Modern Marketing

Amazon disaster fires up pressure from Patagonia, The Body Shop and Ben & Jerry’s

By John Glenday | Reporter

The Humblebrag

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patagonia article

August 26, 2019 | 4 min read

Global brands have lent their weight behind efforts to bring moral, political and economic pressure to bear on big business to embrace more ethical practices amid fears that the pursuit of profit above all else is directly contributing to a spate of wildfires raging across the Amazon rainforest.

Dramatic images of the jungle ablaze have prompted over 30 multinationals including Patagonia, The Body Shop and Ben & Jerry's to speak out against environmental degradation in pursuit of profits amid fears that big business is poisoning the planet by encouraging the destruction of habitats and fueling global heating.

In a full-page ad outlining their stance in the New York Times, the business leaders called on the likes of Apple and Amazon to adopt more ethical means of doing business by embracing broader goals such as caring for workers and the planet.

Patagonia

Patagonia, The Body Shop and Ben & Jerry’s accuse big business of stoking Amazon fires

In an open letter, the signatories wrote: “We are part of a community of certified B Corporations who are walking the walk of stakeholder capitalism. We are successful businesses that meet the highest standards of verified positive impact for our workers, customers, suppliers, communities and the environment. We operate with a better model of corporate governance – which gives us, and could give you, a way to combat short-termism and the freedom to make decisions to balance profit and purpose.”

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The ad was addressed directly to the BRT lobby group comprising 181 of the largest companies operating from the US.

As a result of the Amazon fires, thought leadership agency The Humblebrag will hold the Creatives for Climate Summit on 18 September in Amsterdam to call upon the talents of the creative industry to combat the climate disaster.

Following up on calls from Extinction Rebellion, Lucy von Sturmer, founder of The Humblebrag, said: “The scale of this crisis is so large that we need radical systems-change and collaboration between business leaders across all sectors - like we’ve never seen before.

"While I’ve been dedicated to championing business as a force for good; I see the limits. Hence the need to organize this summit. Extinction Rebellion’s message needs to be heard by the creative industry; those that have the power to inform and shape minds.”

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