According to Dell Technologies, 53.6m tons of electronics become e-waste every year. That’s 16 pounds for every single person on the planet every single year, making it the fastest-growing domestic waste stream.

Only 17% of that e-waste is recycled each year, the remaining 87% left polluting our natural world. 

So, Dell created a 10 foot 3D QR code from pieces of old electronics. The QR code directs users to Dell’s circularity program, where they can recycle their old equipment. Dell timed its rubbish-filled OOH campaign with the 28th annual SXSW tech conference in Austin, Texas for maximum reach and relevance. 
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Every second, we boil water for 5,700 cups of coffee around the world. That’s a lot of energy emissions. It’s why Nescafe has launched a global campaign to demonstrate a coffee is equally as delicious with water at 80 degrees instead of 100.

A moving campaign spotlights this new, recommended waiting time: from spontaneous kitchen dances to faraway camping spots, we all wait for our coffee in different ways. But with one small behavioral change, Nescafe’s customers can make a huge difference.

Not only does this help customers with cheaper bills, but visually emphasizes Nescafé’s global community and the potentially large impact of such a seemingly small change.
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Humanity is facing two existential crises — the climate crisis and the rise of AI. Can one help solve the other? Microsoft says, “yes”. 

To coincide with Earth Month 2024, Microsoft created a campaign to highlight the pivotal role AI can play in addressing key sustainability issues: from analysis of satellite images to detect early signs of illegal logging to locating leaks in drinking water supplies. 

This campaign offers another solution for the business. Microsoft has committed to being carbon negative but the AI it champions is massively carbon hungry. This campaign effort is trying to square that circle and look at where sustainability and AI intersect for the greater good.
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Last week, sustainability leaders descended on Colombia for Cop 16, the global UN Conference on biodiversity. It could change the way we talk about sustainability. 

For the first time, countries and companies coming out of this conference have hard nature targets that they need to hit. This is an opportunity for marketers to motivate sustainable action like never before. But sustainability targets are almost always complicated, confusing and rarely consumer facing. 

Many of the most pioneering and effective movements in environmental activism have been about nature: Save the whales, tree-hugging, the Silent Spring. It is time once again for brands to harness the power of nature to move us, and therefore to motivate us to action.

A new vocabulary will need to be developed to enable brands to tell powerful biodiversity stories. This vocabulary can’t be based in ecological jargon. Most consumers don’t know what “regenerative agriculture” means, and a term like “ecosystem services” isn’t going to set their hearts racing. 

In order to help marketers translate Cop16’s hard nosed commitments into hard hitting comms, we’ve create the ‘5 Ps for Nature Positive Actions’: place, pressure, potential impact, positive action and path forward.

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