In the wake of the climate change crisis, many brands have opted to create sustainable and upcycled products to appeal to conscious consumers, however, one brand has set itself apart from the rest with a climate change protest. Lush Cosmetics recently announced that on September 20 in the U.S. and September 27 in Canada, the brand will close down all 250 of its locations, headquarters, manufacturing facilities, and e-commerce to rally for change.
The climate change protest is linked with Greta Thunderg, a 16-year-old environmental activist who coined the term #FridaysForFuture, a movement that encourages all citizens to peacefully protest against climate change. Lush Cosmetics is also encouraging its employees and followers to take to the streets to join the campaign and to help spread the message. “As a business with deep roots in environmental activism, giving our thousands of staff the time to get out there and demand bold action is a no brainer,” Mark Wolverton, President and CEO of Lush North America said in a statement.
Brands like Lush Cosmetics, that align themselves with important consumer values will connect with consumers on a deeper level and gain more consumer loyalty.