Environmental bona fides are only growing more important to consumers, with some surveys showing more than half of consumers take a brand’s eco-credentials into account when making a purchase.
And that’s not just true for foods and beverages — it even impacts consumption habits when it comes to electronics, furniture, and sportswear. So how exactly are brands like Patagonia and Hyundai leveraging their influence to help the planet and making sure their eco-credentials shine?
Patagonia gets creative
Patagonia is no stranger to helping the environment. Since 1985, the company has stuck to its commitment to donating a large chunk of its money to environmental causes — originally, it donated 10% of its profit to conservation groups, though that was later switched to 1% of all revenue.
But Patagonia’s new initiative is a little more, well, creative. Since 2018, the company’s digital platform Patagonia Action Works has helped connect grassroots, environmental groups, to volunteers across the globe. In response to the pandemic, the company has started recruiting volunteers in the creative and digital communities to help out environmental non-profits get back on their feet.
That sort of professional recruitment, as the company has pointed out, is typically beyond the means of a non-profit — but that doesn’t mean they don’t need creative and design skills. What exactly does that volunteering look like? It can be as simple as a quick consulting session over lunch, or a long-term collaboration that involves graphic design, web development, and even audience research.
Hyundai gets behind the planet
When it comes to the environment, Hyundai does what you’d expect a car company to do, working towards zero-emissions capabilities in its fleet of cars. But they’ve also polished their eco-credentials with a few recent and unexpected ventures.
A recent partnership with the ocean conservation organization Healthy Seas has allowed Hyundai to support sustainable marine ecosystems, and it’s that partnership that encouraged the company to go all-in when it comes to the environment.
Working with the BBC, Hyundai will be the exclusive sponsor of a new climate change publication, BBC Future Planet. The online publication will devote its coverage solely to climate change and its effects on the world — a pretty impressive eco-credential, to say the least.
Key takeaways
When it comes to earning eco-credentials, it’s not enough to simply send out a few donations anymore. Leading competitors are finding innovative ways to help the planet and leverage their strengths — all while getting the message out that they’re doing their part.