Earth Day - Brand Activations & Social Tie-Ins
The most successful brands practice sustainability throughout the year — but if there’s any one day to take action and show appreciation for Mother Earth, it’s #EarthDay.
This year, April 22nd will mark the 15th anniversary of Earth Day. Since its inception in 1970 — when people demanded an end to toxic pollution of air, water, and soil — Earth Day has inspired brands to commit to sustainable practices in commemoration of the day. Companies join the conversation each year with integrated campaigns, social media stunts, and even new product lines.
As we adapt to the current world climate — in which our planet, people, and profits have all taken a hit — focusing your marketing efforts on the Earth has never been so timely. Not to mention, the actions companies take can heavily influence consumer behavior. For marketers, it’s especially important to reflect on what this environmental movement launched half a century ago means to your brand.
So, how can your brand get involved and celebrate the most “green” day of the year? We’ve compiled some brand activations from past years to inspire your 2020 Earth Day marketing strategy.
Busch’s Book Honoring Trees
Busch, a brand priding itself for brewing beer for the outdoors, partnered with the National Forest Federation to bring the world a book honoring trees across America last year.
This premium, hard-cover coffee table book titled “Rooted In Love” is made from FSC Certified recycled paper, with each page celebrating a different tree across America. Busch donated all proceeds from the book sales to the NFF, which helps conserve approximately 200 million acres of forests.
This stunt is just one component of Busch’s partnership with NFF, which began in 2018 with the launch of several sustainability goals to work toward by 2025.
SodaStream “Proud To Be Green” Challenge
The world's leading sparkling water brand and countertop carbonated water machine announced a clever Earth Day challenge in 2019: It would give back to every person and place living up to the name “Green.”
SodaStream presented the challenge to “Green” cities and people, including towns like Green Bay and Greenville, and given names like Green and Greenberg. One SodaStream bottle can help the average family reduce more than 3,700 bottles and cans from our planet, and SodaStream is leaving it up to “Green” residents and cities to spread this message.
This innovative campaign all stemmed from its longstanding mission to reduce the world’s use of single-use plastics. The company gave SodaStream machines to all public town buildings in more than 70 “Green” towns and cities. In addition, “Green” residents in these towns could receive an exclusive 50% off discount for a special 48-hour-long promotion starting on Earth Day.
The North Face “National Holiday” Petition
The North Face — whose entire company is built on the idea of exploring and enjoying the Earth — is a purpose-driven brand year-round.
In fact, the company is so strongly rooted in its environmental activism that it launched a petition on Change.org to make Earth Day an officially recognized holiday. 15 other eco-conscious brands, including Clif Bar, S’well, and National Geographic, co-sponsored the effort.
Embracing the notion that “love for our planet comes from having the freedom to explore it,” The North Face closed all 113 of its stores to encourage people to unplug from technology and appreciate the Earth. This would allow employees and consumers to take a moment for real-life reflection.
“There’s one day when we’re supposed to celebrate the Earth … and it isn’t a formally recognized thing, said Tom Herbst, global vice president of marketing at The North Face.
The North Face received an overwhelmingly positive response — even from one of its competitors, REI. The outdoor gear retailer commended The North Face for taking a stand on societal issues and putting their values into action.
Ocean Spray
Last year, Ocean Spray committed to sustainably farming all of its cranberries — making it the first fruit cooperative in North America to verify 100% of its crop as sustainably grown.
In this monumental commitment with 700 cranberry farmers, Ocean Spray put a spotlight on its brand purpose across all of its digital channels. Its mission, “Connecting Farms to Families for a Better Life,” is truly brought into action through Ocean Spray’s creation of a sustainable agriculture model. Most importantly, this effort shows the company’s dedication to an ongoing sustainability initiative, rather than a one-and-done stunt.
It’s time to honor MOTHER Earth
More and more, consumers are looking toward brands to become advocates for a better society, and push past their classic business interests.
In 2020, companies have the opportunity to be a voice of hope amidst the uncertainty facing the world right now. And although we celebrate Earth Day from a distance, the need to protect our planet is a commonality that ties people together.