There’s a way for your brand to speak to what your audience values. These five brands point the way.
It’s not just about doing something for Earth Day. It’s about doing it right.
The risk? Greenwashing, or worse: coming off as opportunistic. When a campaign feels like self-promotion disguised as purpose, audiences tune out. Or call it out. Done well, Earth Day activations can become long-term signals of brand values — not just one-off content plays.
Here’s what that takes:
- It has to be authentic to your brand, mission, and values.
- It has to deliver real, positive impact — not just perform optics.
- It has to create a meaningful bond with your audience, not just check a box.
Below are three Earth Day initiatives that worked — and why.
1. ASICS: Turning Movement into Action
What they did: ASICS launched a tree-planting tracker tied to user activity on Strava, rewarding real-world movement with real-world environmental impact.
Why it works: It aligns with ASICS’ core identity — physical movement — while giving users a clear, low-friction way to contribute. It’s also measurable, actionable, and inherently personal.
Making it work for you: Consider how your product or platform already encourages individual action. Is there a way to turn that behavior into a measurable environmental impact? Start with what your audience is already doing — and build around it.
2. Impossible Foods: A Creative Take on Behavior Change
What they did: Impossible Foods and Deloitte Digital launched the “Mini Impact Kitchen,” a social campaign using miniature food content to promote plant-based eating as a simple, everyday environmental choice.
Why it works: Impossible is a brand built around transforming the food system. This campaign brings that mission to life in a way that’s visually engaging and easy to grasp. It ties product to purpose through content that feels fresh, not forced.
Making it work for you: Don’t try to say everything at once. Focus on one behavior or benefit that connects to your product — and find a format that matches your brand voice. If your audience responds to playful or experiential creative, lean into that.
3. Kiehl’s: Art That Speaks for the Brand
What they did: Kiehl’s installed an eco-activist art experience on the High Line in NYC — a bold visual statement tied to their Earth Day campaign.
Why it works: Kiehl’s is rooted in physical retail and brand heritage. The High Line installation combined visual storytelling with public visibility, reinforcing their commitment to sustainability in a format that felt curated, not commercial. It was designed by eco-activist artist Zaria Forman and tied to a refillable packaging push — bringing product, purpose, and presence together.
Making it work for you: Use your brand’s natural visual or physical strengths to activate. Whether it’s a physical retail space, a community presence, or even packaging — Earth Day doesn’t have to live online to land well.
The takeaway
If you’re going to make a sustainability play, make it true to your brand. Make it visible. And make sure the media strategy supports the message — not just amplifies it.
That’s how you avoid greenwashing. And more importantly, that’s how you make the impact stick.
Ready to make your next Earth Day campaign count?
Whether you’re planning a one-day activation or building a long-term sustainability message, we can help make sure your media strategy supports your mission — and your audience sees the impact.
Let’s talk about how to turn purpose into performance.
