast Asia’s emission will be reduced.
From this point, of course there will be efforts to transform business into an environmentally friendly economy. It is predicted that the annual profit in 2030 will reach US$ 1 trillion.
Then what about Indonesia? According to them, Indonesia has a large size and natural resources that can be a game changer in Southeast Asia for sustainability. For this reason, according to the report – investment activity in the green economy will be promising.
Insight Insight Insight
The green economy is one of the steps to continue the sustainability of living things on this earth.
Millenias are a generation that is aware of the sustainability of living things. They started by simply changing their behavior about waste.
Apart from the money that can be obtained from investment, a green economy is one of the fundamentals to protect this earth
So, What Brands Can Do?
If it was as simple as following the existing trend, of course brand would be able to lose the direction of its communication.
The first thing for brand can do is research. The research carried out certainly narrows the target audience of the brand. This needs to be done so that the brand can gain insight that will later determine how the next strategic step will be.
Then, the second thing that brands can do is adjusting the communication. Instead of wanting to get the attention of the target audience, brands can start the communication with concrete steps. Programs that support a green economy will certainly attract their attention.
The third fundamental thing is to remember that the spirit to take part in preserving the environment is the basic spirit to carry out all of the steps that will be taken.