The 5 best modern sustainability marketing campaigns

Taking the train instead of driving creates 70% less CO2 on average, with Jo McClintock, vice-president of brand at Trainline, saying, “the change we need to tackle the climate emergency is only going to happen if businesses do their bit to help people take steps towards more sustainable lifestyles; changing the way we move is a key part of that transition.”

Instead of using scare tactics, the campaign by Mother London uses humor and levity to offer citizens a positive alternative.

Netflix and General Motors promote electric vehicles

The partnership between the streaming and automotive giants was announced earlier this month, including a joint Superbowl campaign starring Will Ferrell.

Through the new program, Netflix will spotlight electric vehicles (EVs) of all sorts – not only GM models – in its original programming. Moreover, as it’s not a paid product placement deal Netflix creatives will be given fairly free rein on how and when EVs appear in their shows and movies.

The new deal builds on Netflix’s broader sustainability commitments, which include halving its carbon emissions by 2030, investing in carbon capture technologies, as well as funding and producing entertainment programming that focuses on advancing climate awareness and justice.

Hellmann’s tackling food waste

Back in 2021, the condiments mainstay branched out to create ‘Cook Clever, Waste Less’ With Prue & Rupy, a show broadcast on Channel 4 in the UK to help educate households on how to minimize food waste.

Then, last year, the brand took its efforts state-side with a Superbowl campaign fronted by a star-studded cast including linebacker Jared Mayo and SNL comedian, Pete Davidson, who returned for this year’s offering, which also starred Jon Hamm and Brie Larson.

We’re excited to see what comes next.

Currys’ ‘Long Live Your Tech’

E-waste is the world’s fastest-growing source of domestic waste, according to the UN. So last year, the tech retailer launched its customer commitment scheme designed to refurbish, repair and recycle electronics and gadgets.

Just this week, Currys announced it would be trialing a circular offering, with a second-hand product range available for purchase on its site.

Currys’ head of development for the circular economy Mandeep Gobindpuri said: “In the UK, we produce the second highest amount of e-waste per capita in the world. As much as we all love brand-new tech, we need to address this challenge.”

Rather than positioning sustainability as an elite offering at an elevated price point, Currys is seeking to make tech both accessible and better for the planet.

Västtrafik, ‘Together for Reduced Emissions’ by Forsman & Bodenfors

Every day in the media, we are bombarded with new statistics, charts and graphs depicting the severity of the climate emergency. But for its most recent ad for Västtrafik, the agency responsible for public transport services in Västra Götaland, Sweden, Forsman & Bodenfors questioned whether we are missing the key messages amid an information overload.

In the ad, stats reflecting the benefits of taking public transport versus driving are recreated in a bar graph that appears in the sky, built of electric and fossil fuel cars, as well as an electric bus. By the end of the spot, viewers can see the difference in the carbon emitted by each mode of transportation.

It’s an effective way to make complex statistics not only clear but also visually exciting, as well as underpinning the positive message of the benefits of taking public transport.

And for more, you can check out The Drum’s dedicated sustainability hub here.