BASF is one of the world’s largest chemical companies with a presence in Sweden, primarily in the plastics and agricultural industries. One of the company’s objectives in Sweden is to contribute to sustainability and the circular economy with its products and solutions. To attract attention, Greatness PR and BASF produced several debate articles that were then pitched to selected industry media. All the articles were published and gave BASF visibility towards selected target groups.
Driving opinion or wanting to be a thought leader in an area places certain demands on conditions and implementation. To begin with, the target image is necessary, and the company also needs to identify and define the main messages and arguments. The methodology is basically the same whether it is from a political or commercial perspective.
BASF’s objective in driving public opinion was to influence the political debate to enable more plastic recycling with new technologies in Sweden, and to show the public the positive effects of chemistry and its impact on society to create a more positive attitude towards chemistry.
Problem formulation and concrete proposals for action
Greatness PR and BASF wrote two debate articles about the need for increased plastic recycling in Sweden and globally, what needs to change to succeed, and how their chemical recycling solution can contribute. Both articles were published by the leading industry media Dagens Industri and Aktuell Hållbarhet, which reach the company’s prioritized target groups.
BASF’s debate article “Chemical plastic recycling opens up for new circular opportunities” was published in Aktuell hållbarhet March 15, 2021
BASF’s debate article “Industry must be allowed to use more methods to recycle plastic” was published in Aktuell Hållbarhet 16 October 2019
BASF’s debate article “Industry must be allowed to use more methods to recycle plastic” was also published in Dagens Industri 21 October 2019
Current topic and clear societal link
BASF’s second focus area in Sweden is agriculture. In connection with the EU’s presentation of a new food strategy, the company wanted to highlight possible problems that may arise in the Swedish food supply, and how chemistry can be a tool to solve these problems. Greatness PR produced two debate articles to raise awareness and contribute to the debate, both of which were published in leading trade media in the agricultural industry.
BASF’s debate article “Agriculture needs chemistry – for the sake of the environment and the future” was published in Jordbruksaktuellt on February 19, 2021
BASF’s debate article “Sweden’s agriculture can reduce greenhouse gas emissions, without affecting production” was published in ATL on April 23, 2021
