TrendWatching is a purpose-driven trend firm, inspiring business professionals to launch sustainable innovations that benefit people and planet.
Select your country
Concepts, campaigns and companies worth tracking. Selected by our experts, delivered daily.
Just 1.1% of Poland's area is made up of national parks, compared to an average of 3.4% for the European Union as a whole. Which is why Polish beer brand Żubr is stepping in to help.
The Asahi-owned brand, which is named for the European bison, has committed to purchasing land for Biebrza National Park, which currently owns under 60% of the territory it covers, hampering its ability to protect habitats, regulate tourist traffic and prevent forests from being cleared for agriculture or construction. A first parcel of land has been purchased by the park with funding from Żubr, with more to follow.
While planting trees can be beneficial, protecting and restoring existing forests and other ecosystems is one of the most important natural climate solutions at our disposal. If your company has any interest in protecting life on earth, consider diverting part of your marketing budget to ecosystem conservation.
And that goes double for brands with explicit connections to nature, like Żubr, whose Senior Brand Manager Urszula Czerniawska-Kapeluch explains: "As our brand draws from the world of Polish nature, we feel responsible for actively supporting its protection."