By the year 2050 there will be more plastic in the ocean than fish, according to the World Economic Forum. Think about that and allow your brain to process that information. Many organizations are pivoting from plastic, in an attempt to make a conscious effort to be more sustainable. While I commend their intentions to move towards sustainability, I can’t help but question their motives. Is sustainability just a buzzword to protect a brand’s corporate image or is it about good corporate citizenship?
There’s no child’s play here
Take Hasbro for example, they have committed to phasing out plastic (but not in its toys). Hasbro is aiming to stop using plastic in its packaging by 2022. The last time I personally heard Hasbro’s name mentioned in news media was back in 2016, when the “Chewbacca Mom” video went viral; racking up more than 144 million views.
Do they have their head in the clouds?
San Francisco International Airport recently joined the charge, banning the sale of plastic water bottles. The move comes in support of other large organizations and airlines who are making eco-friendly changes. The airport’s official Twitter account @flySFO began the campaign in early August 2019, calling for travelers to bring their own refillable bottles and take advantage of the 100+ hydration stations in the airport. All airport retailers, restaurants and airline lounges can no longer sell or provide plastic bottled water. The #ZeroWaste movement is an interesting one to me, with many contradictions. The attempt is to help lower net carbon emissions and energy use throughout the state, reports the San Francisco Chronicle. However, the real concern when it comes to carbon emissions is surely air travel versus plastic bottles of water, no?
I agree that the sum of the parts is greater than the whole, and that we must all make small changes to begin to generate an impact. I still question if these “sustainability” efforts are genuine. As PR pros, we know finding story hooks and angles for clients can sometimes prove difficult but behind all the buzz, what is the real message from SFO? Are they leading the way for others in the industry or just looking to attract media coverage? Time will tell.
A royal affair: PR tactic or the real deal
Prince Harry’s latest initiative which focuses on the travel industry’s impact on climate change plans to tackle wildlife conservation, while protecting the environment in the top tourist spots around the world. The Prince’s late mother, Princess Diana was known for her humanitarian work too, so perhaps having a royal chime in on the sustainability issue will convince others to stand up and listen. The project, Travalyst includes big names, Booking.com; TripAdvisor; Visa; Ctrip and Skyscanner. These big corporate brands are aligning with a very recognizable spokesperson, who recently came under scrutiny for using a private jet to take a vacation with his family. But while some may scream hypocrisy, there are mitigating reasons for Prince Harry and family to guard their personal safety, and one must give credit where credit is due.
It is not easy to be put under a microscope, especially for a cause you feel strongly about. And in the age of social media, everyone’s a critic. Props to the Prince for not shying away from the comments and addressing them head on. I don’t think sustainability is a buzzword he chooses to throw around, but it will be interesting to see what changes the project will make and how it will impact the big brands involved.
If you need help generating buzz for your brand and want to work with a partner that has their finger on the pulse, contact marketingworx to set up a consult. With more than 17 years of experience we have seen many fads come and go over the years, but we have the knowledge to spot a fake when we see one. We strive to deliver genuine and authentic results to elevate your brand.