Local greens are urging consumers to turn into comic-style superheroes to save the planet - and retailers could be first to feel the impact.
The World Wide Fund for Nature (WWF), marking World Environment Day today, launched the campaign to persuade South Africans that even small steps towards an environment-friendly lifestyle can make a difference.
WWF chief executive Morne du Plessis said yesterday that a previous campaign to alert consumers to the threat of some fish species being wiped out by over-exploitation had reached a million South Africans.
"Consumers are increasingly aware of the choices they can make, and increasingly retailers are being put under pressure to respond," Du Plessis said.
"Now is the time for us to exert our influence - we have a lot of power as consumers."
The campaign, on television, radio and in print, uses Marvel comic-style characters to urge consumers to choose green products like organic food and rechargeable batteries and to reject wasteful packaging.
Retailers were not moving fast enough, Du Plessis said.
"Even among the most environment friendly retailers there's room for improvement."