Each year, Earth Day—April 22—marks the anniversary of the birth of the modern environmental movement in 1970. This Earth Day, celebrations will be taking place around the world to get consumers and businesses thinking about how they can be more ecologically responsible.
For many years, mainstream America remained oblivious to environmental concerns, but the stage was set for change in 1962 with the publication of Rachel Carson’s New York Times bestseller Silent Spring. Public awareness and concern for living organisms, the environment and connections between pollution and public health was finally being highlighted.
Earth Day 1970 gave voice to that emerging consciousness, channeling the energy of the anti-war protest movement and bringing environmental concerns to the forefront.
Businesses can learn from certain industries such as clean energy and recycling enterprises when it comes to crafting the right campaign for their own environmental friendliness purposes on Earth Day. From highlighting a company’s own internal initiatives to simply educating customers in the best practices of sustainability, there are a wealth of opportunities to generate buzz this Earth Day.
One example of a smart Earth Day campaign come from online tech retail firm Newegg and Web-based trade-in application Buybak, which partnered to launch a marketing initiative with green intentions. The companies are targeting Los Angeles based businesses this Earth Day, allowing them to acquire financial rewards and incentives for properly recycling their electronics through the Buybak service. This way the companies and consumers can both take part in in the recycling fun and incentives.
Go Green Electrically is a multi-vendor e-commerce store that focuses on energy efficient consumer electrical products thereby promoting the reduction of carbon emissions created to generate electricity. The market value for green electrical products is over $700 million and is growing at an enormous rate. Think of Go Green Electrically as an Amazon, Etsy or Google Shopping, but with a focus on green electrical products. They allow the consumer to compare products from an energy efficiency, carbon emission, customer ratings, and cost perspective. Go Green Electrically is a perfect example of go-to resource and specialized e-commerce platform for companies and consumers who care about our impact on the Earth.
Remember, when making an Earth Day campaign, a brand must ensure that the content or general scope of the program leads the customer to believe in the firm and trust that their practices are dedicated to environmentally conscious entity.
Now, as is the case with any marketing campaign, businesses getting involved in Earth Day must ensure that they are adding substance to their brand while not putting the audience off. So, make sure your campaign makes sense and ties into Earth Day, and always consider leveraging data driven marketing programs.