Communication as a vital part for Rewilding Initiatives and Business Strategies - Carolin Sommerer
Rewilding and Business: Between Ecosystems and Economies
In the first part of this series, we explored the importance of rewilding initiatives in restoring biodiversity and how they are directly linked to the UN Sustainable Development Goals. We also touched upon the challenges these initiatives face, particularly in changing public perceptions and overcoming resistance. In this second part, we will delve deeper into how marketing plays a crucial role in this context and how both rewilding organizations and businesses can learn from each other’s approaches.
We know that change is often perceived negatively at the start of something new — like re-introducing brown bears in the Pyrenees mountains. Bringing back wildlife that might pose a danger to humans or their livestock will most likely create initial resistance, especially if this perceived danger has not existed for many years or decades. In this context, one of the main objectives of any rewilding initiative must be to change people’s perceptions. This is where rewilding initiatives can learn from businesses as well as from marketing knowledge. The role of marketing has always been to change perceptions. Marketing strategies that aim at changing perceptions can be used to sell products or services, but they can equally be used to help communities understand the importance of rewilding efforts.
While businesses aim to sell, rewilding initiatives need funding, so fundraising is an essential part of their efforts. This can be achieved by increasing their followers — those who know about the organization’s work and want to stay updated — by boosting engagement with their followership and by raising funds through donations or regular contributions. Growth marketing can play a significant role here. Defining organic and viral growth loops using digital channels can be an effective way to gain followers and raise funds. If set up well, these loops can sustain themselves concerning the costs required to activate and maintain them and the income they generate.
The main difference between rewilding organizations and businesses, however, lies in their communication approach. To remain authentic and stay true to their goals as not-for-profit organizations, rewilding organizations’ communication strategies must be carefully crafted and aligned with their overarching mission. Rewilding initiatives that aim to regenerate natural ecosystems must avoid engaging in communication that might be considered too aggressive or too focused on “selling.” Such an approach could immediately dilute the organization’s purpose in the eyes of its audience. Finding the right balance is crucial.
Communication is where the main difference lies between rewilding initiatives and businesses, but this is also where many businesses can learn from rewilding organizations. In rewilding initiatives, the organization’s purpose often shines through every piece of communication. All actions and tactics are aligned with this purpose. Many of today’s traditional businesses, however, seem to have lost their sense of purpose. Refocusing on why a business exists (beyond selling more products) and anchoring every activity and piece of communication to this purpose can make the organization more authentic in the eyes of its customers. Authenticity leads to credibility, which, in turn, fosters customer loyalty in the long run. Besides, as consumers, don’t we feel better buying from a company with a strong purpose?
Whether it’s rewilding organizations working to restore natural ecosystems or businesses striving to become more purpose-driven and authentic, there is much to learn from each other. Both can benefit from adopting strategies that focus on purpose and authenticity. Finding the right communication approach will help both businesses and not-for-profit organizations gain followers and engage their audiences.
Led by conscious and regenerative principles, Carolin Sommerer brings a transformative approach to leadership, integrating sustainable thinking into every aspect of corporate strategy. Her strategic acumen, coupled with a commitment to long-term sustainability, positions her as a leader poised to bridge the gap between environmental consciousness and corporate objectives. Whether crafting innovative marketing campaigns, optimizing supply chain efficiencies, or providing strategic guidance at the executive level, Carolin prioritizes impact beyond the bottom line.
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