sustainable brand journey

Related Expertise: Social Impact , Climate Change and Sustainability

The Consumer Sustainability Journey

Understanding attitudes to maximise business & environmental impact.

November 12, 2021  By  Wendy Mackay and  Sasha Culley

Consumers are experiencing a heightened sense of responsibility with respect to the implications of their choices on people and the planet. BCG’s recent global consumer survey showed that Australians are some of the most motivated in the world to act on climate change. We subsequently surveyed more than 2,500 Australians to explore what sustainability issues they care most about, and how this translates into action.

In a typical sustainability journey, a consumer first becomes aware of a company or brand’s sustainability practices, consequently perceives the brand’s sustainability positively or negatively, and finally may take action. The actions that consumers take in response to a company’s sustainability practices can be either positive (such as being willing to pay more for a sustainable product, recommending the brand to a friend), or negative (such avoiding a product or brand, criticising the brand on social media). There is significant drop-off throughout this journey; overall, only 43% of consumers take sustainability-motivated action and only 12% end up willing to pay more. By understanding the sustainability journey, companies can find better ways to retain consumers at each stage and ultimately unlock business value while also driving better social and environmental outcomes.

More than half of Australians are interested in sustainability issues

In general, interest in sustainability issues is higher for those on higher incomes (77% interest from households with income >$131k p.a. vs 59% interest from households with income <$35k) and education (75% interest among individuals with an advanced degree vs 61% interest among those who did not pursue tertiary education).

Interest also varies by industry. Consumers are most engaged on sustainability topics for things they buy often, such as food, drinks and personal items. They are least engaged with sustainability in the banking and insurance industry, and the topics they are interested in vary by industry.

Australian consumers have high sustainability awareness

The first step in the sustainability journey is awareness. 79% of survey respondents said they are aware of brands’ “sustainability” practices, with people under 51 years of age typically having higher awareness than those over 51 years.

Sustainability means different things to different people. The majority (55%) of people associate sustainability with environmental issues – e.g., climate change, energy use or waste – with around a third (31%) associating sustainability with social issues, e.g., human rights and ethical practices.

In the past 12 months, three in every four consumers adopted, maintained, or increased their use of sustainable practices. The most common practices are recycling (90%), buying locally produced goods (85%), and reducing energy consumption (83%). The two sustainability practices consumers have adopted at the highest rate over the past 12 months are purchasing locally produced or more environmentally friendly products, and using less single-use packaging.

There is a significant drop-off between awareness and action

For most age groups, between 20p.p. and 50p.p. of consumers are lost in the step between awareness and action; for whatever reason, they do not promote or criticise the brands, switch to or from them or change their willingness to pay.

Gen Y/X consumers (36-45 years old) are the most likely to take action once they are aware of a brand’s sustainability practices and develop a positive or negative perception of their sustainability, with less than a 20p.p. decrease between the awareness and action stage of the consumer journey. This age group is the most aware, has the highest level of change in perception based on knowledge of sustainability practices of a brand, and is most likely to take action. This is also the age group most willing to pay more for brands perceived as sustainable.

We expected to see Millennial and Gen Z respondents with similar levels of response to Gen Y/X, although the Australian survey results reflect findings from a similar UK survey. This might be because their sense of what is important is broader than traditional concepts of “sustainability”. Their levels of interest might also be influenced by the COVID-19 pandemic and subsequent economic impacts, which have disproportionately impacted younger people.

Word of mouth matters

Consumers use a variety of sources to understand the sustainability of different brands, and younger consumers are predominantly turning to their peers as a source. Friends and family, and social media are among the most trusted sources of information.

Different age groups have different preferred sources:

• Under 35s predominantly use social media
• 36-45 year olds most commonly use company websites. However, this age group uses the largest number of sources (2.7) of any age group.
• People aged over 50 tend to rely more on TV and news

Interest and awareness do not always translate into positive responses toward companies

Consumers can take positive or negative action in response to information about the sustainability practices of an industry or brand. Overall, fewer than half of respondents indicated that they had taken some type of action in the past 12 months. These actions can be wide-ranging, with the most common actions involving influencing family and friends.

