Our health will be the real price of climate change

This has huge implications for all brands, but especially those operating in the health sector- an industry that’s responsible for 4% of all global emissions and nearly 10% of all material consumed globally.

Undoubtedly, the climate and ecological crises will increase the demand for health organizations. Increasing temperatures, sea level rises, changes in growing seasons and extreme weather will cause air and water pollution, reduced food security and quality, changes in infectious disease transmission and an increase in allergens. As a result, we’ll see more heat-related illnesses, more cardiovascular diseases, more strokes, more injuries, more mental disorders, and more respiratory diseases.

The impact will be felt beyond our imagination, and everything will be about health. This is an opportunity for brands to meet real human needs.

For most of us in the west, health sits at the bottom of the hierarchy of human needs, and for the past century, we’ve been focused on progressing up that hierarchy. The health impacts we are experiencing now, however, because of the climate and ecological crises, will pull us back down, unsettling society and increasing the demands placed upon organizations in the health sector simultaneously.

The healthcare sector already knows this, so we’re seeing progress from many brands in the industry, such as:

Reducing business emissions and waste: As with other industries, the health sector is trying to reduce carbon and waste - the NHS, for example, aims to be the world’s first net zero national health service. This is necessary but not enough, and it’s not the most interesting part of the puzzle.

Redesigning products and circularity: One example in this space is the work being done by Philips to deliver helium-free MRI to more patients in more places, with more than 1,000 systems now installed worldwide. As a result of using less helium, MRI can be delivered in ever more remote areas, increasing access for underserved communities, plus it reduces the volume of helium being used, which is vital as this is a finite and non-renewable resource.

Philips is also investing in building circularity into its business, as is Siemens, which buys back used CT scanners, refurbishes them and then sells them to customers at a discount. This process allows it to reuse around three-quarters of the machine’s weight, saving tonnes of CO2.

Business model innovation: The health sector is also starting to step into the sharing economy. One brand leading the way here is Cohealo. Recognizing that machines in many hospitals are in use less than 50% of the time, it has created a simple platform that allows doctors and nurses to access machines from any hospital in their network - saving millions of dollars and increasing usage rates – essentially, it’s Uber for hospitals.

Redefining the meaning of health for a more sustainable future: Plenty of brands are participating in culture to support people in living healthier lives - although this currently leans toward B2C brands more than B2B.

We see brands like OFF! encouraging new behaviors with its #ViraOJogo Challenge in Brazil. The brand partnered with influencers to launch the ‘Mosquito Protection Social Media Challenge,’ encouraging people to ‘flip the bucket.’

This is a simple behavior that tackles a growing problem - standing water in some countries is an ideal home for mosquitos - a species that is spreading across the globe in line with warmer temperatures. The campaign generated awareness of the problem of waterborne disease while providing a way to tackle it and is part of a wider effort by OFF! to increase knowledge.

Community resilience is going to be more and more important as people feel the impact of climate change and need on the ground support. Finding brands doing work that truly connects at the local community level is challenging, but there are organizations out there that are getting it right. For example, Transport for Greater Manchester promotes ‘Active Neighbourhoods’ - these are places where people are prioritized over cars. The area is made easier to enjoy for people to gather, play, exercise, and just exist outdoors - with benefits including improved air quality, personal health, and neighborhood safety.

We’re also likely to see more brands promoting nature as a route to wellbeing. The NHS, for example, already has a commitment to Green Social Prescribing, which supports people in engaging in “nature-based interventions and activities to improve their mental and physical health.”

So, what do marketers in health organizations need to do to help meet the huge challenges we face?

1. Gather data: where are you now, where are your competition, how do your plans for the next five years stack up?

2. Innovate internally: how can you improve product and business models while reducing negative impacts and increasing positive?

3. Participate in culture: eventually, all brands will have similar products, just as all brands eventually catch up with the leaders of the digital revolution - how can you stand out through culture, education, and service?

4. Ensure your work serves everyone: Some groups are more at risk than others when it comes to the health impact of the climate crisis. This includes those living in poverty, women, children, the elderly, outdoor workers, as well as those with chronic health conditions, those living in small island states, megacities, or at-risk regions. Our response to the climate crisis can only be judged effective if it serves all.

With our health being the real price of climate change, it’s imperative and likely that we will see some amazing innovation coming from health brands in the coming years.

This piece ran as part of The Drum's Health and Pharma Focus.