Published 4 years ago.
About a 4 minute read.
Image: The Carbon Underground
Consumers want to help brands shape their culture and impact. To ignite impact-driven consumer engagement you must build awareness, create a foundation for action, and inspire consumers to join you.
Addressing global crisis can feel insurmountable. There is so much work to do to
heal our communities and planet. Where do we start?
People are looking for solutions to today’s most pressing issues. Corporate
impact initiatives show consumers that your brand shares their
While corporate social responsibility (CSR) is a great start, consumers want to
participate in social
Brands that offer people a way to make a difference on issues they care about
strengthen their emotional bonds with consumers.
A powerful new example of how to do this effectively is The Carbon
Underground’s Adopt-a-Meter program.
The initiative invites individuals to donate $5 or more to restore a meter of
farm or rangelands. Soils hold carbon, so by regenerating soils we can draw
carbon from the atmosphere back into the ground. This helps fight climate
change, and also restores farming and grazing lands. Each donation helps The
Carbon Underground support regenerative soul initiatives.
Ultimately, The Carbon Underground is spreading awareness about solutions to
climate change and food security. It establishes shared beliefs around
environmental stewardship and invites consumers to join them in making an
impact. The Adopt-a-Meter campaign is an excellent learning opportunity for
brands looking to connect with consumers around critical and meaningful impact.
Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.
Many people have strong feelings about making an impact on social and
environmental issues. This opens the door for conversations about things that
matter — it also offers common ground around shared beliefs.
The Adopt-a-Meter initiative invites people to learn more about how we can
sequester carbon and address food scarcity. In fact, The Carbon
Underground highlights that
“mismanagement of soil has resulted in a loss of as much as 70 percent of
topsoil worldwide.” What’s more, “at the current rate of loss we may have as
little as 60 years — or 100 harvests — left before the terrestrial foundation
for feeding the planet is gone.” It’s time to take action.
By sharing insights into issues that resonate with your consumers’ core beliefs,
you can attract interest in your brand and build trust. By starting a
conversation about our food system and the environment, you can not only advance
environmental action but also build community around impact.
After providing valuable education to consumers, it’s important to offer them
opportunities to make a difference. And before you lay out an impact-driven
action plan, you must build a foundation to have the most impact. The Carbon
Underground is on a mission to “restore soil around the world to fight climate
change.” The Adopt-a-Meter initiative partners with other organizations such as
Institute and World
Tree, which enable The Carbon Underground to funnel
donations to actors already fighting climate change and soil degradation.
Establishing an infrastructure for impact is an essential step to sparking
Once you’ve built consumer awareness and established the framework for impact,
it’s time to welcome consumers to join
consumers at the heart of your impact. People feel good when they believe their
purchases or donations add value to causes they care about.
The Adopt-a-Meter campaign is a caveat for consumers to take action to stop
climate change. The Carbon Underground is leveraging its expertise in
communications to foster consumer donations. The organization is positioning
itself as a purposeful partner working towards a cleaner world. In the same way,
you can build a meaningful connection with consumers by introducing them to
ways they can make a
Consumers want to help brands shape their culture and impact. To ignite
impact-driven consumer engagement you must build awareness, create a foundation
for action, and inspire consumers to join you. Show your
climate action by donating $5 or more via Adopt-a-Meter. Join this critical
soil-regeneration movement; change takes time and effort from us all.
This post first appeared on the We First blog in June 2019.
Published Sep 11, 2019 8am EDT / 5am PDT / 1pm BST / 2pm CEST
Simon Mainwaring is the author of Lead With We, the Wall Street Journal bestseller that shows how companies address purpose, sustainability, and climate challenges in ways that build their business. He’s the founder and CEO of the award-winning strategic brand consultancy, We First, that’s a B Corp ‘Best For The World’ Honoree and a Real Leaders Top 50 keynote speaker in the World. He hosts the influential ‘Lead With We’ podcast, is a columnist for the CMO Network in Forbes, and wrote the New York Times bestseller, We First. He’s been a Featured Expert and Jury Member for the Sustainable Development Goals at the Cannes Lions Festival and U.S. One Show for Sustainable Development.