Younger consumers are more likely to take negative action against a brand they perceive to be unsustainable. The most common negative actions by Gen Z and Millennial consumers include liking/sharing critical information on social media, avoiding a brand or product, and sharing their negative perceptions with friends and family.

When examining consumer actions by industry, BCG’s survey found several trends:

• Many people care about sustainability issues when it comes to supermarket brands and have a positive perception of Australian supermarkets’ sustainability commitments. But this does not necessarily translate to action, be it positive, negative or a higher willingness to pay. Price and convenience may be overriding sustainability considerations
• Brands positioned as ‘premium’ across all industries experience the highest rate of positive action from consumers, as well as a higher willingness to pay
• Consumers are most willing to take negative action against unsustainable brands in the media/telco industry
• Companies in the banking and insurance sector have the lowest rates of action overall, following low levels of awareness and interest

Cost is a factor with switching to more sustainable brands

Only a fraction of those interested and acting on sustainability practices change their spending behaviour, with only 12% of overall consumers willing to pay more based on a brand’s sustainability practice. Willingness to pay also varies with age: 23% of 36-45 year olds are willing to pay more, and to pay 10% more on average, compared to 5% of Baby Boomers, who are only willing to pay 5% more.

How Australian brands can ensure their sustainability practices are driving impact

Based on the results of this consumer survey, we believe there are four key principles for Australian companies to keep in mind when engaging with consumers on sustainability:

• By supporting consumers on their sustainability journey, companies can drive top line impact as well as social and environmental outcomes. Most Australians are interested in sustainability and are expanding their sustainable habits. For a smaller but growing group of consumers, sustainability is playing an increasing role in their purchasing decisions and how they influence others’ decisions. To drive impact, raising awareness about sustainability is not enough; they need to find ways to encourage consumers to take action.
• Engage even those audiences that appear less interested because they can be very active once engaged. Gen Z are the consumers of the future. Although they have a relatively lower interest in sustainability now, many of those who are interested take action. This includes negative actions against what they perceive to be unsustainable brands, as well as positive actions including a willingness to pay more for sustainable brands.
• Tailor communications to align with target demographics’ position along the sustainability journey, as well as their most utilised engagement channels. The top sources of information vary by demographic; younger consumers rely on social media, while older consumers turn to TV and brands’ websites. Choose the channels to raise awareness or interest in sustainability practices carefully, based on your target audience.
• Sustainability is a long-term play – don’t disregard actions that don’t directly impact top line. Consumers respond in a variety of ways including sharing on social media or recommending or dissuading friends and family. While these actions may not directly impact the top line, they raise awareness (positively or negatively) for other consumers, ultimately creating a cycle of awareness and response.

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The Sustainable Advantage: Insights on Creating Competitive Advantage Through Sustainability

Bm | Narrating the discussion

Sustainability is a journey, not a destination, with michael stausholm, sprout world.

Sustainability

Sustainability – a hot word on everyone’s lips right now. People want it, clients demand it, brands lie about it, and very few actually embrace it. Sustainability is about each and every one of us, no exceptions, and about the world we live in. It should be common sense to try and make the world better – or at least reduce our harmful impact – yet there are so few things that are ‘common’ nowadays.

But what is sustainability, anyway? Is it a goal, a tool, an expense, a box that needs to be ticked so one can market successfully to the Gretas of the world? Well, in the words below, Michael argues that it’s not a destination, but a journey. Brands need to really embrace sustainability (at the core) and take whatever steps they can (big or small) towards it.

Our interviewee, Michael Stausholm , is the founder of Sprout World, the first and only company in the world that makes plantable pencils. It’s obvious that Michael’s efforts have sustainability written all over them, and his understanding of the concept is even more impressive than his brand. Here’s what he has to say:

Brandingmag: What is the meaning of sustainability for a brand?

Michael Stausholm: Sustainability is, first and foremost, not about cutting corners or taking the easy option. Actioning sustainability is about constantly taking a very hard look at your products or services, your raw materials, and your supply chain, and always evaluating whether, for example, you could change the place of production to one near the point of selling, or looking at how to replace a plastic part with one that uses natural resources.

It is also very much a matter of communication. Be clear, transparent, and specific. Never just say “This product is sustainable” – what does that even mean?

