As Earth Day supporters look to "Mobilize the Earth" on the National Mall on Sunday, companies are mobilizing consumers to take part in Earth Day promotions. Here's a sampling of programs you can expect to see as you do your part to reduce, reuse and recycle this weekend:
• Target is celebrating "Earth Month" by offering special discounts on environmentally friendly products throughout the month of April, in addition to giving out 1.5 million reusable bags on Sunday. The retailer has also partnered with Recyclebank, a B Corp that doles out points and discounts at major retailers to members who make environmentally sound decisions.
• JetBlue is partnering with CarbonFund.org to plant a tree for every person who flies on the airline this Sunday, which should equate to about 83,000 new trees. The trees will be planted in Haiti to help rebuild areas affected by the 2012 earthquake. JetBlue crew members and volunteers will also head to Long Island City to plant an additional 100 trees in support of the "Color NYC Green" program.
• Eileen Fisher is helping consumers with spring cleaning this weekend by taking back used Eileen Fisher clothing at all retail, company stores and wholesale locations. The used clothing will be resold at the company's GREEN EILEEN stores, which have already raised more than $600,000 for a number of nonprofits supporting women and girls.
• Macy's is launching a Brazilian-themed curated shop called "O Mercado, the Market at Macy's" to benefit The Nature Conservancy, which will open on Earth Day and run through July 15. Ten percent of each purchase at the shop will go to help the nonprofit in its effort to protect the Brazilian Amazon Rainforest.
• Origins celebrates Earth Day every day by taking back all brands of used cosmetic and toiletry bottles that are traditionally unrecyclable through municipal systems. This Sunday, to encourage consumers to take advantage of the program, customers that bring in any empty cosmetic tube, bottle or jar will be rewarded with a free full-sized Origins sample.
Earth Day campaigns offer companies a unique opportunity to connect with consumers when environment is top-of-mind, and Americans are primed to participate. In fact, Cone's newest Green Gap Trend Tracker revealed that the environment is a consideration while shopping for many, but they rely on companies to provide them with the information to make environmentally informed shopping decisions. Earth Day provides an ideal window to grab consumers' attention, but remember – the true measure of a responsible company is how it conducts business the other 364 days of the year as well.
We encourage your thoughts and comments. Continue the conversation on Twitter by using #WDYSF.