Over recent weeks, news about the Extinction Rebellion (XR) movement has flooded our news headlines and social feeds. Central London has ground to a halt with campaigners camping out and its actions have spread across the globe to cities such as Berlin and Sydney.
While XR campaign to ‘halt mass extinction and minimise the risk of social collapse’, some of the big brands are doing their own bit to become more sustainable and reflecting the public’s growing concern with impending disaster facing our natural world, have launched their own green marketing campaigns so we can all do our bit to become more socially responsible.
Green marketing refers to selling products or services by highlighting their environmental benefits. It can be otherwise known as eco-marketing and consumers recognise such brands by terms like “organic,” “eco-friendly,” “recyclable,” or “sustainable.”
Outdoor clothing brand Patagonia, contributes to climate change issues and works on discovering sustainable ways to produce products. It also has its Worn Wear initiative that helps consumers to keep their gear in action longer through repair and reuse, and recycles your garments when they’re beyond repair. It also regularly donates millions to initiatives supporting sustainable agriculture practices, protecting endangered species, and restoring forests.
In 2016, The Body Shop started an ‘enrich not exploit’ campaign (that is still going today) that aims to enrich people, its products and the planet. This meant that all of the brands products and inputs had to have no negative social of environmental impact and engage and empower customers to act in the best interests of people and the environment. The brand is already well-known to support farmers, defends human rights, initiate health treatments and provide training events for its employees and this campaign also identifies its values to protect the planet.
Lego stepped up its mission to tackle plastic waste by introducing blocks made from sugarcane. It released a range of plant-shaped bricks named ‘Plants for Plants’ as part of an eco-overhaul and it is aiming to roll this out to all its bricks by 2030.
It seems we can all do our bit to help the planet and look for more ‘eco-friendly’ options when shopping but with the world of fast-fashion being one of the biggest contributors to damaging the planet so do all brands need to get on board and do their own bit of green marketing? And how quickly can these changes be made?