Well-planned corporate social responsibility programs resonate with millennials, who use their purchasing power to give brands some positive reinforcement. Regularly, we’ll highlight brands that are socially conscious and have created thoughtful, impactful marketing programs.
Häagen-Dazs, which has been championing honey bees since 2008, launched a virtual reality experience in February dedicated to educating people about the plight of the honey bee, which has quickly become endangered.
Over the last five years, nearly one-third of bees, which pollinate about 80% of crops including fruits, nuts, and seeds, have died. If the bees met their demise, Häagen-Dazs would be greatly impacted — just under half of its flavors are impacted by bee pollination.
In recent years, the company has donated more than $1M to honey bee research. The company has also teamed up with the Xerces Society for Invertebrate Conservation, a non-profit that has been working to protect bees and other insects through the conservation of invertebrates and their habitats for more than 40 years.
The partners recently installed the largest, privately funded pollinator habitat on the farmland of Häagen-Dazs’ almond supplier in California. The habitat consists of six and a half miles of hedgerow and 11,000 native drought-tolerant shrubs and flowering plants.
"Häagen-Dazs Loves Honey Bees, is something we've been working on for the last eight years,” Alex Placzek, director of marketing for Häagen-Dazs in the U.S., told AdWeek. “The capacity to use virtual reality to shrink the viewer down to the size of the honey bee so they can fly around and see what's actually going on for bees and ultimately learn what they can do to make a difference in the plight of the honey bee is really exciting to us."