Earth Day 2024: A Shift in How Companies Approach and Communicate Sustainability

There was a noticeable shift in how companies chose to recognize Earth Day this year.

Instead of the flashy campaigns and announcements we’ve seen in years past, there was a pivot towards focusing on employee engagement, shining a spotlight on environmental NGOs and grassroots organizations, and acknowledging that the crucial work of sustainability isn't confined to a single day but rather a year-round commitment.

Porter Novelli’s recent U.S. consumer sentiment study reinforces these findings – 70% of respondents believe companies should consistently discuss their progress on social and environmental issues throughout the year, rather than annual reports or occasional moments in time.

This shift signals a growing recognition that the efforts to protect our planet deserve continuous attention and communication and that these sustainability initiatives are no longer siloed, but truly engrained into the ways we do business.

Another key factor in the shift away from Earth Day activations is the pressure felt by companies from the increase in ESG disclosure regulations in the U.S. and the global proliferation of shareholder actions and anti-ESG lawsuits. These shifting realities insert a level of uncertainty within companies about how to communicate goals and progress. Increasingly, brands are seeing the need to integrate sustainability into operations.

As business practices evolve, we're also witnessing a maturation in how companies communicate their sustainability efforts. Rather than relying solely on annual reports or press releases on individual initiatives, companies are adopting a more mature and transparent approach, providing regular updates that clearly articulate how initiatives align with broader business goals, sustainability commitments, and strategies.

This shift toward greater transparency is crucial to combatting greenwashing and greenhushing – the former being when companies make misleading or deceptive sustainability claims and the latter when they intentionally downplay or omit communications on sustainability efforts. By fostering open communication and transparency, companies can build trust among key stakeholders and maintain accountability.

It is also worth noting that this year’s Earth Day theme, “Planet vs. Plastics,” may have given some companies a reason for pause.? While we can all agree that it’s imperative to put an end to the widespread presence of plastics and safeguard the health of our planet and every living being, the issue of solving plastics remains a significant challenge for companies.

Concerns over how to tackle the elimination of PFAS (or "forever chemicals") and the increase in Extended Producer Responsibility (EPR) legislation in 33 states add complexity. Each state has unique requirements, causing companies to develop a cohesive response to patchwork legislation. The lack of recycling infrastructure, standardization, and confusion surrounding the recyclability of various waste streams continues to be a challenge. Despite these factors, we did see a few standout Earth Day campaigns and announcements this year.

·?????? Patagonia announced the launch of the Home Planet Fund, an independent nonprofit that focuses on the intersectionality of people and planet – leveraging the power of nature and the stewardship role of Indigenous and local communities to fight the climate crisis.

·?????? The Save Our Sandwiches (S.O.S) campaign, by Hellmann’s, raises awareness on the effects of soil erosion on soybean crops – a key ingredient in Hellmann’s mayonnaise – and the need to implement regenerative agricultural practices to save mayo. Hellmann’s pledged $30M over the next 5 years to help farmers in the U.S. and Canada embrace regenerative agricultural practices and asked consumers to join their mission by applying to symbolically adopt one of their four icon sandwiches.

·?????? President Biden announced $7B in grant funding for the EPA’s Solar for All program, which provides funding to grantees to create new or expand existing low-income solar programs – enabling low-income and disadvantaged communities to benefit from distributed solar energy and promoting job creation. President Biden also announced the launch of American Climate Corps’ website and encouraged citizens to join.

·?????? Kiehl’s and activist and artist Benjamin Von Wong unveiled a sculptural installation, “Single-Use Reflections,” made from two tons of single-use plastics. Located on the High Line in NYC, the installation includes captions promoting refillable products.

Overall, the shift in Earth Day recognition this year reflects a transition in how organizations approach sustainability. By weaving sustainability into the fabric of business, companies not only ensure compliance, but foster a culture of environmental stewardship with impact that extends far beyond April 22.

Co-authors:

Lindsey Snow VP, Sustainability & Purpose

Amanda Leath Account Manager, Purpose & Impact

Eliane E. Senior Account Executive, Sustainability & Purpose