It feels good to be liked, and that’s why a lot of businesses can’t stop preaching to the same choir. But how do you know your messaging matters when you’re not receiving authentic feedback? Industries that rely on their own echo chambers for positive reinforcement are not built for growth. They run the risk of losing touch with reality outside of these carefully constructed bubbles. In my experience, this is a pattern that happens far too often in the energy sector, and here’s our advice on how to stop it.
It’s time to make new friends
The energy and chemical industries are perfect examples of those that can benefit from exploring greener pastures. They’ve routinely been attacked by environmentalists and politicians looking to assign blame for policy difficulties and ineffectiveness. By executing an integrated marketing and communications strategy that looks beyond their traditional stakeholders, they can open new paths of communication and potentially create new allies. But don’t wait to start building your coalition — because, honestly, when you need a friend, it’s too late to make one.
It all starts with research
Conducting research for industry leaders reveals where the opportunities exist to reach entirely new audiences and to reframe messaging to meet people where they are. For instance, exploring the communications landscape for one industry heavyweight helped us uncover nontraditional potential audiences for the company to discuss the importance of the oil and gas industry to our daily lives. That’s the kind of authentic narrative that turns an L into a W, but you’ll never know until you ask the question.
A sample question in our digital survey platform
An excerpt of recommendations to an industry leader
ESG — not just a buzzword
Exploring these spaces also allows a company to flex its environmental, social and governance (ESG) policies. Dow, the materials science giant, has doubled down on its efforts to use its expertise in collaboration with its partners to help deliver a sustainable future and fully explain the positive impact of its ESG policies. Thanks to the pandemic and other recent global events, Americans are much more aware of how important the chemical and energy industries are at keeping the world running and all of us safe. Now industry leaders such as Dow and Exxon have the space to engage with the public about it instead of trying to convince them that “you can’t live without us.”
With a combined focus on renewable energy and the pressures all industries and consumers are feeling as a result of the war in Ukraine and the ongoing political climate, it’s clear that there is no single path forward in using our energy resources responsibly. But industries that open themselves to finding new audiences and developing meaningful conversations with them will find their level of public support stronger than ever.
