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Bees — those busy buzzing insects that help pollinate fully 1/3 of the all food on Earth — are dwindling in number each year. Colony collapse disorder (CCD) has been a leading factor, and its origins are still unknown. Last May, Google recorded more than 2.5 million search queries about bees, and this year, the number is looking to be even higher. We, the people, are concerned.

It makes good sense, then, that in March 2016, Burt’s Bees launched a cause-based marketing campaign — riding the wave of growing consumer concern while bringing attention to a serious environmental problem…