This past Wednesday, April 22, the world celebrated its 45th Earth Day. Every year, communities come together to demonstrate their support of environmental protection by putting together events that help encourage public awareness. In addition to individual efforts, research from the Natural Marketing Institute (NMI) indicates that “over the past five years both U.S. consumer awareness and consumer attitudes toward sustainable or ‘green,’ brands have increased to an all-time high.”
Many companies and brands participated in Earth day this year by using social media accounts to showcase their “pride for the planet.” On a variety of social media platforms, companies inspired one another to launch campaigns focusing on their sustainability efforts reaffirming their commitments to the environment. A sense of community and public pride was evoked having companies across the globe provide tips for environmental protection to their networks.
Neutrogena was one brand that stood out among many others this year. For its annual Earth Month campaign, the brand choose to dramatically change how it targets its audiences by launching a digital-only campaign that promoting water conservation in addition to a new line of environmentally friendly makeup wipes with actress Kisten Bell as the brand’s spokeswoman. The efforts of this new campaign center around the #WipeforWater hashtag to inspire consumers to use Neutrogena’s wipes for seven days which would save about 35 gallons of water per person. Neutrogena will also be donating $1 (up to $50,000) to the Nature Conservatory for every person who pledges online to Neutrogena’s Earth Month cause.
Inspired by Neutrogena’s engaging campaign and creative thinking, how can we as consumers start holding ourselves at a higher standard and become actively conscious of our environmental responsibility in our daily lives?
Watch Kristen Bell explain Neutrogena’s campaign here: https://www.youtube.com/watch?v=X4ScVY-hZJ4&feature=youtu.be