Each year, Earth Day brings renewed energy, attention and commitment to environmental issues and ways we as individuals and organizations can better protect our planet’s valuable resources. The global celebration serves as a reminder to incorporate sustainable practices into our personal lives and business models. According to Earth Day Network, this year’s Earth Day was dedicated to ending plastic pollution.
In the advertising and marketing world, Earth Day is not only an opportunity for companies to showcase their green initiatives, but a chance to connect with consumers on an emotional level, helping build positive brand energy.
This year Chicago businesses of all sizes took the time to make April 22nd part of their PR and marketing strategy by communicating brand values and championing Earth Day.
Divvy, Chicagoland’s bike share system, launched a weeklong promotional event offering free rides as a kickoff to Earth day and the annual Divvy Week. As an incentive to get cyclists to try the environmentally-friendly transportation program, 24-hour passes were made available at no cost to riders, thanks to Naked Juice sponsorship.
Taylor Farms, a Midwest favorite when it comes to fresh, flavorful salad kits, used Earth Day to remind their audience that they strive to grow green all year long and remain committed to sustainable practices that work to reduce their greenhouse gas emissions by using clean, reliable and affordable energy. Taylor Farms also utilized Twitter to launch a contest asking their audience to share a picture doing something good for the Earth using hashtag #GoToGreens for a chance to win a reusable tote bag filled with goodies and a shipment of organic greens.
#SheddTheStraw! For Earth Day this year, Chicago’s Shedd Aquarium asked the community to follow their lead and say no to plastic straws provided with cold beverages. The Shedd announced their removal of them throughout the cafes as part of an organization-wide commitment to reduce single-use plastics in their operations. Is 500 million plastic straws a day worth the sip? This is what they are urging Americans to contemplate. The Shedd also released a special Earth Day promotion in collaboration with Strawesome, a family-owned company who designs reusable glass drinking straws and stands by the motto, “plastic sucks.” We already carry reusable grocery bags and drink out of reusable bottles, so why not add a straw to the mix?
Out with the old and in with the new. The Chicago White Sox joined the Shedd Aquarium’s initiative. Beginning on Earth Day, this MLB brand has now stopped serving straws with drinks for the rest of the season at Guaranteed Rate Field. Guests will be provided biodegradable straws upon request. This black and white team just got a little greener.
Chicago Line Cruises, best known for their engaging, witty and informative architectural river tours, chose to extend their celebration and appreciation for our Earth all summer long. This summer 2018, Chicago Line Cruises partnered with The School of the Art Institute of Chicago and city organizations to launch a series of five Eco Boat Cruises. Experts in ecology, planning and design will discuss topics such as the Chicago Region’s ecological significance on a global scale, achieving ecological balance and delivering conservation in an urbanized world and fresh water as social justice through balanced urban and economic development. Sail down the branches of the Chicago River now through October.
Your company’s narrative, told through a PR sustainability strategy, helps customers buy into your organization by inspiring them and creating a meaningful connection. Brand loyalty is an emotional act. Next Earth Day, and every day, consider ways you can make a difference while making connections in local and global communities.