'Earth Day Every Day': 4 Tips for Successful Corporate Activism

Companies have long-run sustainability initiatives that exclude customers. To be fair, these companies have donated a percentage of profits to charities, volunteered employee time, reduced emissions, cleaned up supply chains, and much more. However, their customers have been on the sideline, sometimes aware but not personally engaged. Through corporate activism, brands can change this dynamic and make customers partners in their most meaningful sustainability initiatives. Here are some tips based on brands that have used it successfully.

The mechanics of corporate activism

1. Take a stand that makes sense

Advocate for an issue that is tied to your business and consistent with your existing brand image. 1 Hotels — “a mission-driven, nature-inspired, luxury lifestyle brand” did just that. In April 2018, it launched its “ Earth Day every day" campaign, a year-long initiative to raise awareness of environmental issues related to saving the world’s coastlines.

2. Provide easy access to information

Corporate activism campaigns should make it easy for consumers to understand the issue. 1 Hotels created a smart awareness campaign involving a speaker series, film screenings, t-shirts, letter-writing rooms and more.

3. Personal concern through action

After sharing information about the state of our coastlines, the 1 Hotels kiosks invite visitors to select a cause, then message their federal, state and local lawmakers via email. The advocates can use pre-filled messages or create their own content. 

4. Walk the talk

Some companies run into trouble because their sustainability campaigns look like shameless marketing ploys. To be credible, the brand advocating for an issue must operate in ways that further the cause.