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.
- This name uses alliteration, with both parts beginning with "F". Brand or project names with alliteration are more memorable, which can increase their impact.
- This name emphasizes that ExCeL London is committed to sustainability moving forward.
- "Future" includes the desire to be a part of the future for the local community and Europe as a whole.
- "Further" is similar to furtherance, which is associated with changing for the better.
- "Further" expresses an extended or beyond-average commitment to a concept.
- 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.
- 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.
- 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 Hashtagify.me.