Is sustainability merely a PR stunt? Or are business running against the clock?

I don’t know how many times per day that I look on twitter and ask myself the same question: Is the world really going to end? And yes I am dramatic but it scares the beejeezus out of me. By experiencing all four seasons in one day; hearing that 150 species are becoming extinct daily and seeing the gruesome images of plastic taking over the world, who can blame me.

I think by now everyone recognises the name Greta Thunberg (if not: she is a 16 year old Swedish girl that has became the face of the climate change movement). Now I’m no Greta, but the current movement has made me make a few small changes: buying a recyclable water bottle; reusing plastic bags etc…. the kind of things we should be doing anyways.

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My small changes may not make a difference but there are a lot of global companies out there that have the power to do so.

A few companies have began to take the movement seriously. However we have to ask ourselves: are these companies smart getting out in front early? OR do they know that it will someday become law to reduce carbon emissions?

Well if you have to do it, you may as well do it first and create a positive PR campaign – right?

 

1.Louis Vuitton

My favourite example is the owner of luxury fashion brand Louis Vuitton. He has come out and called Greta Thunberg “demoralising” whilst at the same time announcing company plans to become more green – “I prefer positive solutions that allow us to get towards a more optimistic position” he stated.

In other words: people’s eyes have now been opened by Greta Thunberg, but let’s just call the little girl names and act like we (the grown-ups) are doing this on our own initiative. (eyes rolling)

*If like me you are not a super fan, we cannot deny the fact that the (mostly negative) publicity around Greta has drew our attention to these issues.

New sustainable Louis Vuittons anyone? (Well…what they look like in my head)

KT4

2. McDonald’s & Burger King

Another classic example is Burger King & McDonald’s plan to ban plastic toys in their kid’s meals (say what?)

In this case Thunberg has spoken for every child in the world when she states:

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Chill kids… you may not have a plastic toy but you will have a beautiful planet and we will all live another day.

The End

Jokes I’m not done yet. The fast food giants could save 1,325 tonnes per year between them thanks to new green initiatives in the UK. And false alarm: kids can still get recyclable toys, books and board games in their Happy Meals.

This is a huge step for the fast food giants and one that didn’t come overnight. This change was a result of two (8 & 10 year old) girls learning about the environment in school and starting a petition. As you can see below over half a million people have signed the petition already – You gotta give the people what they want!

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In this case once Burger King committed to becoming more sustainable McDonald’s followed to avoid negative PR… again emphasising my question: is sustainability merely a PR stunt?

 

3. Carlsberg 

I think it’s fair to say that this one has blown our minds. Drinking beer out of a paper bottle!

I for one see this as a dream come true and if you own a car and park it in Belfast’s Holylands you will too… no more flat tyres or broken windows… (Carlsberg – thank you).

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The bottle forms part of Carlsberg’s Together Towards Zero initiative, which includes a commitment to reach zero carbon emissions and a 30% reduction in its “full-value-chain carbon footprint” by 2030. Although Carlberg are using their new bottle as a PR stunt, they, unlike Mr. Vuitton can admit that they are running against the 2030 clock 

(tick…tock… tick… tock)

 

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So there you have it – the sustainability craze has hit the corporate market and according to (Burger King’s) Mr. Murdoch the craze is set to have a domino effect.

“If it makes other competitors move their practices forward, that can only be a good thing,”  

Who knows what extraordinary, sustainable inventions will form as a result.

But please listen to me when I say that if its anything like the paper straw…. go back to the drawing board!

 

KT1

 

 

Kayleigh Tinney is a 3rd year BSc in Communication, Advertising & Marketing student at Ulster University, current doing a placement year at The Irish News. She can be found on: Instagram – @Kayleightinney and LinkedIn – https://www.linkedin.com/in/kayleigh-tinney-76b240161/.