Advocacy on responsible consumerism is something that must be studied in depth because advocacy for responsible consumerism is not a simple matter, but requires stages that must be passed. The first stage that must be passed is the first plan your campaign. By doing a plan for the campaign that we will make, then the campaign will be clear about its intent and essence.
After planning the campaign, we continue to create awareness. The purpose of creating awareness is so that people can find out about the problems that we provide and if they have the same concerns as us then later on they will also take part in helping us to voice these problems.
However, creating awareness is not enough, there must be engagement built and this stage we call generate engagement. This stage means that people can follow our advocacy actions, through word of mouth or through social media, so we are required to convince the public that the problem we are bringing is a serious problem and in the hope that they will follow our action.
After we get mass from the public, it is time to take action. This stage is known as encourage action. The actions we take must be carried out according to the procedures we have set in the plan your campaign stage and must be in accordance with the action regulations allowed by the local government. The things that are usually done at the time of action are speeches to be able to convey their aspirations to related parties and negotiate with them. Some examples of things that are prohibited in action are carrying out acts of anarchism such as burning tires or destroying public facilities.
The last stage of action is sustain the momentum. This stage is the most difficult stage, because it takes consistency to continue to fight for what we have put forward in front of the authorities. Sustain the momentum means that we are required to continue to implement what we have gained from our actions and continue to develop the results of our actions. With this, our action is not only an action that is valid for 1 day, but also continues so that the goodness of consumerism that we strive for can continue to be felt.
After we talk about the stages of advocacy, then we also have to know about the types of advocacy that are usually carried out by companies to customers. There are 3 types of advocacy that are commonly used by companies to create responsible consumerism.
The first kind of advocacy is practical and pragmatic. In this type of advocacy, the company will try to create advocacy that is easy to understand and practice by its customers and benefits both parties, both the customer and the company. I think a very easy example to take this example is the recyclable logo on the carton pack of a milk box. If we see a company taking the initiative to put a recyclable logo on its milk carton. This is because this method is easy for the company to practice, only by printing the recyclable logo on the milk carton, and easy to read and understand by the customer in the hope that the customer can practice the recommendations on the recyclable logo or at least throw the milk carton trash away "recyclable waste" classification.
The second kind of advocacy is referral marketing. This means that companies ask for help or pay consumers for their products to spread value and recommend their products to a wide audience. What is usually done by companies in implementing this is with consumer testimonials. By asking for consumer testimonials and distributing them to the public, the public will believe in the product and the company. Another thing that can be done and is being done a lot these days is by making endorsements to public figures and applying a referral code to get promotions if people use the referral code from that public figure.
The last thing that can be done is promotion and engagement. This method is the most common way for companies to advocate for their responsible consumerism campaign to the public. An example of this can be seen from Nestle, through its digital marketing, Nestle announced that in 2025 the packaging of its products will be 100% using recyclable and reusable plastic types.
What will be done by Nestle is a step to protect the environment and this is highly recommended by Allah as he says in the Qur'an "And do not cause damage to the earth, after (Allah) repairs it and pray to Him with fear (will not be accepted) and hope (will be granted). Indeed, Allah's mercy is very close to those who do good." (Surah Al-Araf verse 56). Therefore, what Nestle did to change its entire food package into packaging that is 100% recyclable and reusable plastic types is a step. very noble and loved by Allah Subhanahu Wa Ta'ala.
It can be said that those who usually carry out campaigns around responsible consumerism are not only from customers but also by companies.
I do agree with this article, because for me a company who has concern to its society is very noble. It means that this company does not only aim for its profit but also aim for its nature sustainability.
BalasHapusCreate a campaign and make it sustainable is not an easy thing, there's a thing called consistency that is based on our fighting spirit from the first time we create our campaign until the campaign has ended.
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