The Giving Tree: Brand Activation Idea

One thing I’ve always believed in, and perhaps this is because I’m an optimist - is the idea of conscious capitalism, or brands creating a positive societal impact that also coincides with their financial interests. Thankfully, we’re at a point in our society where I don’t need to make this argument. So that's not what I'm here to do. There have been a few ideas that have been floating around my brain in line with conscious capitalism, and so instead of waiting to seed it to a creative team - I’d like to share them here - and hopefully someone will get inspired and put it into action.?

The first idea came to me while listening to a presentation by One Tree Planted, then immediately following that, having a fellow member of my CSA (Community Supported Agriculture) casually mention that you can request a tree to be planted in your neighborhood and the NYC Parks department will plant it. I went onto their website and requested trees to be planted on my street in Crown Heights, Brooklyn. A few months later HUZZAH, there they were! Maybe it was a coincidence, or maybe it actually worked - but three new trees appeared on what was previously a very hot street. There’s a great, recent article by Axios that outlines not only the climate gains of urban trees, but how trees play into improving air quality, reducing the impact of extreme heat and even improving housing values. Anecdotally, I remember walking around Clinton Hill with my dad a few years ago and him showing me where he lived in the early 1970’s. He was struck by how gorgeous the tree-filled neighborhood was, having remarked there were virtually no trees back then.?

So here’s my idea - pretty please steal it, share it, use it in a pitch, pitch it to your clients and make it happen. It has all the makings of what brands want - ROI, alignment with a cause that everyone can get behind, clear results and clear attribution.?

The NYC Parks department has already pledged to plant 1 million trees in NYC by 2026 in underserved areas, with a budget of $136 million in funding, but what if a brand and their customers help accelerate that progress??

What if a brand creates a call to action for New Yorkers to request trees where they see a tree-less spot, being the eyes of the Parks Department and helping to allocate where a tree is planted? It could even become a game - getting folks exploring areas outside of the city center or their neighborhoods. What if a brand then commits a donation or portion of a sale to plant a tree - thus a customer can not only be responsible for helping to choose where a tree is planted, but for the tree itself??

I can see this tying into different types of companies through a number of different angles - a bank “money grows on trees” - planting trees in underserved areas to raise the quality of life, health and thus financial health of its residents. For an athletic brand - promoting better air quality and sun coverage so people can exercise better outside. What other angles can you think of??

This idea is specifically related to New York because I’m aware of the mechanisms, but how can this be replicated in other cities around the country??What other ways can brands support the planting of trees?