[비즈한국] Saying that a climate crisis is coming is now a cliché. The climate crisis is already threatening humanity across the globe in various forms. At the same time, technology is charging forward uncontrollably. Artificial Intelligence (AI), which evolves by the day, has completely transformed traditional industries and daily life. It is as if a powerful storm called the climate crisis and a civilization-shaking earthquake called AI are occurring simultaneously. 'Honeybees, AI, and Brands – The Start of a 100-Year Experiment That Cannot Fail' poses questions to brands standing at the intersection of these two powerful currents: what should they do, and how should they embrace change?
The author argues that a brand is more than just selling products or persuading consumers. Brands have always proposed ways of living. Just as the marketing in the 1950s that encouraged the use of plastic overturned not only the daily lives of consumers but also the fate of the planet. Brands have the power to create human desires, change habits, and ultimately fundamentally alter ways of life. Therefore, the author says that the environmental crisis we face today is a task that brands must take the lead in solving, and they must address it in a unique way that only brands can.
In particular, this book delivers a clear message through two symbols. 'Honeybees' are essential beings in the Earth's ecosystem and symbolize the coexistence of humans and nature amidst the climate crisis. On the other hand, while AI symbolizes rapid innovation and development, it simultaneously carries a technological dilemma that amplifies burdens on the environment, such as energy consumption. Between these two extremes, brands have a responsibility to clarify their position and harmoniously connect the two. It is a point in time that requires creative and experimental solutions, not unconditional acceptance of technology nor mere superficial declarations of environmental protection.
The book demonstrates through various examples how companies are creatively tackling the topic of the environment. For instance, the brand 'Liquid Death' emphasizes health and the environment, but puts the imagery of heavy metal and punk rock, rather than the commonly associated yoga and salads, at the forefront. By packaging water in aluminum cans instead of plastic bottles, it protects the environment while allowing metal fans enjoying festivals to naturally accept eco-friendly consumption. This brand broke through the existing prejudices consumers held and maximized its power by connecting the message of the environment to a powerful cultural code.
The story of the traditional luxury brand 'Hermès' introducing an eco-friendly material called mushroom leather is also interesting. Hermès did not view this material merely as a substitute for animal leather, but as another innovative material that could reinforce luxury and differentiation. In other words, it wasn't trying to just "act good." As such, eco-friendliness is no longer a cheap and replaceable option, but can be a strategic core of premiumization and differentiation. The message that brands should not view environmental preservation as a mere ethical responsibility or an ancillary factor, but as an essential element that redefines the brand's core value, is well captured in the case above.
The book defines the current challenge facing brands as a '100-year experiment that must not fail.' The weight this expression carries is by no means light. Brands no longer have the luxury of hesitation, and they can only survive by tackling the pressures of the climate crisis and technological innovation through creative and bold experiments. While acknowledging the urgency of the climate crisis and the inevitability of technological advancement, they must also take on the powerful demand that brands must lead consumers and society toward a sustainable future.
It is not just a suggestion to accept change. It is a warning that brands are currently standing at the edge of a cliff, and the next step they take could determine the fate of the next 100 years. It is a piece of advice that in this era where the massive forces of climate crisis and technological innovation collide, brands must go beyond simple survival and possess the power to lead a sustainable future. Furthermore, it is a tribute to the bold challenges of brands that are changing the era, and a sense of urgency for a '100-year experiment' that must succeed at all costs.