First Mover Advantage: Data Powering What Comes After COVID-19

Around the world, everything has changed. Topics previously viewed as the “right thing to do” were resisted for comfort, social norm, or financial reasons. One such topic, global sustainability, is now finding an accepting audience. My prediction… the world is on the cusp of a massive marketing pivot towards global sustainability. COVID-19 has created a never-before-matched consumer and business appetite for it. 

Below is a perfect example of the pivot that organizations are making to link COVID-19 with sustainability (water). I expect to see more of this marketing connectivity targeting consumers as this crisis has created a natural inflection point.

"As a result of the pervasive damages caused by COVID-19, International Water Day 2020 is asking the world to look at water from a different perspective. While much about COVID-19 remains unknown, we can be absolutely certain that access to safe water and sanitation is essential in preventing the spread of infectious diseases. The World Health Organisation (WHO) has launched the #SafeHands challenge to remind everybody that this is one of the most crucial ways we can limit the spread of COVID-19. For many people around the world, this simple, yet effective, method of lowering the risk of transmission is taken for granted. But what about the communities that do not have reliable access to clean water and sanitation? What steps have been taken to help give these groups sufficient advice to counter the spread of COVID-19? How can the WHO, governments and policy makers help communities that find themselves without access to clean running water?"

Now, let’s apply this to the world's largest businesses and their customers. As an example, here's a quote from Dell:

“We must protect each other and especially our most vulnerable – our elderly and those with underlying conditions,” said Dell CEO and founder Michael Dell in a blog post announcing his company’s corona virus donations. “At the same time, we are managing the impact on our own business and supply chain operations, so we can take care of you. Whether enabling a remote workforce, ensuring business continuity, powering the technology for infectious disease prevention and control, or providing simple, human advice, support and friendship – we are here to help.”

Next, imagine how natural it would be for Dell to pivot this “we are in this together” messaging towards global sustainability efforts...when the time is right. Our globally unprecedented situation offers enterprises a way to both live their mission and financially benefit from a sustainability focus. Arguably, this is the financial differentiation point that sustainability advocating organizations have been awaiting!

Our current global crisis is simultaneously creating global opportunity for those organizations who smoothly make the sustainability pivot. First-movers will be financially, socially, and politically rewarded. What does this mean for enterprises, non-profits, and governments around the world? NOW is the time to plan your pivot! Resistance, or cursory lip service to sustainability efforts, will no longer serve your interests. You want to be among the first to demonstrate commitment to the new norm! How do you become a first mover? Leverage #data to power this new direction (example below). Engage with your #CDO, #CIO, and key partners to craft a data fueled go-to-market story. Get prepared to explode into the next leg of our global journey!