Aveda, OLAY, Nike and Ally are finalists for this year’s Greater Good Awards

By Digiday Awards

For many brands in this year’s Greater Good Awards shortlist, making a positive impact on their local communities — whether through internal or consumer-facing initiatives — is highly evident as a top priority. The throughling: companies are increasingly using their platforms to communicate the importance of sustainability, wellbeing and equality.

In one example, cosmetics company Aveda earned a nomination in the Sustainability category. Since its founding, Aveda has cultivated a reputation for innovation in botanical technologies and green chemistry. Cruelty Free International has given the brand Leaping Bunny approval, the most rigorous cruelty-free certification available. Aveda is 100% vegan and its hair care is 90% naturally derived. Additionally, its primary facility manufactures products using 100% wind and solar power, and the brand pioneered the use of 100% post-consumer recycled PET bottles. In a more recent sustainable packaging push, Aveda partnered with woman-owned packaging supplier Zela Pack to create a paper-based, locally recyclable sachet for samples — a first for the prestige beauty industry. The new design elevates the customer experience while a peer-reviewed life-cycle assessment calculated the sachets reduced water consumption by 36% to 68% and CO2e emissions by 37% to 64%.

For the Gender Equality category, skincare brand OLAY received a nomination for its partnership with Harper’s Bazaar to celebrate a female STEM trailblazer. As part of its philosophy that quality skin results demand a deep understanding of skin science, OLAY is committed to helping double the number of women in STEM and triple the number of women of color in STEM by 2030. To give the campaign, which carries the social media hashtag #FaceTheSTEMGap, the credibility it needed, OLAY and Harper’s Bazaar teamed up with the Smithsonain’s Air and Space Museum to unveil a statue of Mary Golda Ross, a Native American engineer best known for her work on aerospace design, on the International Day of Women and Girls in Science. OLAY published an article containing a video showcasing the statue’s creation and a reveal to a group of young girls interested in STEM. The sponsored editorial generated 10,000 page views, while other earned media placements garnered more than 1.5 billion media impressions.

Nike and creative agency AnalogFolk Amsterdam are shortlisted in the Mental Health category for Nike Mind Sets, a platform designed to leverage the healing power of movement. The program helps Nike members to move in any way that helps their mental wellbeing, with curated and custom movements, expert content and experiences. As part of the brand’s shift to a more holistic approach to sports and movement, Nike Mind Sets helps younger generations understand the benefits of movement while starting a conversation about mental wellbeing. The program has also shifted the brand’s long-term strategies to athlete storytelling and activity apps content, bringing mental health into focus and including content curated on feelings, not just goals.

Online bank Ally is a finalist in six categories, including Education. In partnership with the Thurgood Marshall College Fund, Ally launched the ‘Moguls in the Making’ annual entrepreneurial competition to foster opportunities for …read more

Source:: Digiday