About a third (33%) of the world’s soil is degraded according to the FAO (Food and Agriculture Organization of the United Nations). The causes are diverse: deforestation, intensive traditional agriculture, soil sealing, among other issues. As a consequence, the soil is increasingly poor in nutrients, with less biodiversity and which increasingly needs external additives to be fertile, creating a vicious cycle.
Weleda believes in the importance of bringing light to the topic so that people can make conscious choices about what they consume, as the soil is responsible for providing food, ingredients for medicines, cosmetics, clothing and even fuel. For this, it launched the campaign ‘Hello or Solo‘ with a commitment to bring information to the public in the hope that more people will unite around the purpose of regenerating it.
A pioneer in the practice of biodynamic agriculture, Weleda uses more than 80% of ingredients of organic and biodynamic origin in its products, systems that preserve healthy soil. ‘Hello or Solo‘ also features the partnership between Weleda and DIRT – a soil regeneration charity – from internationally renowned model and environmental activist Arizona Muse, who also shares the company’s passion: conserving the health of the soil. The objective of the two entities is to raise awareness and encourage positive changes in everyone’s lives through small and simple steps.
“The campaign ‘Hello or Solo‘ by Weleda treats the soil, the skin of the Earth, as we would treat our own skin – without harsh chemicals and in a way that demands care and respect. It is a campaign that is very close to my heart. We can all do our part and care for the soil with the respect it deserves,” says Arizona Muse. Just like our skin, the soil is a living, breathing ecosystem, that is, it is considered the skin of the Earth, which sustains humans, plants and wildlife.
Weleda’s main mission is to find harmony between human beings and nature. “It is from a healthy soil that the quality and differential of Weleda’s products come from and we want to contribute in a proactive way to the conservation of this resource, and to expand the population’s knowledge on the subject to make more conscious choices.”, explains Beatriz Branco, Branding and Sustainability Manager at Weleda.
1% for the planet – Starting this year, Weleda will invest 1% of global sales in projects that encourage climate protection, preserve biodiversity and soil conservation. This year, €400,000 is being earmarked to support specific projects for soil conservation around the world. Part of this amount will be invested in projects in Brazil.
At the end of 2021, Weleda received the recognition of company B, a certification given to companies that cause a positive socio-environmental impact through their operation. In this movement, he joined the B Corp™ Beauty Coalition – international group of beauty B companies, whose mission is to improve the impacts of production practices in the industry through knowledge sharing and responsible innovation.
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