Three ways to start your brand's sustainability journey
Here at FACTEUR, we fancy ourselves on top of a lot of trends. After all, it is our job to be aware of what’s going on in the various lifestyle-related industries we cover and stay current on what the media and consumers are saying. So, when I started seeing the sort of buzzword worthy ‘sustainability’ topic pop up all over my social media and email inbox, I was naturally very curious. Consumers, media, and brands have started what I have casually, and by no means officially, dubbed the Sustainability Movement. Now more than ever, it seems as though promotion of sustainability and accountability is central to the success of a company and core to the values of the consumer.
So, what does sustainability even mean? It’s difficult to pin down a direct definition, as sustainability, applied to many different industries, can mean a lot of different things. Very confusing, right? In layman's terms, sustainability means striving for a way forward, without compromising the future, with non-destructive, environmentally friendly business practices, which are non-harmful to current and future generations’ ability to live.
As a small business owner, you may think that there’s not a whole lot you can do that will have an impact on this somewhat grandiose idea. But I don’t think that’s true! You, too, can take advantage of the popularity of the Sustainability Movement. In the following section, read about three broad areas that allow for creative sustainability practices. Use these as a jumping-off point for your own brainstorming! You may not be running an international Burberry-sized brand, but the ideas they implement can be great inspiration for your own company!
Packaging Practices
Burberry’s compostable packaging. Source: Vogue.fr
In a product based brand, packaging leads to a lot of wasted resources. Oftentimes packaging is made up primarily of plastic, non-degradable materials, and almost all of it gets thrown away as soon as the product reaches its final destination. Many brands have taken steps to decrease their packaging practices by eliminating unnecessary elements, and choosing to pursue biodegradable materials, as well as encouraging customers to bring their own reusable shopping bags instead of supplying single-use plastic bags.
Burberry took a front seat on the path to fashion sustainability when they announced they would be completely plastic-free by 2025. Vogue France reports that they have already eliminated plastic from their bags, and are making their boxes, clothing hangers, and garment bags compostable. On top of the change of material, they have also launched a program in which customers can return their Burberry hangers to the boutiques so that they can be reused.
Simple changes from plastic to recycled paper bags, and a loyalty program where customers can benefit from taking part in recycling can be very effective in making moves toward sustainability for your own brand!
Product Waste
Every single day, the world produces 3.5 million tons of garbage. Researchers estimate this number will only continue to grow as time goes on, unless we become more deliberate about how we deal with waste.
Girlfriend Collective Activewear, made from Plastic bottles. Source: girlfriend.com
Depending on what type of brand you are, the waste made by your business can be vastly different. If you deal in material goods, and are often left with pounds of scrap material, consider seeking out an individual or company who specialize in ‘upcycling’.
Many times artists and designers will happily take scrap material in order to create their own products. You may be surprised by what waste can be turned into. Girlfriend Collective, an Instagram famous activewear brand, craft their clothes from a yarn made of water bottles. In doing so, they divert tons of post-consumer water bottles from landfills every year.
If you produce a bit more complex waste, try looking into a recycling and waste management program that will seek ways your waste can be responsibly handled. Many new companies, such as Terracycle, will evaluate your waste and help you make a customized plan for how to manage every different type you produce.
Deliberate Sourcing
Oak + Honey Event planning co. wedding reception. Source: oakandhoneyevents.com
Taking time to investigate your supply chain is crucial to understanding your company’s broader environmental impact. Your own store-front may be the greenest on the block, but if you’re sourcing your materials from a mass factory which does not practice sustainability, you are missing out on a great opportunity! There are many artisans and tradespeople who produce materials on a small, sustainable scale all over the world, and it could be worth looking into a contract with them.
Our own awesome client Oak + Honey Event Planning Co. has been a leader in eco-friendly event planning for a long time now! They are ultra-passionate about creating events which are not only sustainable and reduce wedding waste, but are also jaw-droppingly well designed. In their planning process, they are conscious of, and deliberate in hiring local vendors, especially favoring those who source locally for their products as well.
Your Authenticity
Of course, there are a lot of advantages to jumping on this trend outside of purely attracting discerning customers. However, as I mentioned in the beginning of this post, accountability is more important than ever. Honesty is always the best policy when promoting your brand’s practices, and you should always be striving for authenticity in your promotion. It’s becoming all of our responsibility to not just produce sustainable, quality products but to support them, too!