Consumer perceptions of brands are constantly changing. Today’s consumers are more conscious and choose brands that have an impact on society, they value brands that match them. A Gallup study shows that brands that align with customer values have a positive return on investment. Some of the world’s leading companies have joined forces to pave the way to a more sustainable and greener economy.
Global warming is one of the most pressing problems facing South Africa. This problem leads to climate change, which is the increase in the number of greenhouse gases in the atmosphere. Even though there are still debates about why greenhouse gas emissions are still on the rise, companies are working together to solve this global problem. According to Bloomberg, South Africa is the 12th largest producer of greenhouse gases in the world. This report proves that brands have a long way to go to address this issue.
Here are some of the brands contributing to the reduction of carbon emissions.
Castle Lite
The load reduction by Eskom has been a very challenging problem that left many businesses stranded. Some of the challenges forced many companies to close down or look for alternative ways to stay in business. In tackling this, Castle Lite shifted its focus to sustainable energy sources to brew its beer. The brand has converted seven of its breweries across the country to brew beer using solar energy and biogas. In the first two months of using this method, the brand reduced its carbon footprint by 9.7 GWh of renewable electricity. Isn’t that cool?
The brand wants to use 100% renewable electricity and plans to switch by 2025. The most exciting part of this transition is the fulfillment of the brand’s promise to serve the coldest beer despite social challenges. The move is in line with the South African Breweries (SAB) and holding company, Anheuser-Busch InBev (AB InBev), global commitment to 2025.
Woolworths
Woolworths, one of the largest retailers in South Africa has launched an electric vehicle for online delivery. This innovation comes at a time when sustaining the economy is critical. According to the online publication, Business Insider, the car reduced the retailers carbon footprint by 3,600 kg of CO2 in two months. The company strives to reduce its environmental impact across the entire value chain. Brands that consistently deliver on their promises receive favorable customer support.
Uber
Uber aims to be the ultimate zero-emission mobile platform. The brand has introduced Uber Green to reduce its carbon footprint. Uber Green is a low-emission option, and it connects riders to hybrid and fully electric vehicles.
Master Card Inc.
Carbon dioxide is a major driver of climate change, and if the current trend continues, the global economic damage will continue to rise. To address these concerns, Master Card launched a calculator earlier this year. The calculator helps credit card users to know how much carbon dioxide they generate when they make purchases. This also helps consumers to be more aware of their carbon footprint when making purchases.
Now more than ever, customers consider a brand that stands on social issues when they buy. Businesses need to have an effective and credible social impact on the economy. Customer’s value and care about brands that impact society and the environment.
