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Kayla Marci

May 4, 2021

Earth Month: What happened and what's next

Here are the individual stand out features and major themes across Earth Month communications.

From a day to a full month, more retailers are celebrating Earth Month with more vocal communications, sustainability initiatives and collaborations with non-profit organizations. 

As we anticipate more frequent year-round messaging around Earth Day, find out the key themes retailers promoted throughout April and how they can prepare themselves for next year.

Want to see the data behind these insights or other celebrations throughout the year? Reach out for a demo today.

EDITED's key takeaways

• Email mentions of "Earth Day," "Earth Week," "Earth Month" or "Fashion Revolution Week" were up 42% and featured at 32% more retailers YoY.

• "Earth Day/Month is every day" was a core theme underpinning retailers' promotions by sharing small steps on eco living and shopping as well as communicating company milestones and future endeavors.

• Though an event not traditionally associated with discounting, H&M offered membership points to shop its conscious range. Otherwise, allocating a proportion of sales to a charity was popular, especially with COVID ushering in the kindness economy. Offsetting emissions by planting trees was favored by Cult Gaia, Levi's, Hunter and more.

• The first email in 2021 was a week earlier than in 2020 on March 21st. With sustainability becoming more embedded in retailers' everyday products and processes, we can expect Earth Month communications to blur into promotional calendars year round.

Stand-out stories

 

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L-R: Outerknown Email US - Apr 22, 2021; H&M Email UK - Apr 22, 2021; Allbirds Email UK - Apr 22, 2021 
 

earth month earth month earth month

L-R: Levi's Email UK - Apr 22, 2021; Universal Standard Email US - Apr 22, 2021; House of Sunny Email - Apr 21, 2021
 

Major themes

Virtual events

earth month earth month 
L-R: Tommy Hilfiger US Email - Apr 21, 2021; The RealReal Email US - Apr 16, 2021
 

Conscious brand edits

earth month earth month 
L-R: Folklore Email US - Apr 22, 2021; Coggles Email UK - Apr 22, 2021
 

Everyday tips

earth month earth month

L-R: Poshmark Email US - Apr 17, 2021; West Elm Email US - Apr 22, 2021
 

Progress updates

earth month earth month 

L-R: Madewell Email US - Apr 22, 2021; AXEL ARIGATO Email UK Apr 22, 2021
 

Fashion Revolution Week

earth month earth month 

L-R: The Sleep Shirt Email US - Apr 20, 2021; Lara Intimates Email UK - Apr 22, 2021
 

Natural materials

earth month earth month 

L-R: Esprit UK Email - Apr 21, 2021; Hanna Andersson Email US - Apr 15, 2021
 

Zero waste

earth month earth month 

L-R: Ganni Email UK - Apr 22, 2021; Nordstrom US Email - Apr 21, 2021
 

Giveaways & competitions

earth month earth month

L-R: Naadam Email US - Apr 15, 2021; Triarchy Email US - Apr 21, 2021

Giving back

World Land Trust

earth month earth month 
L-R: Hunter Email UK - Apr 22, 2021; Mint Velvet Email UK - Apr 20, 2021
 

Tree People & One Tree Planted

earth month earth month 

L-R: Cult Gaia Email US - Apr 22, 2021; Bodega US - Apr 20, 2021
 

Plant for the planet & South Downs National Park

earth month earth month 

L-R: La Coqueta Email UK - Apr 22, 2021; Aspinal of London Email UK - Apr 22, 2021
 

Ellen MacArthur Foundation & Nature Is A Human Right

earth month earth month 

L-R: Frame Email US - Apr 22, 2021; Selfridges Email UK - Apr 22, 2021
 

Clerb & Friends Of The LA River

earth month earth month 

L-R: Lisa Says Gah Email US - Apr 16, 2021; PacSun Email US - Apr 22, 2021
 

Captains for Clean Water & Fashion Makes Change

earth month earth month 

L-R: Columbia Email US - Apr 22, 2021; Hudson Jeans Email US - Apr 22, 2021
 

Surfrider Foundation & Sierra Club

earth month earth month

L-R: American Eagle Outfitters US Email - Apr 22, 2021; Marine Layer Email US - Apr 18, 2021
 

American Forests & Oceana

earth month earth month

L-R: Joules US Email - Apr 22, 2021; Nautica US Email - Apr 22, 2021
 

Timing

The first email in 2021 was a week earlier than in 2020. On March 21st, Carbon38 promoted earth tone activewear with the caption "Every day is Earth Day in these colors."

Earth Day, April 22nd, remained the most popular date for emails across the US and UK, followed by the 20th and 21st. The earlier date offers scope to include communications around 420 and celebrating cannabis culture. However, with intersectional environmentalism in mind, retailers need to be conscious of capitalizing on the event while Black people are 3.73 times more likely to be arrested for possession than White people[1].

As the pressure intensifies for retailers to overhaul products and processes to become more ethical and environmentally friendly, Earth Month promotions will not only become more frequent - timings will blur. With more eco events on the horizon and retailers wanting to live up to their "Earth Day/Month is every day" catchcry, promoting sustainability efforts year-round will combat being perceived as performative.

earth month

Thred Email UK - Apr 21, 2021
 

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