Consumers increasingly care about the environment, so sustainability has become an important consideration in modern marketing. Here’s how brands can integrate environmental gains into their work…
The Attenborough effect
BBC’s Blue Planet ll documentary brought the world’s attention to the impact plastic pollution has on our oceans. From albatross parents feeding plastic to their chicks, to seals being strangled by plastic netting, these heart-breaking images exposed the scale of a very real plastic crisis.
Faced with the consequences of plastic pollution, consumers and businesses are finally starting to move away from single-use plastics and are increasing the take-up of renewable products.
Leading brands such as Unilever and Coca-Cola are determined to reduce their waste footprint. Unilever has been working to ensure that all plastic packaging is fully reusable, recyclable or compostable by 2025. Drinks giant, Coca-Cola is also committed to increasing the amount of recycled content in plastic bottles to 50 per cent by 2030.
For marketers, there are decisions to be made on the key materials from which marketing activations are built. Getting to grips with a myriad of sustainable terms – FSC, PEFC, Chain of Custody, Carbon Offsetting, and Carbon Footprinting – is essential.