Wild Posting 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 ongoing fight, the nonprofit leveraged street marketing and other tactics throughout Seattle to pressure the company to change its practices.
The fight is still going on, but here's what's happening:
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.
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These plastics, particularly film-based types, pose a severe threat to our oceans and marine life, like turtles and dolphins.
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Despite shareholder and customer pressure, Amazon initially resisted a company-wide reduction in plastic use.
Oceana's Actions:
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Reports and Research: Oceana published insightful reports highlighting the plastic problem's scale and its link to Amazon's practices.
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Direct Advocacy: The organization engaged with Amazon leadership, urging them to commit to clear plastic reduction goals and prioritize sustainable packaging solutions.
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Public Pressure: Oceana mobilized its supporters and the public through petitions, social media campaigns, wild postings, lawn signs, demonstrations, and bike billboards at Amazon headquarters.
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Shareholders' Initiative: Oceana supported a shareholder resolution urging Amazon to reduce plastic packaging by one-third, which garnered nearly 49% of the vote, showcasing significant investor concern.
Results and Recent Developments:
Although an ambitious company-wide target still exists, recent developments justify cautious optimism:
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Amazon achieved an 11.6% reduction in single-use plastic across its global operations in 2022 compared to 2021.
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They've implemented plastic reduction initiatives in several countries, including eliminating single-usepackaging in Japan, Germany, and the UK.
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Amazon announced 100% recyclable delivery packaging across its European network.
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Remaining Challenges:
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Despite progress, Amazon lacks a concrete, global plan with ambitious targets for tackling its plastic footprint.
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Their focus on single-use plastic excludes plastic used by third-party sellers on their platform.
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Transparency remains a concern, with limited data on plastic use and its end-of-life fate.
Overall:
- 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!
ALT TERRAIN helps brands with pressure campaigns from wild postings to billboards to building projections, raising public awareness, interest, and engagement.
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