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Environment

Green Technologies and Marketing: Campaigns That Reduce Carbon Footprint

Today, environmental sustainability is increasingly important on the agenda of companies and consumers. Issues such as climate change, depletion of natural resources and environmental pollution are causing serious concerns at both individual and institutional levels. In this context, green technologies and sustainable marketing strategies allow brands to both fulfill their environmental responsibilities and establish stronger and more meaningful connections with consumers. So, how much of their marketing strategies do brands look at from a green perspective? Sibel Selvi, President of Inomist Communication Consultancy Agency, evaluated the increasingly important carbon footprint-reducing campaigns and green marketing approach.

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What is this Green Technology?

Green technologies can be defined as innovative solutions that cause minimum damage to the environment, increase energy efficiency and support the sustainable use of natural resources. These technologies can be used both in production processes and in the presentation of products and services. Sustainable marketing is a marketing approach that focuses on environmental responsibility and ethical values. This approach aims to increase brand value by taking into account consumers' environmental sensitivity and demand for sustainable products. Marketing campaigns that reduce carbon footprints both support environmental sustainability and strengthen the reputation of brands.

Have You Planted a Tree for the Future?

Carbon-neutral products and services are supported by projects that offset the carbon emissions generated during production and distribution processes. This is usually achieved by investing in carbon offset projects in areas such as renewable energy, reforestation and energy efficiency. For example, a cosmetics brand may invest in tree planting projects to offset the carbon emissions generated from the production of its products and highlight this in its marketing campaigns. Green product certifications and labeling assure consumers that products are environmentally sustainable. These certifications show that the products minimize their environmental impact and meet certain environmental standards. For example, a food brand may have certifications that document organic and environmentally friendly production processes and use these certifications on product packaging and marketing materials.

Make Room for Every Shade of Green with Education and Awareness Campaigns

Education and awareness campaigns aim to inform consumers about environmental sustainability and encourage them to adopt environmentally friendly behaviors. Such campaigns are an important tool for brands to demonstrate their environmental responsibility and build stronger connections with consumers. For example, an electronics company can raise consumer awareness by sharing educational videos and informative content about energy efficiency.

Patagonia: Have You Heard About the 'Don't Buy This Jacket' Campaign?

Outdoor clothing brand Patagonia launched the 'Don't Buy This Jacket' campaign during Black Friday in 2011. The campaign aimed to raise awareness about over-consumption and environmental impact. Patagonia asked consumers to repair and reuse their existing clothing instead of buying a new jacket. The campaign demonstrated the brand's commitment to environmental responsibility and garnered significant attention.

In conclusion…

Green technologies and sustainable marketing allow brands to fulfill their environmental responsibilities and establish stronger bonds with consumers. Campaigns that reduce carbon footprints support environmental sustainability and increase brands’ reputation and customer loyalty. Sustainable marketing strategies such as carbon neutral products and services, green product certificates, education and awareness campaigns enable brands to establish deeper and more meaningful bonds with consumers by demonstrating their environmental responsibilities. In this context, it should not be overlooked that green technologies and sustainable marketing will provide long-term benefits to both the environment and businesses, and brands should add shades of green to their marketing cards as soon as possible!

About Inomist Communication Consultancy

In line with innovations in the field of communication, Inomist Communication Consultancy plans and implements Innovative Media and Communication Strategies in order to develop the brand value and corporate reputation of institutions and to increase their competitive power and awareness. It sees the institutions and individuals it works with as “fellow travelers” rather than customers and acts with team spirit together with them. While creating communication targets and strategies parallel to the business goals of institutions, it offers innovative and realistic, planned and fast solutions in line with the values ​​of the institution and society. The agency, which moves forward with a holistic communication approach, includes; brand communication, media relations management, subject and agenda management, marketing communication, leader communication, risk management and crisis communication, corporate social responsibility communication, sponsorship communication, in-house communication, content marketing, social media account management and digital marketing.

Source: HORECA TREND and Inomist Communication Consultancy

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Environment

“As Glaciers Melt Rapidly, Our Future and Livelihoods Are Melting Too”

Sustainable Production and Consumption Association, in its World Water Day statement, emphasized that water is the basic drink of humans, input of agriculture and industry, renewable source of the energy sector, important for tourism, one of the valuable national assets of countries, and stated that only 2,5 percent of water is fresh water, and most of this water is in glaciers; as the climate changes, with the rapid melting of glaciers, people's shelter, energy, food, health access, and livelihoods are also in danger; species are disappearing; our future is also melting, and called for protecting our glaciers, our water, and saying stop to climate change.

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The theme of World Water Day on March 21, 2025 is “Glacier Protection”, and it is stated that due to the serious effects that rapidly melting glaciers and irregular water flows will have on humans, agriculture, tourism, industry, energy and ecosystems, it is necessary to work together to put glacier protection at the center of plans to combat climate change and the global water crisis. Prof. Dr. Filiz Karaosmanoğlu, Istanbul Technical University (ITU) Faculty Member and Sustainable Production and Consumption Association (SÜT-D) President As the glaciers melt, our future and our livelihoods are also melting, he called for protecting our glaciers and water, and stopping climate change.

