Why Klever
Launchpad
Clients
Sustainablity
RESOURCES
Contact

Driving Change: Rivian and the Quest for a Sustainable Future

The 2024 Coast Film and Music Festival, presented by A New Earth Project, kicked off with a powerful message: moving toward a sustainable future requires small steps and great balance. The Coast Summit, held on Thursday, November 14th, brought together visionary leaders to explore innovative solutions and inspire action. The first panel discussion, featuring Wes Carter and RJ Scaringe, set the stage for a thought-provoking exploration of the challenges and opportunities that lie ahead.

Acknowledging the Complexities of Sustainable Practices 

RJ Scaringe, Founder and CEO of Rivian, offers a sobering perspective: "This is the moment where we have a choice." By acknowledging that "we are defining the fossil fuel era," he highlights the critical juncture where environmental concerns intersect with political realities. Despite facing challenges like potential rollbacks in federal tax credits for EVs, which could further increase the cost of already expensive vehicles, Rivian remains steadfast in its commitment to delivering exceptional products, upholding its core values, and inspiring positive action.

Wes Carter, President of Atlantic Packaging and Founder of A New Earth Project, adds a candid point of view: "Sustainability isn't a straight line. There are often trade-offs we have to evaluate." This acknowledgement of the complexities inherent in sustainable practices is crucial, as it counters the prevailing narrative that often portrays sustainability as a monolithic and perfect solution. By recognizing the need for compromise and the existence of imperfect solutions, Carter encourages a more realistic and pragmatic approach to environmental stewardship.

Scaringe echoes this sentiment. “When we think of a truly sustainable economy,” he says, “we get hung up that the immediate steps to get there are not perfectly clean.” This clarifies the challenge is not only an environmental one, but also a psychological one. No person, business, or government can take a single step towards instantaneous perfection. Our messaging needs to support this reality. Small steps in the right direction deserve to be celebrated, whether that’s something as personal as turning off an unnecessary light, or as ambitious as creating an alternative to fossil fuel powered cars. 

How Brands are Inspiring Environmental Action

While Rivian's electric vehicles represent a significant step forward in sustainable transportation, they are not without their environmental footprint. The reliance on materials like lithium, plastic, steel, and aluminum underscores the reality that achieving perfect sustainability is a complex goal. However, by offering a compelling and exciting alternative to traditional gasoline-powered vehicles, Rivian inspires consumers to embrace sustainable choices. Scaringe's emphasis on creating a future that people are excited about and choose to be a part of is a powerful message that resonates with the growing desire for products and services that align with both individual aspirations and collective environmental goals.

Scaringe shares how some of Rivian’s core values create this messaging. As a brand, Rivian wants its customers to feel welcome and accepted. “Shifts in social behavior and culture can drive people apart,” he says. “We wanted [Rivian] to be something that bands people together.” To effectively engage a broader audience in environmental conservation, brands have increasingly turned to the power of storytelling.

By crafting compelling narratives that resonate with consumers, brands can foster a deeper connection to the natural world, even among those who may not immediately recognize their impact. This approach not only inspires empathy and understanding but also motivates individuals to take action, whether through purchasing sustainable products, supporting environmental initiatives, or advocating for policy change. As consumers become more discerning and socially conscious, businesses will need to adopt this storytelling approach to effectively communicate their commitment to sustainability and differentiate themselves in the marketplace.

Brands, Agencies, and Sustainable Advertising 

The Coast Summit served as a catalyst for visionary leaders to share insights and inspire action. At Klever, we view such events as opportunities to connect with like-minded individuals and businesses committed to sustainability. 

The advertising industry, particularly programmatic advertising, has a significant carbon footprint. To address this, it's imperative that brands, agencies, and technology providers work together to reduce emissions. Brands can prioritize sustainability in their campaigns by partnering with eco-conscious agencies and platforms. Agencies can optimize ad delivery and reduce wasted impressions by choosing partners like Klever, who invests in sustainability.

Recognizing the significant carbon footprint of programmatic advertising, Klever partners with eco-minded brands and introduced sustainable advertising initiatives like Sustainable Ads. By tracking and measuring the impact of our clients' campaigns, we're actively working to reduce the associated emissions and contribute to a more sustainable future.

If you’re interested in learning more about the carbon impact of your advertising, reach out to us today.

Inspired by the stories of innovation and sustainability? Share this article with your network and let's spark a conversation about a greener future. Don't forget to follow us on social media for the latest updates and insights.

Back To Index