#OnShelf: Increase in brand sustainability initiatives

by Louise Burgers. Brands invest in sustainable futures with new global campaigns; and support for CSI initiatives that save the planet and our heritage.

CAMPAIGN: Vans’ global sustainability campaign

Vans continues to build momentum with the “These Projects Are Ads for Creativity” campaign, adding 16 new original artist stories to the hub for fans to discover. The brand’s artist-first global campaign aims to deliver on its brand mission to promote the act of creating in its purest form. The campaign has grown over the last six months to cultivate a community and emerging hub of international artists that champion imaginative ideas and concepts from over 50 independent creators. The latest projects bring both fun and fantasy to play, while also celebrating purpose and passion into original art forms: French muralist Chloe Bernard’s immersive and surreal 3D mural transports the viewer into an alternate almost fantastical dimension, while Korean design studio QUISPIAM HABILIS’ ceramic turntable was designed as a communication device to connect with aliens! Each project permeates its own world view and space, such as Mexican artist Daniel Barreto’s animated multi-media light-fuelled projection; or American painter Noah Humes’ expressive memory portrait of the Black Lives Matter protests. To round it out, form and function collide with art and sculpture with projects by California-based artists Bailey Hikawa, who designed boldly shaped, colourful phone cases for her piece; and Olivia Krause, who transformed traditional skate ramps into 3D paintings. Discover all the projects at Vans.co.za/offthewall.

Ceres switches to eco-friendly straws

Ceres Fruit Juices has announced the introduction of an initiative aimed at reducing plastic waste – effective September 2021, all Ceres 200ml packs will migrate from plastic straws to paper straws. Plastic waste management is a growing concern across the globe, with plastic drinking straws identified as a major contributor to this problem. Martin Neethling, PepsiCo Sub-Saharan Africa chief marketing officer explains, “A major challenge with plastic straws is that they are too lightweight to make it through the mechanical recycling sorter and therefore difficult to recycle. The only way to tackle this problem is to move away from plastic straws altogether. Hence Ceres’ introduction of eco-friendly straws for some of our juice packs. Corporates need to stand up and make a change. We cannot wait for tomorrow.” Ceres believes that there is an opportunity to change how the world produces, distributes, consumes, and disposes of packaging in order to tackle the shared environmental challenges we all face.

Reusable shopping bag supports leopard conservation

During Heritage Month, Pick n Pay and the Cape Leopard Trust (CLT) collaborated to produce a limited-edition reusable shopping bag to promote conservation of the Western Cape’s biodiversity, and to bring awareness of the rare leopard. This is the fifth reusable RPET bag in a series by Pick n Pay in partnership with national NGOs to help bring awareness of important national landmarks; and to support worthy causes that highlight critical issues such as those linked to the environment. The 100% reusable RPET Pick n Pay shopping bag features majestic leopard imagery and a percentage of the proceeds from the sale of these bags at select Pick n Pay stores across the country will be donated to the CLT. The CLT works to ensure the survival of leopards, which inhabit the rugged fynbos biome of the Cape Fold Mountain ranges. The leopard is the last large predator and last member of the Big 5 to still roam free in the Western Cape. The species faces multiple threats, including limited and fragmented habitat, reduction in prey numbers and high levels of conflict with people. “We are honoured to have the opportunity to support the important work being done by the Cape Leopard Trust in protecting an important part of our country’s heritage. Our customers can look forward to adding to their collection of reusable bags in support of a good cause,” said Andre Nel, head of sustainability at Pick n Pay.

PUMA’s new sustainability strategy

PUMA has introduced a new shoebox design made from more than 95 % recycled cardboard, which will save 2,800 tonnes of cardboard every year, as part of its sustainability strategy to make a positive environmental impact across its product range. “If we consider that it takes about 12 trees to make a tonne of cardboard, we are saving 33,600 trees every year. That is more than the number of trees in Central Park in New York,” said Stefan Seidel, head of corporate sustainability at PUMA. “Such initiatives, which are part of our 10FOR25 Sustainability Strategy, help us make a positive impact at scale.” Earlier this year, PUMA also announced a partnership with not-for-profit environmental organisation Canopy, and said it would source all of its cardboard and paper packaging from recycled or certified sources to ensure they are not derived from the world’s most integral forests. By 2023, the company will also no longer use plastic bags in its stores and will also switch other retail supplies, such as hangers and shoe trees, to more sustainable alternatives.

Main image credit: Vans.

Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.

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