1. Desi Thrift: Desi Thrift is an online marketplace that allows users to buy, sell or rent ‘pre-loved’ ethnic wear and accessories. The platform encourages sustainability through sharing, providing greater access to rarely-worn clothes while giving sellers a way to earn extra income.

2. Ikea: Ikea took to social media to launch its range of soft toys made from recycled ocean plastic. The campaign showcased its range of cuddly toys with witty captions such as: “My mother was a straw and father a party cup. Some would say, I’m a party animal,” to generate engagement and awareness.

3. Lacoste: To support the International Union for Conservation of Nature (IUCN), Lacoste created special edition polo shirts with a twist. For the first time in the brand’s history, instead of using the iconic crocodile logo, the shirts featured silhouettes of the 10 most endangered animal species. The campaign caption read: “Catch them before they disappear.”

4. Azgard9: Pakistani denim manufacturer Azgard9 partnered with Post Carbon Lab (London) to create a hoodie that actually produces oxygen. The hoodies, called ‘CO2ATs’, were treated with microbial pigmentation (photosynthetic microorganisms), causing them to behave like plants. Although only 200 of these hoodies were made, the concept helped generate over five million dollars in leads for the brand.

5. Amazon: To encourage online shoppers to make the better choice, Amazon added a Climate Pledge Friendly Label to sustainable products in their marketplace. The campaign, ‘Making a Difference Before You Know It’, provided users with a filter that allowed them to search for more sustainable alternatives prior to purchasing.

Taimur Tajik is Creative Head, Interwood.