Many people are experiencing apocalypse fatigue, which is especially common around the topic of sustainability. Global Web Index defines this as “the exhaustion of making endless moral choices when they don’t seem to make a difference”. This hopelessness stands in our way to move forward. So what can businesses do to counter this apocalypse fatigue? And resonate with people regarding sustainability?
Show people that they are not the only ones making sacrifices
People are sceptical of the green promises made by big companies. In practice, it often comes down to companies offering consumers the opportunity to make sacrifices while not being willing to make real sacrifices themselves. To counter this, show that you genuinely care about the topic, make sacrifices, and demonstrate that your customers are not on the losing end of the trade-off. And if they are, explain why that’s the case.
Don’t talk “anthropogenic, greenhouse gasses or net-zero”
It’s fair to state that normal people don’t “talk policy.” So instead of using words like anthropogenic, greenhouse gases, or net-zero, use words people understand and use themselves, like extreme weather, overheating, or pollution.
Make sustainable behaviour visible
People are very aware of the social implications of their purchases. People are more likely to buy something or do something “good” when others can see them performing this ethical behaviour or purchase. In addition, when this behaviour is visible, it’s also more likely to inspire others. It’s a form of social proof, the idea that people copy the behaviour of others in an attempt to match their own behavior with the group norm. So, it’s important to help people show that they are engaged in sustainable behaviour and signal it to their surroundings so that others might follow their example.
We’ve supported several businesses in human-proofing their ESG challenges. If you are curious to learn how we can help your business become more relevant towards people regarding sustainability, feel free to reach out: aljan@trendsactive.com

Author
Aljan de Boer
Share the signal.