Global Brands Embrace Eco-Friendly Campaign for Sustainable Growth
By Haroon Aremu
Leading brands worldwide are reshaping their advertising strategies to prioritize sustainability to reflect global trend towards environmental consciousness.
This was coming amid growing concerns about climate change and ecological degradation, companies are now taking proactive measures to reduce their environmental impact while maintaining effective communication with consumers.
Brands like the UK Coca-Cola company recently launched a trial initiative to remove labels temporarily from Sprite and Sprite Zero on-the-go bottles.
This move not only tests the marketing strength of the renowned beverage brand but also underscores its commitment to sustainability.
Similarly, MasterCard, a prominent digital service platform, announced plans to phase out the use of Polyvinyl Chloride (PVC) Plastic on payment cards by 2028. Instead, the company to produce cards using more sustainable materials, such as recycled or bio-sourced plastics, starting from January 1, 2028.
In Nigeria, Seven-Up Bottling Company Plc. joined forces with Yalo, a leading conversational AI platform, and the Food and Beverage Recycling Alliance (FBRA) to transform waste management, recycling, and environmental sustainability perceptions.
This strategic collaboration marks a significant milestone in reshaping the country’s recycling market by integrating artificial intelligence and community engagement to achieve environmental sustainability goals.
While addressing eco-friendly practices in advertising, Lanre Ashaolu, Managing Director of Four Pulley Limited, stresses the importance of using recyclable materials in advertising campaigns.
He said by opting for materials with minimal environmental impact and maximizing their lifecycle, brands can reduce waste and contribute to natural resource preservation.
Adetunji Oyebanji, MD/CEO of 11PLC, emphasizes the urgency of transitioning to alternative energy sources in industries reliant on finite resources like oil.
He urges brands to integrate sustainable goals into their business operations to address environmental, economic, and social issues collectively.
Jeffrey Greenbaum, Global Public Policy Chair at International and Chairman of Global Advertising Lawyers Alliance (GALA) warns advertisers about the heightened check of sustainability claims.
As regulatory standards tighten and consumer awareness increases, brands should anticipate increased checks from regulators, NGOs, competitors, and consumers regarding their sustainability initiatives.