Sustainability has become a core tenet for many companies. Video is one of the most powerful tools available to convey complex sustainability initiatives in an engaging and informative way. Take a look at how some leading brands are using video to share their sustainability stories with key stakeholders, with practical examples to inspire your next campaign.
1. Use Humor Like Apple to Capture Attention And Breathe Life Into Sustainability Updates
Apple takes an entertaining approach to showcase their sustainability initiatives in which “Mother Nature” herself checks in with the team Mother Nature, played by actress Octavia Spencer, takes Tim Cook and the Apple to task to see how far they’ve progressed on their net zero carbon footprint pledge for 2030. Humor is almost always a great tool in corporate video. Apple’s video is a great reminder that sustainability messaging doesn’t always have to be sweeping vistas of green landscapes and verdant forests—companies can leverage humor to connect with a broader audience while still driving home their message. A bonus is that they also link to a landing page that goes into more depth about their net zero progress.
2. Keep It Simple Like Google’s More Straightforward Update From The CEO
Google’s most recent sustainability update video features a message from CEO Sundar Pichai, offering an update on the company’s sustainability goals and progress. Having Google’s CEO deliver the message is a strong signal to its viewers that sustainability is a priority, not just an afterthought for Google. The directness of the message ensures that the audience knows sustainability is a long-term goal, not a trend. Google also uses the video as an opportunity to showcase one of its eco-friendly and beautiful workplaces, which is an effective choice that also can attract workers to Google.
3. Weave Your Sustainability Initiative Into Personalized Marketing Communications
Bread N Butter Content Studio worked with Atlanta based company Novelis, the world leader in aluminum rolling and recycling, to share their sustainability story. Together, they created a personalized video to air on the jumbo “halo” screen at Atlanta’s iconic Mercedes-Benz Stadium during football games. The video shows aluminum cans in action, and how this simple container can be not only convenient but a connector for human friendship and interaction in our everyday lives, existing in an ‘infinity loop’. The video ends with both a cheer for the Atlanta Falcons football team and with a powerful message for Novelis –they are the world’s largest recycler of aluminum. It’s an effective way to elevate a seemingly simple product, the aluminum can, and transform it into a symbol of connection and environmental innovation.
4. Acknowledge Your Shortcomings, Share Your Progress, and End With A Call-to-Action
Patagonia’s short-form video on its use of organic cotton masterfully encourages and educates its consumers on the benefits of organic cotton. The video emphasizes that organic cotton is formaldehyde-free and safe for workers, and comes across as authentic as it also acknowledges the company’s journey and how it evolved to its current day use of organic cotton. It ends with a strong call to action, encouraging consumers to demand more organic cotton in the products they buy. Patagonia is known for incorporating activism into its brand, and this video is no different.
