Five brand campaigns on sustainability that stood out in 2022
According to experts, for consumers, it is not just about brands offering conscious or sustainable products & services, but it is about the belief the organisation has towards sustainability
With concerns about sustainability and climate change mounting by the day, brands too have been doing their bit to save the environment. As 2022 draws to a close, we look back at some of the campaigns of the year that stood out for their focus on sustainability and climate action and find out how experts evaluate these initiatives by brands.
#JaagoRe By Tata Tea to Fight Climate Change
Tata Consumer Products came up with a campaign aimed at creating a climate-resilient supply chain by making the agricultural sector more sustainable. The company collaborated with various partners to help tea farmers and producers and trained them on a range of sustainable agricultural practices, based on their specific situations and location. Between 2010 and 2020, the company claimed it exceeded its target and reduced emissions of GreenHouse Gases by 26%.
Himalaya Wellness Company’s tree plantation initiative
Himalaya started its tree plantation drive in 2012 and has planted over 8,00,000 trees of 89 species in the Western Ghats. It partnered with the Society for Environment and Biodiversity Conservation (SEBC) to plant an additional 1,00,000 saplings of trees across the Western Ghats. Preserving flora and fauna remains core to Himalaya’s belief, and to practice what they preach, the tree plantation drive was born. This also paved the way for several employment opportunities for the local communities.
Hyundai Motor India’s ‘Save Water Challenge’ for customers:
Hyundai encouraged its customers to choose dry washing when they gave their cars for servicing. Each dry wash saved approximately 120 liters of water. The 15-day Save Water Challenge commenced on June 3, 2022, and rewarded participants with online and offline activities.
Nestle Maggi’s 2-minute Safai Ke Naam campaign
This video campaign by Nestle was launched on World Environment Day 2022 and featured actor Rajkumar Rao. The video is aimed at supporting “Swachh Bharat Abhiyan” and suggested customers throw the wrapper in a dry garbage dustbin. The idea was to teach people that it takes just about 2 minutes to make a difference when one truly cares. It urged Maggie fanatics to not litter the surroundings by leaving the wrapper out in the open and instead dumping it in the dry waste bin.
Log9 Materials #MadeForThemAsWell
The brand is known for pioneering responsible energy solutions that infuse conscience into commerce. Being a deep-tech startup, Log9 aims to bring about changes in the EV industry.
Talking about the initiatives taken by brands for climate, Swagatika Das, Founder, NatHabit, says the common mindset has shifted from a consumerist approach to a more conscious & environmental approach in just a few decades.
“Today there is an explosion of examples that will show you how people are not just aware, but also have been taking action to ensure that we are sustainable, and the planet lives longer. From nations getting together to sign the Paris climate change agreement to consumers choosing brands that have ethical or trend towards sustainability practices and values, there is a clear shift in trend towards sustainability.”
Das further adds, “We do see more and more brands moving towards sustainability. It is not just about making/giving conscious or sustainable products & services, it is rather about the belief the organisation has towards sustainability.”
Founder and CEO of MadHawks Ravi Kumar shares, “Brands are increasingly focused on promoting environmentally friendly packaging and ensuring sustainability to build a better reputation among customers by demonstrating that they are an ethical company. Sales may rise as a result of higher revenue and profits.”
Kumar says further, “Of course, we need more and more brands to provide long-term sustainable options to customers as there are currently very few brands pursuing environmentally strategies. If brands continue to raise awareness, they will not only achieve commendable results but there will also be a steady flow of healthy practices by customers in real life.”
Pravin Shiriyannavar, COO, of Brand-comm, a unit of Madison World, opines, “Today, brands want to be purpose-driven. These educational campaigns might influence the baby boomers and Generation X.”
