The end of the world as we know it.

If you've got a 401k, a pension fund, a mutual fund, or your money is in any way managed by a financial advisor, probably a good idea to pay close attention to the following quote...

If you’ve got fossil fuel stocks in your retirement account – and most of us do, whether we know it or not – you could be in for a bumpy ride.

This from the description of "The Carbon Bubble" part of a speaker series hosted by Climate One. Fascinating to listen to investors talk about climate change and global warming. It's not a environmental issue. Not even necessarily a moral issue. It's a financial one. More from the introduction from Climate One...

England’s Central Bank has said that coal, oil and natural gas reserves that determine the future earnings of those companies, and therefore their stock prices, may be overvalued.  And as supply grows and global demand decreases, oil prices are dropping by the barrelful.   

This is essentially why companies need to learn, and learn quickly, how to have a relationship with their customers in regards to their sustainability practices. Not because it's becoming popular to greenwash, but because we are in the midst of a reality that doing good is good business and if you as a business owner, manager, CEO, founder, etc. don't have a brand strategy that is cognizant of the impact these issues are having on your market you'll go the way of the original fossil fuels themselves, the dinosaurs. 

The intersection of brand identity, loyalty, and sustainability practices is becoming all the more important. And, understanding how to navigate both the practices and the communications associated with them can be tricky. Savvy customers see right through superficial practices and hyperbole, while truly ethical brands tend to overemphasize those same practices while underestimating the remaining needs for quality and service.   

The answer to getting the communication correct is in the detail of execution. It comes in parts: 

  1. Setting your own reality; i.e. where are you on the spectrum of good versus not good.
  2. Do you have a strategy to be good?
  3. Can you articulate that strategy, share it with your customers, and express it appropriately so they understand where you are in the continuum. 

Not everybody is perfect, in fact, no one is... But, getting on a path is going to be a requirement for success sooner than most suspect.

To listen and read the full program "The Carbon Bubble" visit ClimateOne.org