Oceana
Amazon Pressure Campaign
Pressure Marketing Campaign Targets Amazon's Plastic Problem
Oceana, a non-profit organization focused on ocean conservation, has been actively campaigning for Amazon to reduce its reliance on plastic packaging since 2020.
As part of their corporate accountability campaign, the nonprofit leveraged street marketing and other tactics throughout Seattle and Washington DC to pressure the company to change its practices.
The Problem:
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- Amazon generates staggering amounts of plastic packaging. Oceana estimates it hit 709 million pounds in 2021 and trending upward.
- These plastics, particularly film-based types, pose a severe threat to our oceans and marine life, like turtles and dolphins.
- Despite shareholder and customer pressure, Amazon initially resisted a company-wide reduction in plastic use.
Pressure campaigns raise public awareness, interest, and engagement.
ALT TERRAIN helps brands with corporate accountability campaigns – wild postings to billboards to building projections – raising public awareness, interest, and engagement.
Making change happen requires grassroots marketing tactics like wild postings and creative outdoor marketing.
You get people’s attention when you show up in the real world – activate the streets!
There is still much to do, but here are some results.
11.6% reduction
Amazon achieved an 11.6% reduction in single-use plastic across its global operations in 2022 compared to 2021
Worldwide initiatives
They've implemented plastic reduction initiatives in several countries, including eliminating single-usepackaging in Japan, Germany, and the UK
100% recyclable delivery
Amazon announced 100% recyclable delivery packaging across its European network
