Big Brands Tout Social Consciences On YouTube

August 19, 2008

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Companies are increasingly turning to YouTube to show that they are concerned about issues such as renewable energy, climate change, or poverty. But, it’s not all altruism. These companies are branding themselves as being socially aware while reaching their target audience — young consumers, San Francisco Chronicle reports.

Companies such as Starbucks, Nike, Whole Foods, and Timberland all have videos on YouTube to display their concern for the world, some even solicit feedback from viewers.

Starbucks’ video lets viewers know that with every cup of coffee they buy they are supporting social projects like the construction of a water cistern in Tanzania.

Nike’s “The Girl Effect,” spot promotes education and support for girls and young women in the fight against poverty in developing countries.

Whole Foods’ clip, “Whole Earth Generation,” teaches viewers money and energy saving tips, and encourages them to upload their own videos on their efforts to protect the environment.

Timberland’s video has its employees taking about their values and also solicits feedback by asking viewers to submit videos of their efforts to become an Earthkeeper. It has been viewed nearly 107,000 times since it was posted in April. The Nike clip has drawn more than 125,000 viewers since May.

In other environmental news from these companies, Starbucks announced earlier this year that 50 percent of energy used at its stores will come from renewable sources by 2010, Nike prepared a blueprint to make its factories more energy efficient, Whole Foods recently issued sustainability policies its suppliers will have to meet, and Timberland’s CSR Reporting Manager, Alex Hausman, recently spoke with Environmental Leader about the company’s journey to quarterly CSR reporting.

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