Beauty brands team up for Planet A’s Beyond Earth Month campaign – WWD

We have less than nine years to keep global warming below 1.5 degrees Celsius, according to a recent report United Nations Intergovernmental Panel on Climate Change.

Planet A, a 501(c)3 nonprofit co-founded by Versed President Melanie Bender and Youth to the People co-founder Joe Cloyes in September 2021, launched its Beyond Earth Month campaign on May 3 to help fight against that.

The campaign highlights to consumers and businesses that the climate clock is ticking, encouraging them to take action within their reach to mitigate climate change.

For consumers, this means reaching out to elected officials to support policies to tackle the climate crisis, buy responsibly and inspire others to do the same. The call to action also guides companies to the Planet A Pledge, a pledge to pursue climate action that has been undertaken by 125 member brands to date.

Planet A’s Beyond Earth Month campaign.
Photo courtesy of Melanie Bender

“We look at organizational impact, seeking to catalyze legislative reform through what is passed by representatives and through the impact we have on the education of our communities,” Bender said.

Beauty and wellness companies that have joined the Planet A collective include Elf Beauty, Prose, Kopari and Necessary.

Randi Christiansen, co-founder and managing director of Nécessaire said in an email: “At Nécessaire, we recently chose to remove the word ‘sustainability’ from our language. For us, it starts with owning our footprint and working diligently to minimize it.

According to the IPCC report and The Nature Conservancy, if global warming exceeds 1.5 degrees Celsius, the impacts of climate change will put millions of people at risk of water insecurity, displacement and increased exposure to deadly diseases, while wiping out over a million other species.

By expanding its reach to include as many beauty and wellness brands as possible, Planet A seeks to align brands not only on the steps they are taking to be more sustainable, but also on how they define sustainability. in the first place.

Planet A

Planet A’s Beyond Earth Month campaign.
Photo courtesy of Melanie Bender

“Probably 98% of brands have sustainability plans,” Bender said. “But the number of brands actively taking action on climate change was so much lower there was a big disconnect between how brands defined sustainability and how experts defined sustainability.

Christiansen echoed Bender’s sentiment, saying setting common standards for managing environmental impact and choosing to communicate with consumers using everyday language rather than “empty marketing words” are among the most effective ways. effective for brands to maintain their commitment to environmental awareness.

The campaign is Planet A’s second, with the first taking place in September 2021, in which brands such as Briogio, Kosas and Selfless by Hyram informed the public about ways to support Congress’ climate action.

“It’s not about one-upmanship,” Bender said. “It’s not about who can have the best sustainability claim, it’s about aligning with the scientific consensus and understanding how that applies to our businesses, and ultimately putting that collaboration on the table. competition on this incredibly important issue.”


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