Less plastic, preservation of the Amazon and green energy gain space on the brands agenda

There’s no way back. The pressure of consumers, increasingly aware of the limits of the planet, has led companies to rethink not only the production process but also advertising actions.

Forest preservation, mining and green energy, to stay on the most obvious agendas, are strategic themes for brands to survive.

The movement, more than welcome, is necessary. “But companies need to have management practices that really change reality”, warns Rodolfo Guttilla, a partner at Cause, a consulting firm specializing in case management, “advocacy” and ESG, terms in English that refer to environmental concerns. .

“Consumers realize this and they attribute values ​​to these initiatives, rewarding companies with good practices and punishing those that have not yet adopted responsible actions”, he explains.

Below are some examples of these actions with an environmental bias.

PLASTICOFF (Whirlpool)

Worldwide, 300 t of plastics are generated (70% end up in the sea), says Whirlpool, an American company that manufactures Brastemp and Consul, in a campaign released in Mexico. “We know we are part of the problem, but we are also committed to being part of the solution,” reads the message, created by the agency VMLY&R, nominated in the Cannes Lions shortlist. The action brings a type of water-soluble plastic with the purpose of wrapping the brand’s home appliances.

CORONA ISLAND (Corona)

Renovating an island without using single-use plastic and applying solar energy. These are some of the pillars of an action by the beer brand, belonging to Ambev, which started to manage the tourist space. Located 40 minutes from Cartagena de Indias (Colombia), the place aims to encourage ecotourism, with the message of environmental preservation, and proposes to motivate guests to connect with nature, starting in July 2023.

GREEN YOUR CITY (Heineken)

The brand of Dutch origin plans, by 2030, to transform 80% of glass bottles into circulars and adopt renewable energy sources in 50% of points of sale in 19 Brazilian capitals. With this, the company intends to reinforce its platform of sustainable initiatives, with new consumer awareness actions, both in actions related to cultural life and the night scene.

RECYCLE ROCK (Braskem)

Plastic cup recycling initiative applied in the last edition of Rock in Rio, developed by the Publicis agency. Braskem teamed up with brands such as Coca-Cola, Natura and Heineken to transform materials used at the festival into raw materials. They were intended to shape Natura product packaging, for example. The action accounted for about 870 thousand waste collected.

PLAY FOR THE JUNGLE (Mastercard)

Use the gaming platform, so popular among young people, to make them aware of the importance of nature. That was the purpose of an action by the brand in the final of the Brazilian Championship of “League of Legends”. Developed by the agency WMcCann, the initiative, in honor of the Day of the Amazon, had a match with ten influencers in which they faced an insurmountable obstacle: a jungle on fire, which made them look for alternatives to advance in the game.

LET’S BE DIFFERENT (Coca-Cola)

With the slogan “world without waste”, the brand installed a structure in the Villa-Lobos park, in SP, to show how the returnable bottle journey works in a factory. The initiative explained from the cleaning of the packaging to the arrival at the consumer’s table. The space made it possible to exchange three empty recyclable containers for a full one. In Brazil, the American company has the goal of reaching 25% of sales volume in returnable packaging by 2030.