From Issue N°04: Optimism & Hope in Communication for Purpose-Led Brands.
Now at the point where climate change is becoming a tangible reality for more and more people across the globe—in the form of destructive weather events like the January floods in Tāmaki Makaurau—the way we communicate climate issues, and solutions, is becoming more nuanced, complex, and under exponential pressure to make a real difference.
While exposing the devastation of climate change is absolutely crucial in climate activism, particularly when dealing with greenwashing and big polluters, fear-based communication runs the risk of pushing everyday citizens into the sand. For if the future is apocalyptic and we feel as if we’re powerless to stop it, the alternative (turning a blind eye to the issues and seeking comfort) is a hell of a lot more attractive. Even the most passionate climate activists understand this feeling all too well.
Hope-based communication is a powerful strategy to inspire collective action and unite communities. It can shift public opinions of climate action from pointless, too difficult, or irrelevant to me towards meaningful, enjoyable, and I want to help realise our better world. The majority of people already have enough worry and stress to deal with. When 9-5 humdrum, the rising cost of living, and climate anxiety are weighing on people’s shoulders—a hopeful, thriving, and beautiful future can be the shining light on the horizon.
For purpose-led businesses, non-profit organisations, and community groups, brand & communications strategy is the bridge to connect climate action and social equity with positive emotions (this is our approach at Cultigraphy). Here’s 3 different ways you can build that bridge!
Light-Hearted Messaging
Brand Messaging (what message the brand wants to convey) and Tone of Voice (how a brand communicates the message) strongly influences how people feel. A cold, harsh, dominant tone can put people on edge and perhaps on the defensive; a down-to-earth, warm, and friendly tone can reassure people and make them feel more encouraged to participate. In recent, pandemic-and-disaster-riddled years, it’s easy to understand which tone everyday citizens will tend to gravitate to.
Light-hearted messaging (when done right—we don’t want to sound fake or cheesy!) can foster a sense of community and relatability that is essential when mobilising people to take certain actions. This is a key reason why cottagecore and retro nostalgia have been such popular Gen Z trends. The happiness and comforting atmospheres these trends envision are accessible and easy to bring into our everyday lives.
Dream up stirring messages and taglines with Brand Messaging, maintain a cohesive brand voice across employees with Tone of Voice Guidelines, and create delightful, relatable content with Copywriting!
Nurturing A Supportive Community
Community is not something people usually think of when it comes to branding, but the most successful businesses understand the importance of community in their brand strategies. For climate action, it’s always uplifting to see lots of other people pitching in for a shared goal (it was an exciting day when we discovered Creatives For Climate). Communities have the power to re-motivate people if they feel discouraged and provide support in their endeavours, opening up a safe space for conversation, connections, and collaboration.
Purpose-led brands can nurture collective hope & optimism for the future, and encourage action, by creating welcoming and inclusive spaces that people really want to join. This might be a digital platform with fun resources and user-generated content, or an in-person community with climate initiatives and get-togethers.
Identify the ways you can build community with Brand Strategy, draw people in with aesthetic Social Media Marketing, and host dreamy gatherings with Event Design.
Visceral Branding
Visceral: based on deep feeling and emotional reactions rather than on reason or thought.
Designing for feelings is a core principle of great brand design, and designing for visceral emotions can catalyse movements. Branding visualises and elicits specific emotions in audiences, using specific design elements woven together into a dynamic narrative. Techniques such as colour psychology create mental connections between a brand and preexisting associations, memories, and experiences.
Evoking hope with branding could mean bright, refreshing, and nature-infused colours; or easy to read and friendly typography; or perhaps bouncy animated elements. It’s all about being human, and uplifting energy. Combined with messaging and community, a lively and accessible vision for the future can be brought to life. Create a fresh and compelling visual narrative with Brand Identity, and strengthen your vision with a brand ecosystem traversing Website Design & Development, Product Design, and Print & Digital Marketing.
