Different Shades of Green

By Ann Barlow, GreenPepper

Today, our colleagues at RepMan and Pepperdigital wrote about a month-long series the latter, in conjunction with Upstream Asia, has begun concerning social media across cultures.

Turns out, not totally surprisingly, that while strong affinity groups have been created across cultures on everything from soccer to folk music, there are some strong differences, too.  Of course, those differences aren’t just from country to country, but region to region within those countries.

For all communicators, this has some pretty serious implications – no less for those focused on environmental issues.  We see this first hand with our global clients.  What is considered progress in one part of the world is positively antediluvian in another.  And what motivates one culture toward climate action – from an awakened sense of responsibility to business growth opportunities – varies widely.  What we’ve learned is that overarching themes and messages can be universal, but submessages and tactics must fit the market.  Ironically, this is where the rise of microtargeted media can actually help.  That’s not to say, as the Pepperdigital team points out, that traditional media aren’t equally important.  It’s more a case of understanding how we can use all forms of media to inform, persuade and engage people.  When it comes to the environment, getting this right is not just important.  The world depends on it.

Comments

[Beth]

Interesting post, Ann. What I think is especially important in environmental communications is understanding the critical nature some of these issues have for certain audiences. While there may be cultural differences in how we all think of soccer or music, when it comes to something like global warming, the issues can be life or death (for instance, it's quite possible the Maldives could one day end up completely under water as the polar ice caps melt). As a result, sensitivities are much higher and it is extremely important your audience feels like you understand the issues they in particular are facing when crafting your message.

[Nick Matyas]

Wow! what a Great posting! I am impressed with your work & I liked it. You did a very gorgeous posting. Good luck man with your work. ;)
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[Mali]

This is a very interesting point you made! The strong development of social media should absolutely be used to communicate global issues and there are a lot! And like every message which is aimed to be communicated also environmental issues must fit to the target audience which differs from market, culture and region. Those who are concerned of the environment and actively engage in this area should use all the advantages which the interrelated internet community provides, bearing in mind that masses talk to masses. It would be a great achievement if that will happen quite soon and more “environmental groups” can obtain as much attention like Greenpeace for example which made already well efforts in the social media world.

[accommodation for London 2012]

Great introduction for this article. I have found it really interesting to read. Keep up the good work.Great introduction for this article. I have found it really interesting to read. Keep up the good work.