Procter & Gamble is sending members of its P&G Good Everyday consumer rewards program to Amazon in honor of the April 22 observance of Earth Day.
Through a partnership with the Arbor Day Foundation, the manufacturer is promising to plant a tree (up to 10,000) for every order screenshot of a P&G purchase on Amazon uploaded to the P&G Good Everyday community website. The promotion runs April 1 through May 22.
A supporting email blast delivered to registered members on Earth Day directed them to amazon.com/pgprotectourhome to shop planet-friendly P&G products. The sustainability-themed shop details the cause effort and lets visitors browse products across home, baby care and personal care categories while spotlighting brands Cascade, Pampers (specifically the Pure Protection line), Tide (in an eco-box), Charmin, Tampax (its 100% organic Pure line) and Hair Food via a shoppable leaderboard ad.
The missive and shop both activate P&G’s new “It’s Our Home” marketing platform. The national campaign includes an eponymous short film (see video below) that spotlights children’s role in sustainability at home, along with additional content on the P&G Good Everyday website intended to close the sustainability intention-to-action gap by providing simple ways to adopt a more environmentally conscious lifestyle.
P&G has leaned in to its Ambition 2030 sustainability goals during the COVID-19 pandemic, and last year released a series of “Sustainability at Home” videos in response to consumers spending much more time in their domiciles. Among recent related activity, the manufacturer also:
- ran a sustainability-themed shopper marketing program at Costco.
- spotlighted its sustainability initiatives in the April edition of brandSaver.
- launched a green shave line at Target.
Amazon, meanwhile, has been growing the Climate Pledge Friendly seal it introduced last year to make shoppers aware of products certified through third-party partners as being better for the environment, which now encompasses more than 75,000 products. A small percentage of the products P&G presented as planet-friendly it its Amazon sustainability shop bear the seal, including Charmin toilet paper, Pampers "pure protection" diapers and Crest 3D White Whitestrips. Amazon also has its own Compact by Design certification highlighting products that use less air, water and packaging materials to ship more efficiently.
Amazon in 2019 co-founded The Climate Pledge, a commitment to reach the Paris Agreement 10 years early and be net-zero carbon by 2040, and recently became the largest corporate buyer of renewable energy globally with 206 projects around the world. Path to Purchase Institute members can access the Cause/Community Programs section of Amazon’s retailer profile for more on the company’s sustainability efforts.