Austria’s Lenzing to launch #checkwhatsgood campaign on Earth Day

Lenzing’s Tencel brand is set to roll out a new action-oriented social media campaign, #checkwhatsgood, on Earth Day 2021, on April 22. The campaign aims to bring attention to sustainable fashion and purchase habits alongside a variety of global and regional brands, designers and influencers. Lenzing is a partner of textile and nonwoven manufacturers.

In addition, the Tencel brand will continue its partnership with One Tree Planted for the third consecutive year and develop new partnerships with NGOs to drive consumer actions. With numerous fashion brands to choose from, consumers have been looking for ways to identify brands that truly emphasise on responsible production. As brick-and-mortar stores became inaccessible during the pandemic, shopping habits have shifted to almost exclusively online in many countries. To help restore consumer trust, Lenzing is launching #checkwhatsgood, an eco-conscious movement that runs on social media channels, Lenzing said in a press release.

The campaign aims to encourage consumers to join the environmental responsible movement by making smart choices in fashion purchases. One of the campaign’s main goals is to highlight the Tencel logo as a mark of conscious design. Additionally, the Tencel brand will be running different activations. Instagram filters, pop quizzes and a few surprise influencer engagements are all in the line-up for Earth Day celebrations. The Instagram campaign will begin on April 1, 2021, and users can share photos and videos of what exactly is good for the planet and fashion industry, according to Lenzing.

To build and create partnerships in support for a brighter future, Lenzing is supporting various Earth Month activations regionally. In the US since 2019, Lenzing has supported the planting of more than 26,000 trees through partnership with One Tree Planted, a charity that helps global reforestation efforts. To reaffirm Lenzing’s commitment, the Tencel brand will initiate the planting of 10,000 trees.

Lenzing is also partnering with Lindungi Hutan, an NGO from Indonesia that focuses on website crowdfunding for planting trees, reforestation and one of the platforms that aim to save Indonesia from deforestation. The partnership will feature a campaign to drive donation for tree-planting in Indonesia, Lenzing said. Given consumer education is key to driving sustainability efforts, Lenzing will partner with Fashion Revolution Japan to conduct educational panel discussion and interactive workshops for consumers. Lastly, Lenzing will join hands with DripbyDrip, an NGO from Germany committed to tackling water issues in the fashion and textile industry. DripbyDrip will introduce an educational programme to showcase how high water consumption and subsequent waste can be in manufacturing garments and highlight ways to reduce one’s water footprint.

Nowadays, public safety is the first priority. While vaccinations have been rolled out, the rate of resuming to normal varies. As a result, Lenzing is developing a 7-day manual weekly checklist for followers to learn how to reduce carbon footprint and make the world a better place from the safety of their homes. The manual will highlight accomplishable little changes, including how and where to choose sustainable wear.

Earth Month is always a valuable period to reflect on one’s own ecological footprints and consider ways to reduce any impact on the planet. The Tencel brand is committed to supporting the fashion industry’s eco-movement and bringing sustainable choices for consumers.

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