Earth Day 2023—how brands are celebrating the holiday

Criticism for greenwashing has led to brands becoming more reticent about their environmental claims—and in turn, receiving backlash for “greenhushing.” But people who are concerned about the environment make up about $2 trillion in spending power, according to a report from Numeratorand, and a number of brands aren’t missing out on the opportunity to reach them this Earth Day, which is Saturday. Below, a look at how some brands and organizations are marking the day. Kimpton Hotels Kimpton Hotels and Restaurants has created a “Plant Pals Program,” which lets guests choose a plant from a menu, call the front desk and have a plant—with punny names like Snake Gyllenhaal—delivered to their room for free. The program was created in partnership with influencer Plant Kween, who chose the plants for each location. The plants come from local vendors such as Idyll Mercantile in Santa Barbara, California, and Blk Girls Green House in Oakland, California. The program is also available at Kimpton’s international locations such as Barcelona and Japan. Also read: How marketers prepared for the 4/20 holiday Impossible Foods Impossible Foods is emphasizing its “mini” effect on the environment compared to animal meat. The plant-based brand claims that its burger produces 91% less emissions than a beef burger. The “Mini Impact Kitchen” campaign, created with Deloitte Digital, shows mini hands making food, touching grass and turning a mini globe. The brand will also tap creators to post videos making tiny food on TikTok, and has taken out a tiny ad in the New York Times. Related: Inside this year's tastiest marketing stunt Lavazza In a jokey effort to highlight the need to protect the Earth, Lavazza has launched a fake new coffee blend called “Tierra Marte,” which is new packaging wrapped around the brand's existing Tierra Amazonia product. The name translates to “from Mars” and aims to tell consumers that if we want to avoid getting coffee from Mars, we need to protect Earth. Consumers can buy the fake product at Eataly’s Flatiron location in New York and in Los Angeles on Earth Day. Xbox Microsoft’s Xbox launched an educational initiative about ocean conservation on its Twitch channel in partnership with the Seattle Aquarium, which includes a tour of the aquarium and a Q&A with marine conservationists. The company will also feature environmental organizations including the Nature Conservancy, Water.org and the World Wildlife Fund on its Xbox console throughout April, allowing Microsoft Rewards members to earn and donate points to one of the highlighted organizations. Paper and Packaging Board The Paper and Packaging Board—an organization overseen by the U.S. Department of Agriculture that promotes paper product use—launched a campaign with agency Manifest that plugs paper as an environmentally friendly option. The campaign includes spots featuring “Parks and Recreation” actress and comedian Retta, who tells people to “go papertarian” which is “like being a vegetarian–only I don’t chew paper, I choose paper,” she says. The spots show Retta shopping and recycling and teaching others how to use paper in an environmentally friendly way. Samsung The electronics brand has partnered with Jaden Smith, who co-founded clothing company MSFTSrep, to create a limited-edition line of accessories dubbed “Samsung Galaxy x MSFTSrep Eco-conscious Accessories Collection.” Designed in hippie-style swirls and bright colors, the sustainably-sourced accessories line—which is packaged in recycled paper and card, printed with vegetable ink—includes four case styles and watch bands and faces. Lundberg Family Farms Organic rice and quinoa brand Lundberg Family Farms has launched a campaign called “Ducking Good” that includes taking out a full-page ad in the New York Times announcing that “Every Ducking Day is Earth Day.” The campaign refers to the brand’s efforts with baby ducks by partnering with organizations such as California Waterfowl to save any duck nests found in its fields. Potential Energy and Science Moms Science Moms, a group of scientists aimed at getting mothers involved in climate work, has launched a $2 million ad campaign called “Cleanversations.” It aims to create conversation about climate change. The effort will run through Earth Day and comes from the startup agency Potential Energy Coalition, which focuses on climate crisis communications. The effort includes the films “Smoking Bus,” which shows how diesel buses affect children by comparing it to a bus driver throwing cigarettes on seats, and “Game Show,” which shows a mother getting excited over clean energy laws. The films will run on platforms including streaming TV, YouTube, and radio, as well as social media and out-of-home billboards. Casetify Phone case brand Casetify shared figures for its “Re/CASETiFY” program, a recycling program that allows people to send in their old phone cases from any brand for a discount code. The upcycling initiative has stopped 88,185 pounds of plastic from going into landfills since it was started, according to its announcement. The brand uses the recycled plastics for its Impact and Bounce phone case lines along with its Lite Sport Band.

Earth Day 2023—how brands are celebrating the holiday

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