Marketing Green Crypto with Land Betterment Exchange

As investors increasingly demand ESG (Environmental, Social, Governance) assets, companies looking to help corporations meet their ESG goals must quickly find ways to break through the noise to deliver impactful messaging about their solutions.

This space is already getting crowded. Global ESG-related assets, according to Bloomberg Intelligence, will increase from $35 trillion today to $50 trillion by 2025. And while there are skeptics about how such data is calculated, optimistic estimates further suggest that 1 out of every 3 dollars managed globally is in ESG.

Amidst this boom, businesses offering corporate ESG solutions are rising in prominence, particularly those addressing the “E” in “ESG”—the environment. As corporations look to go carbon-neutral and/or carbon-negative over the next decade to meet environmental pledges, they require clear pathways to verifiable and scalable carbon offsets.

At Lemonade, we’ve been working with the Land Betterment Exchange (LBX), where they are  harnessing green crypto to give corporations that pathway, and our work to communicate this mission shows that the right ESG solution always requires the right marketing strategy. 

The Land Betterment Exchange, Using Blockchain to Better the World

The Land Betterment Exchange seeks to accelerate environmental improvement by tying carbon offsets directly to land remediation projects in the United States through blockchain technology. Corporations fund environmental experts’ land remediation work, receiving carbon offsets upon the project’s completion, as well as LBX tokens ($LBX). 

Critically, as the token increases in adoption and value, it will ultimately become more profitable for fossil fuel companies to shutter operations and begin land remediation—a green gold rush that stands to reshape environmental action in the United States.

By tying corporate carbon offsets to domestic land remediation projects, LBX ensures offsets are legitimate, verifiable and environmentally impactful, a direct contrast to the often slippery ways in which carbon offsets are traditionally awarded. In short, LBX's ESG solution is a win for all parties involved. 

Bite-Sized Videos Marketing ESG Investment in Green Crypto

But good news is often slow to travel, and LBX relies on corporate investment at the front end of projects to make the entire process work. So, the question for LBX remained: How to secure corporate buy-in and accelerate adoption of their token? Any messaging needed to be engaging, informative and persuasive across social channels, addressing both environmental and economic issues. 

With these clear objectives, the Lemonade team got to work, producing eight animated, bite-sized videos (10-13 seconds each) to quickly showcase LBX, its environmental impact, and its economic opportunity. 

They all begin with an LBX token that spins and transforms into environmental objects like a flower, a bug, or a drop of water. As Lemonade’s Art Director, Mariah Knight explains, “The LBX logo is circular, like their token—we thought it would be interesting to play off of that and use a turning coin coupled with other circular elements (a globe, a ladybug, etc.).”

Each video captures LBX’s core promise—using green crypto as an economic incentive to accelerate environmental action—while offering its own unique spin. 

For example, one video sees the LBX token become a water droplet, and while the text (“Tapping into crypto to keep clean water on tap”) is playful and punny, the powerful connection between LBX, crypto and environmental improvement is clear.

The imagery is clean and hopeful, fitting in with LBX’s vision and identity. Each video begins with the LBX slogan, “Using Blockchain to better the world,” and, in this video, clean water emerges from a spinning LBX token, emphasizing this connection even further for an ESG-minded audience. 

Financial Incentives and Economic Imperatives: The ESG Sweet Spot

Lemonade also understood, however, that some viewers would find economic incentives more compelling than environmental ones. This is true for most companies offering ESG solutions—they must find the sweet spot between financial motivation and environmental imperative. 

To that end, Lemonade simultaneously produced three additional videos linking investments in LBX projects to dividends both economic and environmental. 

For example, consider this 13-second video in which the LBX token spins into a green dollar sign, quickly shown to be one of many sprouting up among the trees and grass in a forest. The on-screen message: “A new token designed to Grow Green for you and the planet.”

The harmony between the economic and the environmental is again clear. Note, this isn’t a pile of money in a subterranean Scrooge McDuck vault; the dollar signs are green and sprouting up in a clean environment. 

While financial gain is certainly the core message of the video, its text and visual language nonetheless make clear the links between environmental improvement and economic incentive. 

How Lemonade Ripens Green Marketing 

Companies marketing ESG solutions such as carbon offsets and green crypto must find concise, attention-grabbing ways to encapsulate their brand promise. In this space, the solutions are many and attention spans are short, so messaging must include only the most essential ingredients.

As can be seen in our recent work with LBX, Lemonade helps clients find the marketing sweet spots. For ESG, this means clearly and concisely combining economic and financial imperatives for our own special blend of green marketing. 
Sure, green lemons are thought to be unripe, but at Lemonade, everything comes out sweet.