Sustainability Project Name Ideas

of one

Sustainability Project Name Ideas

This report summarizes insights related to naming sustainability campaigns. Part (A) includes a selection of name options for ExCeL London's sustainability project. Part (B) includes case studies of recent sustainability campaigns and their names, as well as how effective they are or any awards that have been won.

Part (A): This section includes suggestions for project names, along with the reasoning behind their selection.

"Future Further"

"Because You"

  • This is an unusual name, which gets more attention.
  • This name includes "Because", which is one of the most persuasive words in the English language.
  • This name also includes "You", which is another of the most persuasive words in the English language.
  • "Because" is persuasive because it both prepares the listener for an explanation and provides a call to action.
  • By making the explanation "You", everyone that hears it understands that ExCeL London is committed to them.

"Green Champion"

  • Words like "Champion" that emphasize leadership are more likely to be influential when discussing climate-related topics with those who are skeptical about climate change.
  • "Champion" is one of the 200 happiest words in English literature.
  • As a color, green is associated with environmental issues, optimism, healing, nature, calm, honesty, and safety.
  • While "sustainability" has feminine connotations to male consumers, the presence of "Champion" elevates this name to a place of strength.
  • 87 percent of consumers are concerned about the environment, and "green" is a strong indicator of environmental support.

"London Strong"

  • This name includes ExCeL London's namesake location, which connects it firmly with its mission of local support.
  • Local-based initiatives gain more favorable responses for climate-related issues and branch into support for broader issues, meaning that while it would have London in its title it would have global applicability on the basis of London's strength as a world-leader.
  • "Strong" has a connotation with being tough, hard, or sturdy, meaning it emphasizes ExCeL London's commitment to being a powerful leader.
  • In 2017, London was named as one of the top 5 cities in the world that are leading the way in sustainability. "London Strong" would emphasize the support of this collective accomplishment.
  • Usage awareness: The "London Strong Foundation" is a small foundation based in Michigan, U.S. for a girl named London Strong who died from a heart condition.

"ExCeLSoar", "ExCeL Soar", or "ExCeLSOAR"

  • This name incorporates the client's name, ExCeL London, to the fullest effect.
  • It unifies ExCeL with the idea of "soaring", implying that ExCeL is taking off in a majestic, graceful way.
  • This name plays upon pop culture as Marvel Comics' Stan Lee was famous for saying "Excelsior", which, when translated from Latin, means "ever upward." Lee, who passed away in 2018, was beloved in the comics community and has gained popularity as a result of the Avengers saga.
  • "ExCeLSOAR" could incorporate an acronym such as "Sustainable Operations And Regulations", which has pros and cons.
  • An acronym would include capital letters in the same theme as ExCeL does.
Part (B): This section includes case studies on sustainability campaigns with catchy names.

Oslo is Rubbish

  • This campaign name cheekily plays on the negative connotation that something that is "rubbish" is bad and instead owns the fact that Oslo consists of mostly recycled content.
  • Oslo is the 2019 European Green Capital and is promoting itself as such through this campaign.
  • "Oslo is Rubbish" is the title of a five-part miniseries produced in Oslo to help spread awareness of the city's commitment to recycling.
  • "Oslo is Rubbish" is considered one of the top 3 environmental campaigns of 2019.
  • Residents are celebrating how "rubbish" their city is.


  • IKEA's ongoing "Steps" campaign incorporates outdoor advertising around London to build awareness of its newest, most ecologically sustainable store (based in London).
  • The aptly-named campaign informs pedestrians how many steps it would take to get from their location to the store.
  • "Steps" encourages pedestrians to walk, thus reducing their carbon footprint, or to take public transportation. Public transportation is a greener option than driving a personal vehicle.
  • Like the name and the brand's image, the campaign is simple and stylish.
  • "Steps" was named as the marketing campaign of the month by GlobalWebIndex.

World Without Waste

  • In 2018, Coca-Cola launched it's "World Without Waste" campaign.
  • The campaign is purposefully-named as it matches Coca-Cola mission of collecting and recycling 100 percent of its production materials in plastic by 2030. In other words, the name matches the goal of the campaign.
  • To help spread the word and support, Coca-Cola promotes a social media hashtag, #WorldWithoutWaste.
  • This name uses alliteration, which makes it easier to remember.
  • #WorldWithoutWaste is trending upward by 5 percent in the past month on Twitter, according to

