During the week of 16 September, cleaning company Seventh Generation donated its entire six-figure national advertising airtime to increase awareness over the Youth Climate Strike, rather than plugging its laundry detergent.
This was to coincide with the Climate Strike of 20 September, with millions of people planning to walk out of school and work to demand bolder action to mitigate our climate crisis.
Seventh Generation CEO Joey Bergstein explains: “As we listen to the voices of the next generation, what’s been very clear to us is that we need to take action.” The company also gave all employees across 30 countries the day off to participate in the Strike, and devoted Seventh Generation's social media to the Global Youth Climate Strike for the week.
Corporations are increasingy taking a stance on sustainability and confronting their impact on the environment, but very few have aligned themselves with activist movements. As Seventh Generation acknoledges, the latest IPCC report gives us 11-13 years before irreversible consequences begin to take place and urges corporations to act as a cataylst for change if we are to achieve the nessecary systems change in time.
Could actions like this from Seventh Generation signal a turning point for corporate involvment in activism? How can companies better utilize their media and influence to push for action to address the climate crisis? How else can we evolve our systems so corporations choose to take responsibility?