April 22 is Earth Day. This annual event mobilizes millions of people around the globe to take part in what is the largest civic-focused day of environmental action in the world.
The first Earth Day on April 22, 1970, activated 20 million Americans from all walks of life and is widely credited with launching the modern environmental movement. Growing out of the first Earth Day, Earth Day Network is the world’s largest recruiter to the environmental movement, working with more than 75,000 partners in nearly 192 countries to build environmental democracy. The organization works through a combination of education, public policy, and consumer campaigns. The passage of the landmark Clean Air Act, Clean Water Act, Endangered Species Act and many other groundbreaking environmental laws are a result of their work.
In 2019, Earth Day takes on a whole new meaning as we are facing a climate emergency. Young activists like Greta Thunberg are leading a global student movement to demand climate action and save the planet for future generations. The global, decentralized Extinction Rebellion is using acts of non-violent civil disobedience and demand that governments take immediate action to ensure a livable future for all.
How can brands be a meaningful and impactful contributor to this environmental movement without the risk of being criticized for greenwashing?
Here are a few examples of how brands can not just commemorate Earth Day but lead the way when it comes to environmental action that will make a lasting impact on our natural habitat.
Everlane + New York Times
The corporate media is usually silent when it comes to reporting on our climate emergency. That’s why I applaud that mission-driven fashion label Everlane has joined forces with The New York Times to shine a light on the outlet’s climate reporting. Because telling the truth makes a difference. Or as the Everlane/NYT campaign puts it: “Truth. It affects us all.”
As with previous campaigns, Everlane has put a lot of thought and substance into their Earth Day involvement. Their climate collection (which is already sold out) puts the truth about our rapidly changing climate at the center of a piece of clothing. You can now wear a climate statement and inspire others to educate themselves on the scientific facts and raise their voices, too.
As Everlane puts it on their website, “We believe that to make good decisions, you need to start with the facts. [….] So this Earth Day, we’re working together to give students access to reporting on the most important story of our time: climate change.”
For each Climate Collection product sold, Everlane will give nine public school students access to The New York Times through its subscription sponsorship program for one year.
Ocean Spray
Ocean Spray, an agricultural cooperative owned by more than 700 cranberry farmers in the United States, Canada and Chile, announced on April 19 that it is committed to advance sustainable agriculture practices across the entirety of its farmland by 2020.
“At Ocean Spray, we don’t believe that impact is a part of our business, we believe that impact is our business,” said Christina Ferzli, head of global corporate affairs at Ocean Spray. “We are proud of our family farmers who sustainably grow our superfruit, and we are committed to creating regenerative, healthy food with transparency for our consumers.”
What does 100% sustainably grown cranberries mean? Ocean Spray’s sustainable growing practices not only support the health of cranberry farms, but also the well-being of surrounding wetlands, upland forests, and neighboring communities. In some cases, Ocean Spray farmers are actively restoring habitats for native plant and wildlife, including many wetland species like frogs, turtles and cranes. This has positive implications for pest management and pollinator populations. For example, for every acre of cranberry bog, Ocean Spray farmers preserve an average of 5.5 acres of supporting undeveloped lands.
But it means so much more than a commitment to regenerative agriculture. Check out Ocean Spray’s Purpose to learn more, including a sustainable supply chain and packaging with purpose.
S’well
S’well commemorates its mission to rid the world of single-use plastic bottles with the launch of a limited-edition collection celebrating the brand’s Million Bottle Project and youth sustainability initiatives. The collection features two bottles – S’ip by S’well Bright Future and S’well Dream.
Bright Future is inspired by winning artwork from S’well’s 2019 Earth Day Design Challenge where NYC public school students in Grades 1-12 were given the opportunity to participate in the challenge, which allowed them to share their vision for a waste-free world through art and word. 100% of proceeds from the sale of the Bright Future bottle will go to support the NYC Department of Education’s sustainability initiatives.
Dream elevates the environmental message by showcasing rich and lush environments of a beautiful world with the artistic style of Post- Impressionist painters.
“S’well strives to create bottles and programs that will tap into the power and optimism of our community,” said Sarah Kauss, founder and CEO, S’well. “This design challenge harnesses the amazing spirit of our future leaders and the simple actions we can take to be agents of change.”
The North Face
The North Face wants to make Earth Day a national holiday. The outdoor lifestyle company launched a petition on Change.org to give people a designated day to explore nature. As of April 22, it has since garnered nearly 100,000 signatures.
“When people take time to appreciate Earth, they feel more connected to it and are more likely to protect it,” the petition reads. “That’s why we are taking a stand and committing that on Earth Day we will explore and connect with our surroundings.”
The petition is directed at government leaders around the world in the hopes they will allow people to spend more time outside and less time in front of screens by making Earth Day a national holiday. Other eco-conscious brands, including Clif Bar, Altra, Headspace and National Geographic have signed on as co-sponsors.
Sign and share to join the petition to support Earth Day as a national holiday.
Tentree
Tentree is a progressive earth-first, tree planting sustainable apparel brand. Every tentree purchase has a purpose: for each item sold, the company and its partners plant ten trees somewhere around the world.
The brands’ stated goal: to plant 1 billion trees by 2030. On their website, they share their mission: “We don’t want to just reduce the negative impact of the apparel industry, we want to use it as a vehicle for change. Our purpose is to revitalize our environment and inspire a generation to believe that they can do the same.”
To highlight Earth Day, tentree has launched a social media campaign by uploading a designated “Earth Day Post” and for every 10 likes the post receives they will commit to planting a tree in Biak Island, Indonesia. There full goal is to plant 500k trees through this campaign.
And tentree’s commitment to sustainability extends beyond planting trees. Every tentree item is made using a blend of sustainable fabrics. By using environmentally progressive fabrics in their products, including organic cotton, recycled polyester, cork, and coconut, the brand (which is a certified BCorp) literally weaves their mission into everything they do.
Photo by Porapak Apichodilok from Pexels
