Costa Rica – With Costa Rican craftspeople facing major economic losses due to a lack of tourism in the last year, fast food chain KFC is stepping in to support them with a range of limited edition branded ceramic buckets. Each clay bucket in the 45-piece collection, which come in the same shape as its classic fried chicken containers, represents a different KFC location in Costa Rica and are made by local artisans.

A campaign film by Havas Costa Rica spotlights the local craftspeople involved as well as the 5,000 year history of creating Colombian Chorotega ceramics. Through this initiative, the brand showcases the skill of local artisans while also raising funds to support their livelihoods via Facebook Live auctions. In this way, KFC provides an example of how a large brand can take civic action through unexpected approaches.

Such projects also reflect the need for resilient and agile business models to aid local craftspeople. And while this support ordinarily comes from the ethical fashion and homeware brands that heavily rely on craftsmanship, KFC recognises the opportunity to highlight regional talent and cultural identity in lieu of tourism.

As global awareness of greenwashing claims continue to rise, the EY Future Consumer Index by Ernst & Young (EY) finds that a growing number of consumers are seeking greater environmental transparency from brands.

The study finds that a majority (80%) of global consumers believe brands must be transparent about their environmental impacts in the production of their goods and services. Meanwhile, 38% believe businesses should prioritise responsible production and consumption of goods and services. And when it comes to actual purchasing decisions, 43% of global consumers want to buy more from organisations that benefit society – even if their products or services cost more.

These findings come at a time when claims of greenwashing are surging, as brands find ways to cover up their negative environmental impacts with marketing campaigns. But as more Regenizens look for ways to offset their own spending habits, they will expect to see brands take full responsibility for their own imperfections.