When you think of Earth Day, what image pops into mind? Tree seedlings? A cheerful green and blue drawing of the earth? These are indeed iconic images associated with the annual celebration, but there is a whole lot more to this brand of environmental stewardship than individuals planting trees. There are marketing lessons to be learned from surveying the intersection of environmental initiatives and American business; Whitney Dailey shares them on Triple Pundit, where she notes that many companies have taken to heart the mantra that every day is Earth Day, and use April 22nd—or even the whole month of April (Earth Month!)—to share progress and information about their substantive, long-term environmental commitments. Significant alignment of a company’s brand with environmental responsibility can also result in a deeper, more authentic connection with stakeholders. Customers often appreciate a substantive commitment both to do business in an environmentally responsible way, and to find ways to increase the effectiveness of those efforts.
Back to those Earth Day tree seedlings, though. Several years ago, CMg Design’s Julie Markfield and Greg Crawford replaced the small lawn in front of their home with a mini-grove of citrus trees. Swapping lawn for trees has a host of environmental benefits and, even better, there’s nothing in the world like walking out your own front door and gathering homegrown oranges, dewy and fragrant, for the best juice ever.