Apr 21, 22 | 5 min read
pinterest politics climate change
Reading time: 4 minutes
When we talk about climate change and conspiracy theories, it is very common to share misconceptions about science, the impact of CO₂, etc. Most of these assumptions claim that global warming is a hoax. Without wanting to get into empty discussions, what is true is that denying the impact of human behavior on our environment can be problematic.
To combat this problem, Pinterest launched a new policy to inhibit misinformation about the climate crisis within the platform . Pinterest’s new community guidelines show a greater commitment to combating misinformation and taking responsibility for climate change.
This also means that brands need to be careful with their organic content and advertising to follow these new rules.
However, while it is well known that consumers list of solomon islands consumer email prefer eco-friendly products, Sustainable Marketing is at its core much more than a fad or trend: it is a true philosophy for content creators .
Climate change and social media
Climate change is not a new topic on social media. Even before Greta Thunberg's speech at the UN, many activists and organisations had already warned about the impact of human behaviour on the environment.
WATCH: Greta Thunberg's full speech to world leaders at UN Climate Action Summit
In fact, the green movement had its beginnings in the 1960s and 1970s when scientists began to worry about our influence on the Earth's pollution. Since then, the message has continued to spread throughout the world through different channels such as the press, radio and television. The Internet is no exception.
For example, search intent for green living has increased six-fold compared to last year . In addition, recycling and DIY ideas are a very popular trend on platforms like Pinterest, which is focusing on giving more visibility to advocates of an ecologically correct lifestyle.
To complement this idea, experts have stated that social media can be a powerful weapon in the fight against climate change. Innovation and technology help reduce the risk and impacts of natural disasters. In addition, it enables better decision-making by helping to disseminate relevant information.
They confirm the positive impact that social media like Twitter has when it comes to natural disasters. It helps mobilize efforts and resources almost instantly. In other words, it makes it easier to help those in need.
Climate change and skepticism
The other side of the coin is not positive, but harmful. On the same platform where we find ideas for living a greener life, we can also detect misleading content . Claiming that climate change is a lie and that it is all a global conspiracy is a common feature of this type of fake news.
What is worrying is the spread of these ideas on social media. Research conducted at Carnegie Mellon University found that climate change deniers share more conspiracy theories about the climate crisis than those who do believe in climate change. The number of tweets and retweets made by skeptics is greater than that of believers.
The Guardian found that in the first half of 2020, Facebook ads denying the reality of environmental pollution were viewed at least 8 million times in the US.
Some actions have been taken in this regard. For example, research has been carried out on products and services that claim to be environmentally friendly but are spreading misleading information to their public.
We can highlight Meta ’s efforts last year. A good example is how the company removed 9.2 million posts deemed to contain harassing content on Facebook and 7.8 million of the same type of posts on Instagram.
These actions are not necessarily about climate change denial, but they do show a broader concern about stopping the spread of fake news and building a safer environment for digital users.
Green Marketing, Green Marketing or Sustainable Marketing
Pinterest's new policy should encourage marketers to focus on other topics for their brand, considering that Green Marketing or Sustainable Marketing are interesting strategies to apply in these decades.
But be careful, poor implementation of these practices or spreading false information to sell products can be considered greenwashing .
By definition, Green Marketing involves the creation and promotion of environmentally friendly products, services, and practices. Some methods may include the use of eco-friendly packaging, a recycling program, or the use of renewable energy.
Furthermore, Sustainable Marketing is about promoting a socially responsible aspect of your company. It doesn't necessarily have to be an eco-friendly product. This practice goes far beyond the environment, as it is intertwined with other issues such as poverty, hunger and discrimination.
Pinterest is now applying these principles by changing the rules of its platform. They are trying to spread better messages based on facts and what is good for the environment and the entire community.
Brands should do the same. Both on and off Pinterest.
Why should brands be greener?
Recent studies have shown the importance of socially responsible decisions for the customer. For example, according to Forbes , 92% of consumers are more likely to trust brands that are environmentally or socially responsible. In addition, they are 88% more likely to retain their customers.
Some other benefits that the brand can take advantage of from these practices are:
improve your reputation;
save money on the logistics of a product or service;
attract new audiences more concerned about climate change.
However, the commercial benefits of going green don’t have to be the only reason to take this approach. A desire to genuinely want to help your community and your environment has to be enough to look for improvements in your marketing strategy.
Misinformation and fake news try to change our perception of reality with lies, which is really dangerous. These news practices implemented by Pinterest, Meta and other companies show us that there are some things we simply cannot deny or ignore. Climate change is one of them.
As companies, we do much more than just sell a product. Therefore, taking care of our internal and external processes and communications is essential to generating a positive impact on our world and mitigating the climate crisis.
