Since its inception in 1970, Earth Day has been a yearly reminder to respect the planet we live on and try our best to restore it. Whether it's planting a tree, cleaning up your local park or continuing the practice of recycling, people are doing their part to make a difference. On a larger scale, consumers are watching and want to support brands that are taking a stand in a way that is authentic to their messaging. So much so that recent studies have shown that 82% of consumers would pay more for a product from a company they believe aligns with their own personal values. No matter how you cut it, consumers want a conscious brand. In the PR industry, it is important for companies and brands to be authentic in their PR campaigns surrounding Earth Day.
Companies can participate authentically on Earth Day by creating a campaign that speaks true to their brand, takes a stand on a social issue and ties back to a powerful message. In 2020, amidst the start of the pandemic, NASA marked Earth Day’s 50th anniversary with the hashtag #EarthDayAtHome. NASA’s mission was to help connect us virtually and did so by encouraging people to share images on social media using the hashtag. These images included people doing science activities and creating original works of art inspired by Earth Day. Each year NASA celebrates Earth Day by creating remarkable posters of the Earth. For Earth Day’s 50th year anniversary, NASA used real science data to present a stunning illustration of how our planet’s interconnected systems are its beating heart. Just as its interconnected systems are the heartbeat of the earth, so are brand's ESG initiatives the lifeline of their organization.
This NASA campaign hit the mark on authenticity as the campaign stayed true to the brand and shared a powerful message. The artist behind the illustration, Jenny Mottar explains that her inspiration was derived from trees. Tree roots attach to fungi underground, which not only allow them access to more water but also enable them to communicate with each other for miles. NASA did just this with their campaign. They helped people to connect with each other around the globe during a time where we were all isolated. Their campaign raised awareness all while staying true to authenticity by creating #earthday as a way for everyone to stay connected.
Brands should not only talk about ways they can help the environment but also show consumers that they are acting on real change. As a brand celebrating earth day, make sure to carry out actions with pure intentions. As a consumer, make sure you do your part as well by supporting the environment in any way you can!
- Liana Zamora, Account Associate