When asked about her proudest accomplishment as chief marketing officer of sustainable consumer goods company Grove Collaborative, Jennie Perry didn’t lead with the company’s recent IPO, how Drew Barrymore became an investor and spokesperson, or even Grove’s new retail partnerships. Instead, she talked about plastic.
“I have been with Grove for two years now, and I was attracted to Grove because of its purity of mission and its sustainability positioning,” Perry said. And before discussing Barrymore's involvement in the 2022 “Wish-cycling” campaign, Perry went into great detail explaining why the campaign mattered in relation to climate change.
At its core, the campaign details how plastic recycling is a myth. “Recycling is not the solution to plastic reduction and the effect that plastic has on the planet,” Perry said. “Plastic is around pretty much forever, and we are producing it at lightning speed and consuming products that rely on plastic at a greater degree every year.”
The “Wish-cycling” campaign drove more than 400 million total impressions and the brand acquired more than 590,000 new customers in 2022, according to Grove.