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Many companies and organizations have embarked on ambitious campaigns to push the importance of climate change issues. Some have been more successful than others, but the important thing to remember is that we must continue to protect our planet from pending problems. Here are 10 of the best sustainability campaigns that marketed sustainability the right way.
Figurative shots were fired at Tesla Motors CEO Elon Musk when Hyundai put up a gigantic sign outside of the Geneva Motor Show to advertise its newest subcompact electric SUV. The poster displayed an image of the vehicle with the phrase “Your turn, Elon” above it.
Musk has been outspoken about traditional automotive companies in the past, which led Hyundai to call him out directly. “Hyundai’s ad is intended to highlight the fact that some companies — including Hyundai — are bringing real solutions to the market, while others are just talking about them,” the company said to USA TODAY.
Super Bowl commercials have been some of the most viewed content in media for years. In 2017 for Super Bowl 51, Melissa McCarthy appeared in a commercial for the KIA Niro, a fuel-efficient crossover vehicle. She is thrown through the wringer in the ad by trying to save the whales, the trees, the ice caps, and the rhinos, with all of these endeavors ending with a painful but hilarious conclusion.
The non-profit organization partnered with Tribal Worldwide Brazil and DDB Guatemala in 2019 to launch a campaign that fought against the pollution of plastic in our oceans. The provocative posters they released showed different marine animals with a plastic bag over their heads that read, “The plastic you use once tortures the oceans forever.” – A hard hitting but accurate summary of the way we treat oceans.
Mother London created an ominous commercial spot for Ikea which showed a massive meteor of garbage hurling towards Earth. Meanwhile, we hear a news anchor on a television saying that we must act now if we want to save our planet. When the characters in the commercial begin using Ikea’s reusable items, the meteor disintegrates and disappears.
The Denmark-based brewing company recently committed to zero carbon emissions at all of their locations by 2030. To help make this happen, they developed the world’s first paper beer bottle made from wood fibers. Both of the prototypes for the beer bottle are both bio-
based and fully recyclable. Carlsberg has also vowed to use less water at their sites and discover different methods of distribution, such as their plastic-reducing Snap Packs of beer.
In 2018, the French clothing line announced their “Save Our Species” campaign, in which they temporarily replaced their iconic crocodile logo with images of ten endangered species to raise awareness about their impending extinction. After the shirts were released during Paris Fashion Week, they quickly sold out. Since the company was founded in 1936, Lacoste had never sold their shirts without the crocodile logo. Something that made this campaign one of the most iconic switch-ups.
Niantic – the developer of the popular game “Pokémon Go”- asked players and various organizations to help them clean up the planet for Earth Day in 2019. The results were amazing, with 46 organizations in 41 countries as well as 17,000 players coming together to clean up 145 tons of trash. By helping Niantic with this initiative, players were rewarded with different bonuses for their trainers in the game.
The iconic denim company launched the “Buy Better, Wear Longer” campaign to combat the negative consequences of fashion production and overconsumption. They recruited six celebrities to encourage consumers to make changes in their purchasing habits. Brand president Jen Sey summed up the campaign’s ethos perfectly, saying: “Ultimately, Levi’s denim is meant to be worn for generations, not seasons.”
In 2011 for Black Friday, Patagonia published an ad in The New York Times urging people not to buy their jacket. This was part of their Common Threads Initiative, which was meant to inspire consumers to not buy so many of their high-quality products. They also claimed that it takes about 36 gallons of water to produce the jacket shown in the ad and that it emits 20 pounds of carbon dioxide. The campaign succeeded in raising awareness about a problem that is getting worse.
Over the years, the World Wide Fund for Nature have released both creative and provocative ads to raise awareness for wildlife conservation. Among the posters are one of a mother leopard and her cub walking with a size tag attached to them. Another one is a human baby crawling with a turtle shell on his back with the caption, “Imagine this is yours.” Their marketing campaigns have catapulted them into becoming one of the largest environmental organizations on the planet.
Many more companies will hopefully draw inspiration from these sustainability campaigns and create their own unique initiative. A big part of the future for our planet relies on our spending and consuming habits, so it’s time to start somewhere. Check out One Tribe brands who are working to protect the planet and minimize the carbon footprint of their e-commerce stores. Start shopping sustainably and protect the planet today.
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One Tribe is a Climate Action Platform enabling businesses and their customers to make a positive environmental impact.
