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.
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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.
Fashion Revolution Week
Giveaways & competitions
L-R: Naadam Email US - Apr 15, 2021; Triarchy Email US - Apr 21, 2021
World Land Trust
Tree People & One Tree Planted
Plant for the planet & South Downs National Park
Clerb & Friends Of The LA River
Captains for Clean Water & Fashion Makes Change
Surfrider Foundation & Sierra Club
American Forests & Oceana
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.
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.
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