BRANDS GOING GREEN MUST TURN WORDS INTO ACTION
More brands are starting to strengthen their eco-friendly messaging by championing a range of environmental causes. For the ones doing it right, this means tackling issues closer to home with material solutions.
With concern about environmental protection and sustainable development escalating, especially among younger people, consumers are increasingly looking to support brands that are trying to make a difference. But it can be hard to tell who’s making a difference and who’s just talking about it. Brands that want to integrate environmental sustainability into their message need to act in ways that make an impact, rather than just “green-washing.”
The best initiatives are those that create a shared purpose with customers - tied to brand identity - where real progress can be achieved.
OMO INITIATIVE PROTECTS VITAL WATER SOURCE
Every year, masses of tourists travel to the Three River Source area in Qinghai to see the spectacular waters, vast plateau of wilderness and purity of nature. These travellers leave behind plastic garbage, which is a threat to China’s chief source of water.
As the first international laundry detergent brand in China, OMO is taking on a duty of care for clean water. The OMO “Natural Clean Water Sustainability Initiative,” was launched to reflect the brand’s commitment to the health of China’s environment. The initiative was highlighted by a TVC (documentary) paying tribute to the volunteers who pick up trash in the Three Rivers source area of Qinghai Province - to encourage more people to become guardians of the source waters.
The campaign is a good example for how brands can balance awareness and image building with programs that make a material contribution to the environment. And, as an international brand, this initiative is also aimed at demonstrating a shared commitment to China’s well-being - which is an increasingly important objective in itself.
As the first international laundry detergent in China, OMO is protecting its legacy, demonstrating its commitment to China’s environmental well being.
TURNING TRASH INTO ART TO TELL AN IMPACTFUL STORY
OMO used thousands of plastic bottles and garbage bags to create a plastic mountain in the Qinghai Three River Source area and the city centre of Shanghai. In Shanghai, the brand engaged with more target consumers to build awareness of the importance of protecting the environment and sustainable, clean natural water resources.
OPPO PUTS EYES ON WILDLIFE (AND ITS PHONE CAMERA)
OPPO created an initiative to draw attention to endangered animals as part of a campaign for its Find X3. While this has some value in terms of garnering awareness, it mostly supported the phone’s camera function rather than real-world impact, bringing it uncomfortably close to “green-washing.”
