The organic packs of Natural American Spirit cigarettes have a new insert with a Programme for the Endorsement of Forest Certification (PEFC) label on the card. On the back, it reads, “Inspired by our commitment to the environment, we’re donating $365,000 in 2015. Help us choose where our donations go.”
Though Natural American Spirit faces stiff competition from KeepItSacred, they are now in association with PEFC, to end deforestation. The international organization has already seen improvements in the beginning of May after they distributed 1000 tents and other supplies to victims of the earthquake in Nepal.
PEFC is an international organization supporting the implementation and maintenance of sustainable forests. As of the PEFC Annual Review released May 19, 65 companies have signed the New York Declaration on Forests to offer a solution for rapid deforestation.
In the PEFC/Gfk Global Consumer Survey for December 2014, studies show consumers aren’t familiar with the PEFC label on packaging, but given the choice would choose to buy a product with the label over one without.
Next year’s survey may show the effectiveness of such the Natural American Spirit marketing tactic. In the meantime, which charity would you choose to donate to?