How Brands Can Serve a Greater Cause: The Environment
How Brands Can Serve a Greater Cause: The Environment
Olivia Thwaites - PR Executive @ Goho Marketing & Events
Saving the planet has become one of the most prominent messages of recent years as our concerns about climate change and the environment have reached record highs. With global icons like Greta Thunberg and David Attenborough leading the way, society is growing ever more enlightened about the various ways we can reduce our carbon footprint. We’re seeing environmental activism everywhere; from our televisions when viewing Seven World’s One Planet to watching activists climb on top of London tubes. And brands are catching on.
Brands will reap the benefits of possessing a business strategy that ensures their company is sustainable and environmentally friendly, as recent years of environmental campaigns have shown. As well as genuinely doing something meaningful for the environment, eco-friendly companies look good by doing good.
Last year, Forbes released a survey that showed 87% of consumers will have a more positive image of a company that supports social or environmental issues. As well as this, 88% of consumers said they will be more loyal to a company that supports social or environmental issues and 92% will be more likely to trust a company who does this. This proves environmental campaigns are not only good for the environment, but they are good for your brand- the ultimate win win.
Online business magazine, Quartz, wrote that there are four things brands must remember in order to increase their environmental stability; think longevity, value over cost, measure everything you produce and stay focussed on what the brand does best. Globally, people are aiming to reduce their own carbon footprint and are looking for brands to help them do so. With this in mind, here are a few of our favourite sustainable, eco-friendly campaigns.
When Budweiser put a 100% renewable electricity message at the heart of their super bowl ad
This year, Budweiser’s ‘Wind Never Felt Better’ ad was previewed during one of the biggest US sporting events, The Superbowl. The ad features the Budweiser Clydesdales alongside wind turbines, with the soundtrack of Bob Dylan's "Blowin' in the Wind” throughout. In 2018, Budweiser announced its commitment to brewing with 100% renewable energy from wind power.
Budweiser stated that it was to donate clean electricity to the host city of the Superbowl, Atlanta, to power the Super Bowl week. They also announced every single bottle of beer it brews in the US will be done so with renewable energy by 2025. Earlier this year, the brand unveiled a new symbol it will be putting on each bottle produced with 100% renewable energy.
When IKEA displayed ‘The Last Straw’
In November 2018, IKEA officially said goodbye to single use plastic straws when it hosted a display in London’s Design Museum. In the same week that IKEA stopped serving or selling plastic straws in their UK and Ireland stores, they unveiled their last single-use plastic straw. The display aimed to inspire consumers to take small steps towards making a positive environmental impact and succeeded in doing so in a creative and simple way.
As well as this, IKEA launched its ‘Steps’ campaign this year to raise awareness of its most ecologically sustainable store in Greenwich, built using renewable construction materials and green technologies. Through a series of outdoor adverts around the city of London, IKEA called for consumers to travel to the store by foot. On top of this, IKEA recently pledged to use only recyclable materials in its textiles by 2020.
When Extinction Rebellion floated a house down the Thames
Extinction Rebellion protesters have sailed a house down the River Thames this month, in a bid to draw attention to rising sea levels. Activists submerged the ‘classic suburban house’ in an effort to send an important message to the government regarding climate change.
The model was seen floating down the river in the early hours of Sunday 10th November. Together with the demonstration, extinction rebellion released the statement, “We are watching, in real-time, as people’s lives are destroyed around the world and in the UK; unless action is taken to halt bio-diversity loss and reduce greenhouse gas emissions to net zero, these tragedies are set to worsen.”
When Bacardi Rum turned plastic straws into vinyl records
Bacardi Rum and environmental charity Lonely Whale have partnered with 55 bars across the US to collect used straws that will be turned into multicoloured vinyl records. The records will be pressed with Make it Hot by Major Lazer and Anitta, which was released as part of Bacardi’s Pass the Beat campaign.
Once enough straws have been collected, the records will be available to purchase from 3 December on lonelywhale.com. Consumers around the US began participating in the programme on November 11, once collection bins and live coasters were made available at select bars for straw collection and environmental awareness.
When Sainsburys became the first supermarket to get rid of plastic bags for fruit, veg and bakery
Sainsbury’s has committed to cutting a further 1,284 tonnes of plastic this year. This includes removing 489 tonnes’ worth of plastic bags, which are currently used for loose fruit, vegetables and bakery items. Customers buying loose fruit and vegetables will either be able to bring their own bags or buy a re-usable bag made from recycled materials. This alone will reduce their plastic output by 489 tonnes.
Ariana Densham, ocean plastics campaigner for Greenpeace UK, said: “We’ve been urging Sainsbury’s to take action on plastics after they were at the bottom of our supermarket plastics league table last year. It’s good common sense to get rid of plastic produce bags and bakery bags. We hope to see more measures like this from Sainsbury’s, and we urge them to eliminate unnecessary and unrecyclable plastics by 2020.”
Plastic waste is becoming a huge focal point for companies, namely those who produce vast amounts of plastic during production or packaging. However, fast-fashion is also a growing issue and one that cheap and cheerful brands like Boohoo, I Saw It First or Missguided are guilty of. Although fast-fashion is not a new phenomenon, easily available clothes and Instagram culture have added to the growing production of cheaply made clothing.
Journalist and author of ‘How to Break Up with Fast Fashion’, Lauren Bravo, tackles the impact of shopping addiction and encouraged to drive a greater conversation around sustainability. Oxfam's #SecondHandSeptember campaign generated significant media coverage, and fast fashion giant Zara has pledged to make its processes more eco-friendly.
In order to survive and flourish, brands must ensure that environmentally friendly procedures are central to their marketing or business strategy. The most innovative campaigns are those that distinguish a trendy PR stunt from a chance to educate consumers, in an unconventional way, that sustainability isn't just one step; it’s a lifestyle.
