As UN Secretary General António Guterres declared, “the era of global boiling has arrived”. This year alone, we’ve experienced twenty three separate weather or climate disasters so far, causing at least $1 billion in estimated damages (NOAA report).

It’s clear that our climate has changed and the impact so far is considerably worse than anticipated. After a solid run of crises – including wildfires, a pandemic and wars – many brand marketers have started to question, what can we do in the face of disaster?

This appears to be a loaded question when considering the aspirational life marketers are selling, where disaster clearly does not fit in the picture. This sentiment only increases when looking to the future.

When crisis strikes, perspectives quickly change and non-essential goods truly become non-essential. This forces businesses to become adaptable, pivoting their efforts to help tackle climate change.

Marketing during times of disasters will become crucial moments for a brand to step back and ask one critical question; through the purpose that the brand is setting out to achieve, how can brands use their available resources to be in service to consumer needs?

At Revolt, we’ve tried to answer this very question by running it through the lens of the 4 marketing P’s (Price, Product, Place and Promotion).

Click here to read in full, why disaster marketing is the next revolution…