7 Sustainable Brand Campaigns
What is an environmentally friendly marketing campaign?
It’s a way of advertising products with a focus on the environment. It shows that a company is socially and environmentally responsible. This is ideal to attract consumers who support brands with similar values.
Why this matters:
Did you know that 65% of people want to purchase from brands that advocate for sustainability? And that 45% of consumers want to buy from a company known for being environmentally friendly?
Consumers are increasingly interested in purchasing from environmentally responsible companies.
An environmentally friendly marketing campaign is a tangible way to demonstrate a brand’s commitment to the environment. It can drive people to a brand that they may not have been interested in before. This can increase a company’s revenue, improve their credibility, and strengthen relationships with consumers. It also helps a brand gain a competitive edge against similar brands.
Here are 7 examples of environmentally friendly marketing campaigns.
Lacoste-Save the Species Campaign
In 2018 and 2019, Lacoste ran an environmentally friendly marketing campaign in partnership with the IUCN (International Union for Conservation of Nature). It focused on supporting critically endangered species. Lacoste changed their traditional green alligator emblem to reflect 10 different critically endangered species. These polos were a limited release, and for each of the species, the number of polos available reflected how many of these animals were remaining in the environment at that time. The campaign was hugely successful, with all 1775 polos selling out in 24 hours.
The success of the campaign is due to the creativity and clarity of the message. There was a distinct correlation shown between the limited number of polos released and the numbers of these endangered species currently living.
Ikea-Reusable Bag Campaign
Ikea has many different avenues in which it is environmentally focused. One of these ways is their reusable bag program. Like many other retailers, Ikea encourages consumers to use reusable bags at their stores. Their marketing campaign is especially effective due to the simplicity and clarity of the message. They also provide incentives for using their reusable bags by charging 5 cents for a plastic bag. Not only is this marketing campaign environmentally friendly, but it also makes sense economically.
Lush-Get Naked Campaign
In 2017, Lush ran a campaign advertising “naked” packaging for their products. Lush strives to have the least amount of packaging possible with their products. They use their platform to educate about plastic pollution. This campaign was controversial due to the use of nudity but successful in garnering international media headlines. Lush’s ad was creative and funny, while still managing to achieve their goals.
Impossible Foods-We Are Meat
Last year, Impossible Foods ran an ad campaign that seeks to change consumers’ mindset about what constitutes “meat”. They portray their burgers as something meat-eaters will love and do this with mouth-watering visuals. Impossible Foods realizes that a lot of consumers have had bad experiences with meat substitutes and seeks to reintroduce them and challenge the negative stereotype surrounding plant-based foods. This ad is simple and visually appealing. This makes for an effective introduction or reminder for consumers of the options available to them.
Flor De Caña -What’s In your Holiday Cocktail?
Last year, for our very own Jolly Green Campaign, Flor de Caña sponsored our holiday eco-challenge. We came up with our own ad campaign (and not to toot our own horns but it was pretty successful– check it out here).
Flor de Caña is a business that prioritizes sustainability, and their rum is the perfect example of it. Their rum is sustainably produced, carbon-neutral, Fair Trade Certified, and even supports tree planting- not to mention delicious! This ad is visually appealing and informative, which helps consumers feel educated enough to make the most environmentally friendly decision when buying rum.
Patagonia- Don’t Buy This Jacket
In 2011 Patagonia ran an ad on Black Friday that showed one of their jackets with the caption “Don’t Buy This Jacket”. The purpose of this ad was to address excessive consumerism, which was timely due to the wastefulness of Black Friday shopping. Patagonia is known for their environmental and social commitments and has always strived to incorporate environmentalism into every aspect of their company. This ad certainly is memorable, and although seemingly contradictory to a typical company’s economic goals, actually goes to prove their commitment to the planet. By doing this they gain a competitive edge over other brands by being sincere in their marketing efforts and increasing their customer loyalty.
Pantone-The Colour of Dirty Water Campaign
This year, Pantone launched a campaign in recognition of World Water Day.
They hope to raise awareness of the fact that 771 million people worldwide do not have access to clean water. They use colour to visually represent the lack of access to clean drinking water and encourage people to donate on their website. The use of colour creates a powerful emotional response and is effective in conveying its message.
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