“Go green,” “carbon footprint,” “good-for-the-earth”, these terms are used now more than ever! The earthy, tree-hugger with a protest sign is no longer the association that comes to mind. Millennials have become the most sustainability-conscious generation yet. With more people becoming increasingly aware of their environmental impact, they want their brands to follow suit. Here are a few ways companies have shifted their brands to become more environmentally and ethically conscious.
You Are What You Eat!
Chipotle – More and more people are becoming concerned with maintaining healthy lifestyles, and that includes what they put into their body. Chipotle is a great example of a restaurant that understands that food is fuel and should be enjoyed by both your taste buds and your body. Maybe you’ve seen Chipotle’s online campaign featuring, ‘The Scarecrow’ which focused on Chipotle spreading awareness about knowing where your food comes from. They expressed this by introducing the idea of fresh, and wholesome ingredients. Within its first week on YouTube, the mini video was watched more than five million times igniting conversations everywhere. The video was accompanied by an app-based game that involved helping the Scarecrow himself in return for free food! How awesome it that? This campaign only enhanced Chipotle’s main message, which is to change the way people think about their food. After viewing their marketing efforts, it is safe to say that they are doing just that.
Panera – Although Chipotle still reigns supreme with its marketing campaign for a healthy fast food restaurant, Panera cannot be counted out just yet. Have you noticed the restaurant’s increased TV presence as of late? That is because Panera empathizes with the healthy lifestyle trend. They understand that people are starting to question the genuineness of their food, especially the ingredients involved. With their new campaign, “Food as it should be,” Panera is certain that consumers will pay more for better food that is not only good for them, but will also make them feel happy. And TV is not the only outlet Panera is using. They are also utilizing outdoor, radio and online ads, as well as a huge push in social media usage. Through hashtags such as #foodasitshouldbe and #Paneragoodness, consumers are able to join in the conversation of healthy food choices as well as their own experiences with the new menu items and Panera’s positive impact. Panera believes that this campaign, not only sends a great message, but reflects their own values as well.
H&M – Who says you have to sacrifice style for sustainability? H&M is one fashion company that believes environmentally friendly clothing can still look and feel fabulous. The Swedish retail clothing company is launching its newest campaign called, ‘Conscious Exclusive Collection’. This line is made from sustainable fabrics with a focus on global influences. The clothes made from organic cotton and silk, among other materials, only strengthen H&M’s inspired efforts to transition to a more continuous focus. Going along with this effort is actress and humanitarian, Olivia Wilde. Wilde shares a strong love of promoting environmentally conscious efforts and causes. Being a former model turned actress, Wilde knows her fashion. She believes that people shouldn’t have to compromise when it comes to eco-friendly and style. Wilde has teamed up with H&M to support this campaign because it advocates ethics in a stylish way. Other celebrities who are following Wilde’s example are, Dakota Fanning, Maggie Gyllenhaal and Rosario Dawson who have also donned outfits from the collection in support of the ecological message. With more and more fashion companies sharing the same beliefs, you can remain confident and proud in all of your consumer decisions!
Both the food and fashion industry have paved the way for other companies to be environmentally responsible. For instance, the Honest Company takes a safe approach when it comes to your home and family. Recent commercials of theirs might have a parent questioning whether products they use around the house are actually safe for their kids. Amazon is one unlikely source when it comes to being planet-friendly, however it is starting to become just that. The e-tailer is getting on board by cutting down on frustrating packaging and even using 100% recyclable materials, ensuring that customers are proud to shop their products. Although going 100% green is very difficult to do, brands are certainly making it easier for consumers to choose better options. If you’re thinking of revamping your brand image to reflect your moral ethics, contact us to kick-start your next campaign!