This weekend the world celebrates Earth Day – a time to reflect on environmental impact and take action to create sustainable change. Established in 1970, Earth Day is now celebrated by more than one billion people worldwide – including participation from countless companies. Here’s how organizations are choosing to keep the holiday fresh and top of mind through engaging consumer activations:
- Expanding Efforts: For the second year in a row, Adidas will work with Major League Soccer (MLS) and Parley Ocean Plastic to provide jerseys made from upcycled plastic reclaimed from ocean waste collected from coastal communities for all 23 teams playing over Earth Day Weekend. This expands on last year’s commitment, when only one game featured the Parley’s kits.
- Education for Action: Madewell sent an email to consumers detailing its commitment to eliminate single-use water bottles at its headquarters. Additionally, a portion of the proceeds from Madewell’s Mother Earth Tee will support the Surfrider Foundation, which works to protect the ocean, waves and beaches. The retailer also took the opportunity to raise awareness for its longstanding denim recycling program and upcoming pop-up tour.
- Connect on Issues that Matter Most: JetBlue launched its GreenUp campaign, giving consumers the opportunity to vote for earth-friendly causes. Each day, consumers can vote for causes in four categories: Wildlife, Urban Environment, Climate Change and Conservation, and the winning organizations will be awarded a $15,000 grant from JetBlue for Good. With each vote, individuals are also entered to win two roundtrip travel certificates with carbon offsets
- Leveraging Assets to Share New Perspective: NASA is highlighting its innovative technologies and encouraging the public to use several online tools to connect and better understand our planet, including: a map where users can create gifs of tropical storms, iceberg movements and wildfires, and an app where users help prevent the spread of mosquito-transmitted diseases.
While many companies already have substantial CSR goals in place, Earth Day is a moment-in-time to invite consumers to join brands’ efforts. Knowing that 63 percent of Americans are hopeful businesses will take the lead to drive social and environmental change, companies have an opportunity to step up and communicate these types of messages year-round to consumers.
By: Anna Wendt, Assistant Account Executive