
Published 22 April 2024
Global anti-greenwashing laws have seen brands pare back Earth Day (April 22) initiatives. However, notable activations include American skincare brand Kiehl’s’ eco-activist art installation and Korean electronics brand LG’s year-round anamorphic billboards. Meanwhile, Asics’ tree-planting tracker and Earth Day Canada’s partnership with US fitness app Strava encourage consumers to feel as though their actions make a difference – combatting paralysing eco-anxiety.



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Consumers’ desire to be planet-positive is evident, but fatigue and economic adversity place eco aims at odds with affordability – compounded by brand comms lacking inspiration and/or personal resonance. We spotlight five strategies countering the intention-action gap: social-experiential repair workshops;...