  • "Companies use the alliterative effect all the time. The major reason companies use it is to ensure their brand name is memorable. Think, for example, of all of the famous and well-known brands and companies that have used alliteration in their names:"
  • "Since hosting seven Olympic and six Paralympic events in 2012, we are conscious of leaving a lasting legacy for the local community as the leading events venue in Europe. We bring long term economic benefit and aim to enhance London’s reputation as a centre of excellence for events."
  • "An example of improving or being improved"
  • "Naming a company, product, or service operates on the same level — and having an uncommon name is actually a really good thing (despite the mispronunciations and repeating yourself). Here’s why: Unusual names get attention"
  • "You’ve seen these words countless times before—and for good reason. The research behind these words has shown over and over that they work. Gregory Ciotti wrote about these five in a post for Copyblogger, showing exactly how each is vital for persuasive speech and copy. For instance, immediate words like “instantly” trigger mid-brain activity and feed our zest for quick gratification."
  • "“There are definitely better and worse ways of starting a conversation, which have to do with trying to change the meaning of climate change so that people connect with it in a way that makes sense to them and doesn’t threaten their values and sense of identity.” One study, for example, found that swing voters respond best to climate-change messages that are linked to values like leadership, exceptionalism, freedom, independence, and ingenuity."
  • "Laughter, happiness, love, happy, laughed, laugh, laughing, excellent, laughs, joy, successful, win, rainbow, smile, won, pleasure, smiled, rainbows, winning, celebration, enjoyed, healthy, music, celebrating, congratulations, weekend, celebrate, comedy, jokes, rich, victory, Christmas, free, friendship, fun, holidays, loved, loves, loving, beach, hahaha, kissing, sunshine, delicious, friends, funny, outstanding, paradise, sweetest, vacation, butterflies, freedom, flower, great, sunlight, sweetheart, sweetness, award, chocolate, hahahaha, heaven, peace, splendid, success, enjoying, kissed, attraction, celebrated, hero, hugs, positive, sun, birthday, blessed, fantastic, winner, delight, beauty, butterfly,entertainment, funniest, honesty, sky, smiles, succeed, wonderful, glorious, kisses, promotion, family, gift, humor, romantic, cupcakes, festival, hahahahaha, honour, relax, weekends, angel, b-day, bonus, brilliant, diamonds, holiday, lucky, mother, super, amazing, angels, enjoy, friend, friendly, mother’s, profit, finest, bday, champion, grandmother, haha, kiss, kitten, miracle, mom, sweet, blessings, bright, cutest, entertaining, excited, excitement, joke, millionaire, prize, succeeded, successfully, winners, shines, awesome, genius, achievement, cake, cheers, exciting, goodness, hug, income, party, puppy, smiling, song, succeeding, tasty, victories, achieved, billion, cakes, easier, flowers, gifts, gold, merry, families, handsome, lovers, affection, candy, cute, diamond, earnings, interesting, peacefully, praise, relaxing, roses, Saturdays, faithful, heavens, cherish, comfort, congrats, cupcake, earn, extraordinary, glory, hilarious, moonlight, optimistic, peaceful, romance, feast, attractive, glad, grandma, internet, pleasant, profits, smart."
  • "Here is a table of colors and many of the meanings they tend to evoke, particularly in Western cultures. Notice how colors can mean very different things - it is not that the colors themselves have meaning, it is that we have culturally assigned meanings to them. For example, red means warmth because of the color of fire. Likewise, it means anger because of the increased redness of the face when it flushes with blood. Purple symbolizes royalty only because the only purple dye that was available for many centuries was very expensive."
  • "To reduce dangerous air pollution in the city, London’s mayor Sadiq Khan is enforcing the “Congestion Charge Zone,” which goes into effect later this month. Older cars will be charged a fee to drive in central London, while electric vehicles will be allowed to travel for free in the zone."
  • "Social norms may also turn off certain consumer segments. For example, some men associate sustainability with femininity, leading them to avoid sustainable options. But if a brand is already strongly associated with masculinity, this effect can be mitigated."
  • "87% of consumers said that they were concerned about the environment and would shop with that concern in mind, but only 33% said that they had bought green products or were ready to do so."
  • "to ascend to a higher or more exalted level"
  • "“Excelsior” has long been Lee’s catchphrase. In the mid-1960s, not long after Atlas Comics rebranded as Marvel, Lee wrote a monthly column for the comics publisher in which he’d sign off with “Excelsior!”—a Latin word meaning “ever upward.” He told io9 in 2007 that he wanted a unique word to himself that his rivals at the time wouldn’t be tempted to copy:"
  • "Some of the world's biggest company names are abbreviations: think IBM, NBC, ABC, CBS, CNN and many others. These are abbreviations that have stood the test of time and are meaningful in their own right today, even if what the initials stand or stood for are long forgotten."
  • "Coca-Cola Company has pledged to collect and recycle the equivalent of 100 percent of its packaging worldwide, and manufacture its bottles using at least 50 percent recycled plastic by 2030."
  • "We will help to collect and recycle a bottle or can for every one we sell by 2030 – regardless of where it comes from. Food and beverage packaging is an important part of our modern lives, yet the world has a packaging problem. Like many companies that make products we all love, our packaging has contributed to this global challenge."
  • "The 2019 European Green Capital has innovated lots of sustainable solutions for travel, eating and cultural experiences, simply by harnessing power from the waste it produces. That's why we say Oslo is rubbish. In a good way!"
  • "The five-part mini-series, Oslo is Rubbish, is focused around the theme of recycle and reuse - something that is often clouded by obsessive consumerism and the impact of overwhelming planned obsolescence. VisitOslo's quirky host takes you round different attractions throughout the city; from floating Saunas built with recycled materials, to city tours on refurbished bicycles, to fine dining with meals made from left-overs - showing all the Oslo has to offer."
  • "IKEA is working towards a big goal. The world’s largest furniture retailer hopes to inspire and enable more than one billion people “to live a better everyday life within the limits of the planet”."