We Must Protect Our Glaciers

SÜT-D President Prof. Dr. Filiz Karaosmanoğlu stated that “The United Nations (UN) General Assembly declared 2025 as the “International Year for the Protection of Glaciers” and that starting from this year, “March 21st World Glacier Day” will be celebrated. Our theme for the 2025 UN World Water Day is “Glacier Protection”. Water is in the air, on the surface, underground and in the oceans. Only 2,5 percent of water is fresh water, most of this water is in glaciers and the rest is in groundwater. There is very little fresh water in the air and on the surface. Approximately ten percent of the land area is covered with glacier ice and there are large-scale polar and smaller mountain glaciers. Glaciers, the water reservoirs of nature, are critically important for life and their melting water is indispensable for healthy ecosystems” and emphasized that while the water cycle of our planet is indispensable for the life of humans, plants, animals and microorganisms, access to water is the right of all of us. 2,2 billion people live without healthy drinking water. Water is everywhere. Drinking water; We live, survive and are happy with water as an input in agriculture and industry; as a source of energy; and as a route in tourism. While producing, consuming and providing services for other people, humans directly and indirectly cause greenhouse gas emissions, causing global surface and global ocean temperature increases, climate change and the rapid melting of our glaciers. The water cycle is becoming unpredictable,” he said, drawing attention to the urgent need to protect our glaciers.

Climate Change, Glaciers and Survival Strategy 

Prof. Karaosmanoglu “2015-2024 The last decade of 2024 was the warmest on record, while the global average surface temperature in XNUMX 1850-1900 The climate has changed rapidly with the first year record of 1,55°C above the average for the period. The climate is changing. The climate will change. Rainfall abnormalities, sea level rise; loss of snow, sea ice and glaciers; drought; heat wave; cold wave; heat island; fire; deterioration of air quality; migration; epidemics endanger our lives with climate change. We cannot ignore the destruction caused by the faster melting of glaciers than ever, and the problems that occur in humans and wildlife as the oceans warm. For example, fishing, difficulties in the lives of polar bears and penguins. For these reasons, protecting glaciers should be our survival strategy, we should reduce greenhouse gas emissions, and we should take action and work together to manage melting water more sustainably for the benefit of people and the planet.

Türkiye, Our Glaciers and Carbon Management

Dr. Karaosmanoğlu said, “In our country, there are valley glaciers, cirque glaciers and summit glaciers in the Eastern Black Sea Mountains, Taurus Mountains and volcanoes. The largest and only summit glacier is on Mount Ararat with a surface area of ​​approximately 10 square kilometers. The largest and 20 thousand years old valley glacier is the Uludoruk Glacier on Mount Cilo. Experts state that our glaciers are melting between 1 and 20 meters per year and that if this trend is not stopped, the glaciers on Mount Cilo will disappear in the next 20-50 years. We are all responsible for climate change. We should reduce our greenhouse gas emissions at home, at school, at work, on the road, in the field and in the forest and say stop to climate change. There is no limit to the atmosphere and water. Each of us has a duty. With the primary goal of increasing Turkey's carbon management capacity, SÜT-D, with the main support of the Ministry of Environment, Urbanization and Climate Change and ITU, has been ranked as the “World's 2024th Most Sustainable; He announced that he will bring together his stakeholders at the 38th Istanbul Carbon Summit, the first and only of its kind, to be held on April 22-14, 15 at the Ayazağa Campus, which is “the 2025nd campus in Europe; the first in our country for eight years”, and that the SÜT-D 10 Low Carbon Hero Award application is ongoing.

Sustainable Production and Consumption Association (SÜT-D): SÜT-D was founded in 2013 by representatives from the public, business and academia with the aim of creating knowledge and capacity by working to create a strong impact on society in terms of sustainable production and consumption, by using the best energy, water and waste management and resource-efficient, best available technologies; combating environmental pollution, climate change and biodiversity loss; and increasing awareness of sustainable development with a sustainable life culture that is friendly to people and nature. SÜT-D prioritizes working closely with official authorities, local governments, universities, civil society organizations and the media in its activities, and by tackling the social and technical aspects of “Sustainability Management”, and offers the green and blue power of civil society for the welfare and comfort of humanity today and tomorrow.

Source: HORECA TREND and Sustainable Production and Consumption Association (SÜT-D)

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Environment

“If Fishing Lives, Quarries Live!”

Sabancı Holding and Carrefour Group subsidiary CarrefourSA have undertaken an impressive project in Ocaklar Village in Balıkesir Erdek. With the message “If Fishing Lives, Ocaklar Lives!”, CarrefourSA aims to protect coastal settlements that make their living from small-scale coastal fishing and to raise awareness about the sustainability of the seas with the ‘Ghost Nets’ project.

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Sabanci Holding and Carrefour Group subsidiary, the leading brand of the Turkish retail sector CarrefourSA While delivering the right product to its customers from the right manufacturer at the right price with its staff of 71 people, including 1250 stores and dealers in 15.000 provinces, it also continues to be a pioneer in the field of sustainability with the projects it has implemented. 'If Fishing Lives, Quarries Live!' CarrefourSA, which set out with the motto, implemented in Ocaklar Village in Balıkesir Erdek 'Ghost Nets' With its project, it draws attention to the protection of small-scale coastal fisheries.

