ANA Members Doing Sustainability Right
By ANA staff
As environmental concerns continue to gain momentum worldwide, the data shows that a commitment to sustainability offers brands an enhanced reputation, an opportunity for significant growth, and a greater connection to consumers. According to Nielsen, in 2015 alone, sales of brands that embraced sustainability grew more than four percent globally, while those that did not grew less than one percent. In addition, 66 percent of global respondents said they were willing to pay more for sustainable goods, up from 55 percent in 2014 and 50 percent in 2013.
There are a wide range of business practices that brands can be used to demonstrate a commitment to sustainability — from supporting nonprofits and civic organizations to responsibly sourcing materials and taking steps to reduce their carbon footprints. Here are examples of sustainability initiatives from four ANA member companies:
- Constellation Helps the NHL Reduce Its Carbon Footprint. In 2011, the NHL launched an environmental sustainability program called “NHL Green.” Through a number of high-visibility consumer marketing campaigns created in partnership with Constellation, the league was able to significantly reduce its carbon footprint and educate fans on how to be more environmentally responsible.
- General Mills Raises Awareness for Vanishing Bee Colonies. Habitats for honeybees and other pollinators are disappearing at an unprecedented rate. To highlight their plight, General Mills released boxes of Honey Nut Cheerios with a blank space where BuzzBee, the cereal’s famous mascot, would normally be. The brand also gave away wildflower seeds to consumers, encouraging them to plant friendly habitats for bees.
- Starbucks Uses Bonds to Fund Sustainable Coffee Efforts. Each year, Starbucks invests a significant amount in programs to ethically source its coffee. In 2016, the brand issued a $500 million sustainability bond to offer its investors a way to support the company’s environmentally responsible initiatives.
- Microsoft CityNext Empowers Cities to Improve Sustainability. Microsoft’s CityNext initiative is geared toward transforming cities across the U.S. into more sustainable places to live. By combining existing systems with cloud-based analytics and business intelligence capabilities, the technology company enables its partners to cut costs so that money can be spent more efficiently.