How to know if a brand is truly sustainable?
Scientists worldwide agree that immediate action is needed to address the planet's climate crisis
(to avert catastrophe?).
According to a 2021 report commissioned by WWF and published in The Economist, customers now believe that brands have as much responsibility as governments in creating positive environmental change. Consumers are increasingly aware of these issues and seek information about products' environmental, social and economic impact. More than ever, they are in search of sustainable goods and are willing to pay extra for products from companies that promote pro-social messages, utilise sustainable production practices, and adhere to ethical business standards.
How can we make a difference, while being imperfect?
If more people adopt a conscious and responsible approach to consumption, it can lead to a significant positive impact on the environment and society.
The most important thing is our awareness – of responsible approaches to consumption. Are you aware that the products you buy have an undeniable environmental, economic, and social impact? Do you know that brands have as much responsibility as governments to create positive change?
By opting for sustainable and ethical alternatives over harmful, polluting, and wasteful products, you can drive demand for more environmentally friendly and socially responsible goods.
How to know if a brand is truly sustainable?
There are a few main traits that reflect the brand's commitment to environmental, social, and economic responsibility.
Transparency
Openly sharing information about:
- business practices,
- supply chain,
- sourcing methods,
- materials used,
- manufacturing processes.
Social Responsibility
Taking into consideration the impact of a brand's operations on various stakeholders, including employees, customers, communities, and the environment.
Fair trade practices
Participating in fair trade initiatives (to create a more equitable global marketplace)
Environmental management
- minimising carbon emissions, water usage, and pollution throughout an entire supply chain,
- using eco-friendly materials,
- reducing energy consumption,
- adopting responsible waste management practices.
Circular economy
- focusing on recycling, upcycling, and minimising waste,
- designing products with their end of life in mind,
- encouraging customers to recycle or repurpose items.
Longevity and durability
Reducing overall environmental impact through:
- creating durable and high-quality products,
- discouraging disposable or fast-fashion consumption,
- promoting longevity.
Community engagement
Engaging in local and global initiatives that contribute to social and environmental well-being (charities, environmental projects, educational programs).
Commitment to animal welfare
- cruelty-free practices,
- tracking and monitoring animal welfare throughout the supply chain (animal welfare certificates),
- having an animal welfare policy with clear implementation mechanisms.
Certifications
- sustainable sourcing (Global Organic Textile Standard GOTS, Fair Trade, Soil Association),
- sustainable manufacturing (B Corporation, Global Recycle Standard GRS, Leather Working Group LWG),
- non-toxic and sustainable product (OEKO-TEX®, MADE SAFE®, Environmental Working Group EWG)
Continuous Improvement
- regular reassessment of practices,
- searching for innovative solutions,
- adapting strategies to changing standards of social and environmental responsibility.
Together, these features contribute to the brand's reputation as responsible and ethical.
No one is perfect, but aiming for positive changes, even in small, gradual steps, can collectively lead to significant improvements. It's about progress and continuous improvement rather than achieving perfection.
“Humanity may be responsible for the destruction of our planet - but humanity is also waking up... and stepping up.
Findings from a new eye-opening report by the Economist Intelligence Unit (EIU) commissioned by WWF, spanning 54 countries that hold 80% of the world’s population, reveal that we’re entering a new era of change - perhaps the most important era for the future of humanity and our planet.
The Eco-wakening is here, and the signs are unmistakable. ”
Full Report