“We Aim to Spread from Ocaklar to Türkiye”

CEO of CarrefourSA Kutay KartalliogluIn his statement about the project, he said, “Today, as CarrefourSA, we deliver the right fish to our customers. But delivering the right fish to future generations is also the responsibility of all of us. The way to do this is “correct fishing”. With our investments in sustainable marine resources, we emphasize that not only keeping the seas clean but also protecting the ecosystem is a responsibility. With the ‘Ghost Nets’ project we carried out in Ocaklar Village, we want to show that our seas are not only an economic resource but also indispensable for the sustainability of life.”

Kartallıoğlu, who says that seafood consumption in Türkiye is far behind Europe, continues as follows: “According to TÜİK data, while per capita seafood consumption in Türkiye is 7-7,5 kg per year, this figure goes up to 20-22 kg in Europe. As CarrefourSA, Türkiye’s largest fish retailer, we aim to increase Türkiye’s seafood consumption in line with this goal while bringing quality food together with our customers in a reliable manner and at the right pricing. We are the leading company advocating the Blue Economy in the organized food retail sector. We are working to increase seafood consumption in our country, which is surrounded by the sea on three sides. Of course, we also care about the continuity of the underwater ecosystem while doing this production. We contribute significantly to sea cleaning with the technology used within the scope of stuffed mussel production that we have implemented in Türkiye’s first and only integrated mussel facility.”

Women's Employment and Innovative Solutions

CarrefourSA's projects focused on Blue Economy and sustainable seas not only protect the seas, but also create social benefits. “As part of the project, training is being organized for those engaged in small-scale coastal fishing in Ocaklar Village in Balıkesir Erdek, and we aim to upload these trainings to digital platforms so that they are not limited to Ocaklar and benefit fishermen across Turkey,” said Kartallıoğlu, adding, “We are also developing projects to increase women's employment in the region. While collaborating with Türkiye's first integrated mussel facility in Ocaklar Village, we are providing a source of income for dozens of families. Currently, all employees in the integrated mussel facility, including the facility manager, are women.”

A Fascinating Story: Ghost Webs

CarrefourSA's "If Fishing Lives, the Quarries Live" project was conveyed with an impressive installation prepared by TBWA\Istanbul. The project draws attention to the fact that ghost nets, which remain under the sea as a result of wrongful fishing and prevent fish from reproducing, can actually turn a village that makes a living from fishing into a ghost village.

Ocaklar Village was covered with ghost nets collected from the seas by CarrefourSA and turned into a ghost village overnight. With this installation work, the message that although the visible landscape is not real, it can be our future was given. This ghost village created with ghost nets is a symbol of the future we will face if a solution is not found. However, this is only a warning. The project, which conveyed the message of “We still have a chance”, included the call of the local people, including old fishermen and young people. Drawing attention with the theme of “Ghost Nets”, the project revealed the urgency of taking action for our seas with an impressive visual.

 

Source: HORECA TREND and CarrefourSA

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Environment

“No Land, No Future”

Land loss is the record of our future. Experts said that our future can be saved by preventing disasters such as drought and floods. 

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Land loss is the record of our future. Experts said that our future can be saved by preventing disasters such as drought and floods.

Üsküdar University Environmental Health Program Head Dr. Lecturer Ahmet Adiller drew attention to the importance of soil and warned, “If there is no soil, there is no future!” Adiller emphasized that soil protection is essential to prevent disasters such as drought, flood, inundation and storm and for a sustainable future.

Why Is Soil So Important?

Dr. Lecturer Ahmet Adiller stated that soil is of vital importance for humans and other living things and said:

  • Living space: Soil provides habitat for billions of living things.
  • Food source: Plants get the nutrients they need to grow from the soil, and these plants form the base of the food chain.
  • Water cycle: The soil absorbs rainwater, filters it and feeds groundwater.
  • Climate regulator: Soil plays an important role in combating climate change by storing carbon and converting nitrogen from the atmosphere into a form that plants can use.

What are the consequences of soil loss?

Soil loss and degradation lead to flooding, erosion, desertification and accelerated climate change, which negatively impacts vegetation and water resources, threatens food security and puts human health at risk.

How Can We Protect Our Land?

Dr. Lecturer Ahmet Adiller listed the individual and social measures that can be taken regarding soil protection as follows:

  • Reducing chemical use: Conscious use of chemical fertilizers and pesticides is important for preserving the chemical structure of the soil.
  • Increase recycling: Recycling household waste helps reduce soil-damaging substances.
  • Making compost: We can improve the structure of the soil by obtaining compost from kitchen waste.
  • Protecting water resources: Efficient use of water and prevention of water pollution improves the quality of the soil.
  • Fighting erosion: Protecting vegetation and supporting afforestation efforts helps prevent erosion.
  • Reducing consumption: Over-consumption indirectly harms the soil. We can protect our soil by reviewing our needs and developing conscious consumption habits.

Source: HORECA TREND and Science and Health News Agency

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