Each April 22, Earth Day celebrates our planet and the efforts being taken—or that should be taken—to protect it. And, each year, several brands join the conversation with announcements, partnerships and ongoing initiatives to let consumers know they care.
The North Face Says ‘Make It Official’
The North Face closed its 112 stores and is petitioning to make Earth Day a National Holiday along with 15 other organizations. The outdoor gear brand says it has been active in its conservation efforts since being founded in 1966, four years before the tradition of Earth Day began.
In the week leading up to Earth Day 2019, The North Face launched an initiative in NYC called “Explore Mode,” designed to encourage consumers to experience their surroundings, even the urban ones. The initiative included a 90s-themed concert by musician Ella Mai and fashion curator Brian Procell, culinary experiences by Chef Angela Dimayuga and an art exhibition by Model-artist-activist Gabrielle Richardson.
Other Explore Mode events are planned for London, Manchester, Munich and Paris.
Snapchat, UN Illustrate Rising Oceans
Glaciers are melting and the oceans are rising. According to Snapchat and the United Nations, humans need to curb emissions or else the world we know it will get a whole lot wetter by the year 2100.
Snapchat and the United Nations created a special Lens that superimposes different levels of water in a user’s environment based on the year and scientific data. The Lens is available to US Snapchat users for 24 hours in celebration of Earth Day.
Snapchat cites projections from The Intergovernmental Panel on Climate Change, stating that the oceans will rise by 10 to 30 inches by 2100.
Anheuser-Busch InBev Saves Trees, Swaps Ads With Nature
AB InBev has taken a number of initiatives for Earth Day this year that includes the continuing partnership between Busch beer and the National Forest Foundation.
For Earth Day, Busch is holding a fundraiser for the National Forest Foundation by selling a photography book called Rooted in Love: Busch’s Book of Beautiful Trees. Busch is donating all proceeds of the $20 book to the conservation of America’s National Forests. In September, the two organizations partnered to send consumers into the woods for a chance to win free beer for a year.
Michelob Ultra, meanwhile, introduced a Chrome plug-in that replaces advertisements with nature photography. The Earth Day activation uses consumers’ disdain for ads, claiming that the average person sees over 5,000 ads a day. “Wouldn’t you rather see nature instead?” the promotion asks.
When the “Pure Gold Ad Blocker” plug-in is installed, it replaces advertisements with a nature photo, overlayed with the hashtag #ExperiencePureGold.
Pepsi Vs. Plastic
PepsiCo announced a new carbonated water dispenser for the foodservice industry that will encourage reusable containers. The new machines will allow consumers to choose the level of carbonation, flavor and temperature.
An app will help consumers track water consumption and use a QR code that the machine will recognize along with beverage preferences. Users will also be given data such as the number of plastic bottles they are saving by using their own.
The new machine is part of PepsiCo’s goal to use 25 percent recycled content in its plastic packaging by the year 2025.
With each new generation, brands are adapting to consumer trends. Earth Day began in 1970 but as the March 15 “Global Warming Walkout” illustrated, young consumers are demanding action not just from Government officials, but brands they choose to support.
