Watching the Nestle
Social Media debacle unfold earlier in the week, once more made me feel how completely inevitable major corporate change is in the face of co-ordianted, amplified consumer action through Social Media.
Whilst there was an appreciable drop in Nestle's share price on Monday the 22nd March, substantial long term impact from the brilliantly co-ordinated
GreenPeace campaign still seems a little way off.
What's is beyond doubt now is these campaigns increasingly generate and leverage major global news coverage, driven by word of mouth connectors & influencers.
The frequency and reach of campaigns is expanding rapidly as people understand the impact collective engagement around a cause can have and this process is only going to accelerate with the growth of technology and connectivity.
Future campaigns will inevtably generate greater momentum that will start to counteract marketing efforts, impact on sales and a brand's market share and profit and Nestle cannot ignore this potential.
It's frequently said in my day job that corporates who do not monitor their social media presence will be seen as negligent in coming years. People have an appetite for transparency and no amount of Corporate Social Responsibility handwringing/greenwash will cover up or deflect those seeking and communicating the truth through Social Media.
Yet the harsh free market economic realities of modern globalised business mean a large scale controversy free supply chain is an extremely challenging goal for most brands. The fact is there is practically no purchase in the present unsustainable energy and profit hungry system we create wealth through in the west, that is guilt free.
In the present system Nestle management cannot simply switch off the supply of a key component of many of their products, even if it is un-ethically and destructively sourced at present.
They need to understand that they cannot continue to produce raw materials wrecklessly and un-sustainably - I'm sure (privately) they already realise this. But maybe there also needs to be a mentality shift in the just world of green and environmental activism from destroyers of corporate reputations – to rewarders of “do-good” busines?
In an eco-fued, it's easy for both parties to sit in their righteous bunkers (shareholders v activists) and remain entrenched in their comfy postions. It's much harder for both parties to recognise that both have a huge role to play in positive change... together.
It's a very big ask for Greenpeace to have resisted beating up Nestle so visibly when they have a just cause and a dynamic, hugley influential network network to broadcast the message, but I wonder whether amplifying a direct and prominent competitor brand alongside a more considered and rational critique of Nestle's alliances with rainforest vandals would have had a more virtouos long term effect?
This campaign leaves me with the usual bad taste about Nestle products, but Greeenpeace could spell out some alternatives for people? Do we buy Cadburys (Kraft) chocolate instead? Maybe they cant align themselves overtly with commerce (?) but overt positive engagement with a competitor, helping to change consumer buying habits and apply economic pressure to Nestle is surely a viable strategy too?
Brands need to understand the paradigm shift going on through social media and rapidly prepare for a very different relationship with their customers in the future, but activists should also see the opportunity for rewarding genuine attempts to make positive change in corporations, because it too will bring about positive change.
Real, lasting, sustainable, profitable change.
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