As an editor at Homemakers magazine, I receive a lot of promotional material, including from many manufacturers making green claims. Part of what I do is sort through those claims and look for those initiatives that are truly making a difference. Sometimes I think the most effective programs are those that make it easy for people to act en masse.
Someone at Avon has recognized that South America’s Atlantic Rainforest, which extends through parts of Brazil, Paraguay and Argentina, is a global treasure that’s been highly affected by human activity. Generations of sugarcane and banana plantations, logging and urban encroachment mean that, today, less than 10 per cent of intact forest remains. That affects native flora and fauna, and globally it effects every one of us, since rainforests are a key oxygen provider and carbon sink. What are they doing about it? Making it easy for every one of their customers to buy a tree, for only $1, that will be planted by The Nature Conservancy in an Atlantic Rainforest reforestation project. The program is underway in 60 countries worldwide.
This might sound good on paper, but what makes this program great is that it has already surpassed its goals, and the company is sticking with it. In March, the Avon Hello Green Tomorrow Campaign set out to plant one million trees in the Atlantic Rainforest. In just 80 days, they were able to virtually double their initial pledge, now reaching 2 million trees, through $2 million in support. The tree-planting program is part of the United Nations Environment Programme (UNEP) Plant for the Planet: Billion Tree Campaign. (If you’ve planted any trees, you can record them on this site as well!)
We all know that a company’s own activities are a big part of their environmental footprint. I was glad to hear that Avon has also adopted a paper policy, called the Avon Paper Promise, which aims to purchase 100% of its paper from certified and or post consumer recycled content sources within ten years, with a certification preference of Forest Stewardship Council. I hope they are able to beat that pledge too.











