Advertising: How to Go About It During the Pandemic

Julie Starr • January 16, 2021



2020 destroyed many businesses. If you’re still up and running, you’re doing incredibly well! But at the same time, you’re going to have to keep on top of things in order to keep the ball rolling and to continue keeping things up and running. The coronavirus and Covid-19 pandemic is still in full force and those of us who were previously operating brick and mortar businesses are still having to operate online. For many of us, this is a new realm, and you’re going to have to do your utmost to make sure that your products can stand out from the crowd of endless other businesses offering similar services and products. This is where advertising can come in pretty useful. But with so many different types of advertising to try out, which should you give a go? Here are a few ideas to help you along the way!

Try Out Social Media Influencers

If your target demographic commonly follows a particular influencer, you should get in touch with this influencer to see whether they’d like to collaborate with your brand. Alternatively, you can use agencies like unrulyagency.com who recommended the right influencers for your brand. Social media influencer advertising is a relatively new branch of advertising and something that many of us are unfamiliar with. But when it comes down to it, the concept is pretty straightforward. If your target demographic follows someone, they’ll see this person’s posts in their feed. If these posts feature your products, your target demographic become familiar with your products. If the influencer promotes and recommends them, some of these followers may make purchases and start a relationship with your brand. You can find that social media influence drives a lot of sales!

Use Adwords

If you’ve been looking into online advertising, chances are, Google Adwords is a term that you’ve seen a few times and may be growing familiar with. Put simply, Google Adwords is an advertising platform run by Google, where you can pay a set amount of money for your ads to appear in search engine results. Seeing as the majority of people do use search engines to find products and content online, this, again, can drive a whole lot of traffic to your site.

Consider PPC

If you’ve been considering placing adverts on a website or blog, you may be worried about not getting your money’s worth. This is where PPC comes into play. PPC stands for “pay per click” and is a popular form of online advertising. When you engage with PPC, your ads will be spread about the internet, showing off your brand and your best products. However, you only pay for this advertising each time someone actually clicks from the ad through to your website. Chances are, the people actually clicking through will be making purchases, making your advertising extremely cost-effective.

If you’re switching to operating online, advertising is going to prove integral to your success. Hopefully, at least one of these methods will prove useful to you!

The Business Case for Sustainability: Communicating Your Strategy in an Evolving Landscape

By Julie Starr • February 17, 2025
A shifting political landscape can create uncertainty for businesses committed to sustainability, but one thing remains clear: the need for transparency and strategic communication has never been greater. As the federal government moves to roll back environmental and social policies, companies must proactively define their sustainability strategies, ensuring stakeholders—employees, customers, investors, and partners—understand their commitments and the business value they create. The Power of Clear Communication Sustainability is not a trend; it’s an imperative driven by economic, environmental, and social realities. Despite policy shifts, the forces of market demand, global regulation, and risk mitigation continue to push companies forward. To maintain momentum, organizations should : Clarify Their Sustainability Position: Companies must articulate their approach in ways that resonate with stakeholders. Whether reducing emissions, improving supply chain resilience, or advancing diversity, equity, and inclusion (DEI) efforts, leaders should communicate clearly how these strategies align with long-term business success. Leverage Data-Driven Insights: In an era of skepticism, relying on factual, measurable sustainability outcomes strengthens credibility. Stakeholders need more than broad commitments—they need clear, quantifiable impacts. Maintain Focus on Global Markets: While federal policies may change, international regulations and customer expectations continue to favor sustainable business models. Companies operating across borders must ensure their sustainability strategies align with evolving global standards. Staying the Course in a Changing Environment While some companies may feel pressure to scale back sustainability efforts in response to shifting political winds, leading organizations recognize that progress is a long-term game. Now is not the time to retreat but to double down on: Resilient Supply Chains: With new tariffs and policy changes affecting imports, companies should evaluate how sustainability-driven supply chain diversification can reduce risk and enhance efficiency. Operational Decarbonization: The financial and strategic benefits of decarbonization—from renewable energy investments to energy-efficient operations—remain strong, independent of policy shifts. Workforce and Customer Engagement: Employees and consumers increasingly expect businesses to uphold their values. Companies that maintain commitments to social responsibility and environmental impact will strengthen brand loyalty and attract top talent. Sustainability leadership is about more than responding to regulatory shifts—it’s about defining the future. Companies that stay the course, communicate effectively, and align their sustainability strategies with business objectives will be the ones that thrive in the years ahead.

Connecting the Dots: Air Quality, Climate Messaging, and Stakeholder Engagement

By Julie Starr • February 7, 2025
I n a world increasingly affected by environmental change, it’s critical to recognize the everyday impacts of air pollution beyond the commonly cited respiratory and cardiovascular risks. A recent study, published in Nature Communications , reveals that even short-term exposure to air pollution can impair cognitive function, affecting focus, emotional recognition, and task performance. This groundbreaking research underscores the urgent need for effective climate communication and stakeholder engagement to address air quality issues. At Taiga Company, we specialize in climate-focused stakeholder engagement, helping organizations bridge the gap between scientific findings and actionable change. Our services provide a crucial platform for educating stakeholders—including businesses, policymakers, and communities—on the dangers of air pollution and the strategic steps needed to mitigate its effects.  The Link Between Air Quality and Cognitive Function The study found that exposure to high concentrations of particulate matter, even for just an hour, reduced participants' ability to maintain focus, process emotions accurately, and avoid distractions. Such cognitive impairments can have profound implications in workplace productivity, education, and public safety. For instance, employees working in environments with poor air quality may experience diminished concentration, leading to decreased efficiency and increased errors. Similarly, students exposed to air pollution may struggle with academic performance due to impaired attention and emotional regulation. These insights reinforce the idea that air pollution is not just an environmental concern but a societal and economic one, requiring a holistic approach to policy, corporate responsibility, and community engagement. The Role of Climate Messaging in Air Quality Awareness Despite overwhelming scientific evidence, public awareness of air pollution’s cognitive and behavioral impacts remains limited. This is where strategic climate messaging becomes essential. Effective communication can: Translate complex scientific research into accessible, actionable insights for diverse audiences. Drive policy advocacy by equipping decision-makers with data-backed arguments for stricter air quality regulations. Encourage behavioral change among businesses and individuals by highlighting solutions, such as cleaner transportation, sustainable energy sources, and indoor air quality improvements. However, simply disseminating information is not enough. Stakeholder engagement ensures that communities, businesses, and policymakers are not just informed but also motivated and equipped to take action. Moving Forward: A Collective Responsibility The study’s findings make one thing clear: air pollution is not just an environmental issue—it’s a cognitive and social issue with wide-reaching consequences. As we navigate an increasingly complex climate landscape, it’s crucial to integrate air quality concerns into broader discussions on sustainability, health, and productivity. At Taiga Company, we believe that effective stakeholder engagement is the key to transforming awareness into action. By educating businesses, policymakers, and communities, we can drive the changes necessary to create a healthier, more sustainable future for all. To learn more about how Taiga Company can help your organization develop impactful climate communication and stakeholder engagement strategies, contact us today.
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