RISING SOCIAL MEDIA USE VS. SUSTAINABILITY AWARENESS

In the UAE, soaring social media use meets growing sustainability consciousness, driven by the 2030 Sustainability Vision. This presents a dual challenge: reducing screen time for not only our personal well-being but also our environment, while also tapping into the collective desire for more eco-friendly living practices

A READING REVOLUTION AS A SUSTAINABLE CHOICE

Kinokuniya, as the UAE's premier bookstore, spotted an opportunity to guide this dialogue. The brief was to make people reconsider their screen time in favor of book time—promoting personal enrichment and environmental sustainability.

CHANGING MINDS, HABITS, AND HEARTS

The goals were clear: to encourage a switch from digital screens to the world of books, inspiring a significant cut in screen time and cultivating a reading habit for environmental well-being. Kinokuniya aimed to reinforce its role as a socially responsible brand, committed to literacy and sustainable practices.

In a world where every minute generates 1.15 grams of carbon emissions, Gen Z's environmental consciousness clashes with their daily 10-hour social media usage, contributing to a staggering 262 million tonnes of yearly carbon emissions

Recognizing that it takes 14 hours of scrolling to generate 1 kilo of CO2 emissions,

Kinokuniya introduced the Offset Boxset:

This innovative collection of kilo-based boxsets contained books specifically designed to match the reading time required to offset this carbon footprint, showing the world how every second of reading can contribute to saving the world.

Kinokuniya also partnered with Sacred Groves, channeling boxset proceeds toward the preservation of forests and biodiversity. Each one-kilo box purchased conserved an equivalent of 10sq.ft of nature, with two kilos saving 20, three kilos saving 30, and four kilos saving 40.

It wasn't just about more walking, planting, or recycling; now, readers had another means to champion a sustainable world.

Our campaign targeted Gen-Zers who spent a big chunk of their day scrolling through digital screens. They’re trying to make more sustainable choices and prefer brands aligned with their values. But paradoxically, the social media they love was harming the planet they want to protect, and they didn’t even know it.

We addressed two Gen-Z groups:

• Those who predominantly consume content online, with little to no book time

• Those who enjoy more book time yet spend significant time on their screens.

Both groups were unaware of their potential to effect positive change for the planet while enriching their own lives.

We wanted to connect with those who rarely found time for books by reaching out to them in the places they frequent, like malls and gyms. For those who already loved books, it was simple – we could engage with them directly in our bookstores.

We transformed scrolling hours into reading hours for planetary salvation.

Saving 3-kilos of CO2 emissions equated to reading our 3-kilo Offset Boxset, sustainably designed with bestselling books. We also offered 1-kilo and 2-kilo, and 4-kilo box options.

Our activation was set up in Kinokuniya bookstores, providing customers with information about carbon emissions in a simple, relatable format. They could calculate their own screen time and select the matching boxset. Through our partnership with Sacred Groves, boxset proceeds contributed to forest and biodiversity preservation, with each one-kilo box preserving 10 square feet of nature.

To engage non-physical readers, we placed quirky posters in high-traffic areas such as malls, gyms, and bus stations. These posters allowed people save CO2 in real-time, motivating them to visit our bookstores and join the mission to save the world one read at a time. We deliberately avoided using social media to minimize additional carbon emissions.

So far, the campaign has gained significant traction and delivered astounding results:

311 kg CO2 Reduced, TURNING 4,354 HOURS OF SCREEN-TIME INTO BOOK-TIME: Our Offset Boxset initiative resulted in a significant reduction of 311 kilograms of carbon emissions, showcasing the power of reading to mitigate environmental impact.

20,000 Sq. Ft. of Forest Land Protected: Through our partnership with Sacred Groves, we successfully protected 20,000 square feet of vital forest land, thanks to Offset Boxset purchases.

Gen Z Kinokuniya Loyalty Card Registrations Up by 38%: We witnessed a notable 38% increase in Gen Z Kinokuniya loyalty card registrations compared to the average monthly rate, indicating a growing community of sustainability-conscious readers.

Our campaign achieved impressive results, reducing carbon emissions, conserving forests, and fostering stronger connections with Gen Z readers, all contributing to a more sustainable future.

And we are not even done yet...