“The Offset Movement is designed to bring together the awareness of those who feel that their effect on climate change is practically non-existent.”
Challenge
Climate change is a rather convoluted issue that the average person does not entirely understand. A lack of understanding and awareness of this issue has created a sense of detachment from the cause for individuals. According to market research, 50% of Americans think that climate change won’t affect them personally and ultimately perceive it as a distant problem. This insight provided a unique opportunity to create a cultural ecosystem building the awareness of climate change in a relatable way.
Approach
The target audience for this campaign focused primarily on young and urban audiences. Despite their indifference, 73% and 72% of Millennial and Generation Z cohorts, respectively, have a willingness to engage with social-environmental values. These individuals, specifically, are independent thinkers looking to disrupt the status quo, tastefully. They are looking for the freedom to consciously express themselves on their own terms. Most importantly, they do not know where to begin when attempting to make the right choices for their environment.
These unique characteristics about our audience ultimately led us to create an environmentally conscious brand that diverged from the guilt shaming tactics of certain climate change activism but rather celebrate one’s ability to make a difference marginally by even the smallest behavioral modifications.
Solution
A movement starts as an idea. As a purpose. As a search for equality, a search for justice, a search for answers. In the end, movements start because there is an end goal in mind. The collective good is at stake, and as such, the journey is an effort as a group to bring change into society. Movements can be unorganized or organized, sometimes transitioning between the two as ideas come and go, in and out of focus. Regardless, a movement is non-formulaic. There is no set way of doing things. As such, Offset can be its own thing, it’s own movement.
Offset was born based on the verb, meaning to counteract. The campaign was initially pilot launched as a guerrilla marketing campaign to subtly draw attention to our campaign webpage where individuals can not only learn more about climate change, but also discover sustainable brands including lifestyle merchandise. With this in mind, Offset movement aims to eventually transform consumer behaviors, making environmentally conscious choices a habit.
