In an era where the climate crisis has reached alarming proportions, posing a severe threat to our planet, action from large organizations is not just necessary—it’s critical. In this context, one of the largest retail companies in the country is stepping up by embedding environmental responsibility as a core pillar of its strategy. This new initiative goes beyond a mere marketing campaign. Through its promotional activity titled ‘The Bigger You Are, The Greater Your Responsibility,’ Lidl Greece enthusiastically takes on a catalytic role against global climate change, delivering a clear message that concerns us all.
Lidl’s campaign highlights stunning natural landscapes, nostalgic childhood moments, and excerpts from Nikos Kazantzakis’ ‘Ascetic,’ creating powerful visuals aimed at motivating viewers to take action. Three distinguished professionals—chef Gogo Deloyianni, actor/screenwriter Giorgos Kapoutzidis, and Paralympic champion Antonis Tsapatákis—have joined forces with Lidl Greece in actions promoting environmental protection and reinforcing the message of collective responsibility.
Beyond spreading awareness, Lidl Greece implements strategic initiatives proving sustainability is integral to its corporate identity. Through its Climate Strategy 2.0, it commits to achieving net-zero carbon emissions by 2050, following international Science Based Targets Initiative (SBTi) standards. Since 2022, all its facilities operate on 100% green energy.
One of Lidl Greece’s key environmental actions is Plastic Free Greece, a collaboration with the A.C. Laskaridis Foundation under the auspices of the Ministries of Tourism and Environment. So far, dozens of beach cleanups have collected nearly 12 tons of waste with over 420 active volunteers.
Additionally, Lidl Greece invests €500,000 in reforestation and restoration efforts in Northern Evia and Afidnes, partnering with the Ministry of Environment and Aristotle University of Thessaloniki. Collaborations with We4All continue for the third year, resulting in planting 16,700 new trees, engaging 137 employees and their children, and conducting cleanup and educational programs.
Lidl Greece’s message emphasizes that ‘the environment is everyone’s responsibility.’ Its strategy invites society to act collectively against climate change. The campaign’s central message—’The Bigger You Are, The Greater Your Responsibility’—has dual meaning: a declaration of commitment and a call for immediate collective action. Lidl Greece demonstrates how large businesses can drive change by combining growth with sustainability, aiming not only to improve its environmental footprint but also to set an example for citizens worldwide.