Be an Example

Many people seem to believe that their vote doesn't count or it doesn't matter if they don't recycle. They tend to think that one person can’t make a difference.

They're wrong.

It's called an example.

Have you heard of Greta Thunberg? Last August, she was the only person in her school strike for climate. It started with one girl. And it has quickly grown to cover hundreds of cities all over the world with hundreds of thousands of people attending the strike every single Friday.

So do you still think one person can’t make a difference?

A Finnish voting aid application asks if Finland should be a forerunner in the fight against the climate change even if it means creating expenses to the nation.

It's not an expense.

It's called an investment.

Usually you want to invest in the place where you live, whether it's a house or an apartment. Not so much if it's a whole damn planet. The only planet we have called home.

People should realize that this investment will pay itself back. Not only as a greener future for all of us but you can get competitive advantage and sell environmental technology forward to earn green, so to speak. Everyone will benefit of processes that allow to use fewer raw materials, get rid of excess packaging, and recycle waste, for example.

When I was studying environmental marketing I realized how huge impact it could have on sustainable development. I think it has finally started to show how companies have adopted social responsibility into their strategies. Nowadays, brands take a stand on social issues.

Nike chose Colin Kaepernick as their campaign face after he protested against racism, social injustice and police brutality during the national anthem at the start of an NFL game. The ad created controversy and caused boycotts against Nike. But despite the negative publicity, the ad campaign was positive for the brand and its sales, and Nike’s stock share soared with a 6 billion dollar increase. They knew what their customers cared of, and the controversy made sure the message spread out.

Past two years, adidas has sold millions of pairs of shoes made of recycled ocean plastic. Consumers have bought the idea that every shoe is a small contribution to the preservation of our oceans as adidas is scaling up the production to 11 million pairs this year. Well, out of 450 million pairs they sell overall annually.

However, legislation isn't the only driving force anymore when companies are taking actions to preserve nature.

Companies are now taking calculated risks to show where they stand, and controversy can get people talking about a brand - for better or worse. But overall, consumers have shown their love to brands that support the same issues they do.

One person can make a difference. And companies are taking notice they should take a stance on social and environmental issues that their customers believe in. It shows whether it is a brand that has values that are aligned with their own. The balance of power has tipped toward the consumers.

So vote for a better future. Consume in a sustainable way. Don’t consume at all. Make a difference. Be an example.