VP Merchandising/Sustainability at The Home Depot
Consumers who shop at The Home Depot, and who care about the planet need a resource for understanding product choices. We believe that The Home Depot is and should be that resource. No one else is as influential or central to the movement. That’s why we worked closely with The Home Depot’s Chief Sustainability Officer to revamp and rename the program and to rebuild the website as an interactive hub for products and projects.
Eco Actions tells the stories behind product design and manufacturing, such as the evolution of low- and no-VOC paints. It celebrates new product innovations such as the new generation of battery-powered lawn tools that help reduce carbon emissions. And Eco Actions helps consumers engage in their own Eco Actions by providing step-by-step instructions for projects such as organic gardening and composting.
Our team worked closely with The Home Depot to ensure that the site met their ESG needs as well as the user experience needs of the sustainability community. Our team created UX maps, site maps, and designs and developed the site. We worked directly with dozens of Home Depot suppliers, conducting interviews to develop engaging content told in a modular, consumer-friendly manner. Our team currently oversees SEO, SEM and the monthly newsletter for Eco Actions.
Our first engagement with the Eco Options logo was back in 2019. The Home Depot sought to update the original logo, with its house and tree, to better match their corporate identity. We explored numerous directions, orienting towards a softer, more human aesthetic. We incorporated more obvious “green” imagery and colors and looked at some new illustrations that would be unique to The Home Depot. The final logo utilized light gray and green colors to complement the standard Home Depot orange. We paired both the leaf and ECO text in green to anchor the logo and emphasize the program’s focus.
One of the most compelling ways to tell the story of sustainability is through video. Porchlight has worked with The Home Depot to develop videos helping to explain the concept of circularity, and how it plays out at the retailer in their Return Logistics Centers. These facilities are complex and fascinating and offer a behind-the-scenes look at how The Home Depot is using its scale and investing in systems to reduce waste.
- The Eco Actions program was launched on Earth Day 2021.
- The Eco Actions monthly e-newsletter launched in December 2021.
- Opt-in newsletter list grew by 2X in 6 months.
- The site features over 60 sustainability stories from dozens of suppliers including Scotts Miracle-Gro, Nike Grind, Behr Paint and Procter & Gamble.
- Eco Actions includes 66 projects with step-by-step instructions.