Bm: Can sustainability be more than a marketing/PR tool? Can it be core to a business?

MS: Sustainability should NEVER be just a marketing or PR tool. Consumers are becoming fatigued with sustainability claims and are increasingly suspicious of companies that use buzzwords such as eco-friendly, sustainable, organic, or bio-plastic, without any clear evidence to back it up.

It can and must be core to the business and be apparent in every department including sales, marketing, the supply chain, and even HR and finance, and companies are now realizing that. But it was not long ago when sustainability was driven by the single, poor, and lonely CSR manager who was struggling to make management listen and to implement change. What we see more of today is C-level management being the ones to drive change, with sustainability coming from the top-down rather than from the bottom-up. This means the chances of success in actioning sustainability are much higher.

Sustainability is no longer just nice to have, it is a need to have.

Bm: Is it possible for a sustainability-oriented business to build more brand equity than a product-oriented one?

MS: Yes, it is possible for a sustainability-orientated business to build more brand equity than a product-oriented one. Being product-oriented only no longer cuts it. As a company, you must be purpose-driven and focused on your brand. If you are only focused on selling products, you will always be competing on price only, which means you will forever be part of a race to the bottom where there are no winners.

Bm: What gradual steps can a brand take towards becoming sustainable? Can every brand hope to become 100% sustainable someday?

MS: Most companies think that sustainability is about being 100% sustainable from the beginning. Nothing could be more wrong. Sustainability is a journey, not a destination. But it is not about merely hoping to become 100% sustainable someday either – you must actually work towards that goal every single day.

You have to be constantly improving and be committed to the cause. If you set out to change the world, save the polar bears, and reduce your CO2 impact to zero without adequate time, you run the risk of becoming weary and you’ll lose enthusiasm along the way when you realize the goal was too big to achieve. Sustainability is about setting achievable goals so you can actually achieve them.

SEE ALSO: How Tomorrow’s Pack Could Be Made Truly Recyclable (Quality & Cost)

When we originally started Sprout, local production was (and still is) the main priority, but during the first 1-2 years, we only had production in the USA and had to ship to Europe from there, which was not very eco-friendly in terms of CO2. But we were transparent about this and about the fact that we were working towards setting up production in Europe to serve the European market. Today we have production on both continents to serve the respective regions.

Bm: Why do you think brands sometimes use sustainability as a means of audience manipulation, with false or misleading claims? Is the planet simply not important to some or is sustainability just not for everyone?

MS: Unfortunately, the misleading claims seem to stem from some brands trying to be too smart, too fast. Many marketers see sustainability as a trend that they need to talk into, rather than having a true understanding that it must be deeply rooted in the brand and that they must be able to prove such claims.

Brands need to understand that the younger generation, especially, demands action. Greta Thunberg speaks with so much passion that it can seemingly push a lot of people away, but brands need to understand that she nevertheless speaks on behalf of a whole generation that we cannot ignore.

The planet is important, and sustainability is an issue for everyone. Every single corporation can and must do something. Even the darkest of dark companies such as the big oil companies, can and are working towards more sustainable practices (i.e., investing in alternative energy such as wind), while car-makers (and not only Tesla) are investing heavily in electric cars. Sustainability is no longer just nice to have, it is a need to have.

Bm: How should offender brands be held accountable for their actions in a way that, in turn, benefits the environment? Last year, there were little to no consequences for H&M’s and Zara’s misleading sustainability claims .

The lack of transparency in this industry (but also in many others) is a huge problem for consumers. How do we know if a t-shirt is produced under ethical work conditions in Asia? And without the use of harsh chemicals. And what about the “organic cotton” they use, how does the production take place? We simply don’t know. We tend to think “Oh, it’s organic, then it must be good.”

Misleading consumers with vague marketing terms is a growing problem that we need to solve with more rules and regulations, to make transparency a priority. We as consumers should be able to, with a few clicks or a QR code, see the journey of a product from conception to the shelf.

If there was a standardized procedure that all brands needed to comply with and report upon, it would improve transparency significantly. And it would allow consumers to be able to make the right choices based upon real facts.

I think the reason why there is such a high volume of very cheap clothes being sold in wealthy countries is that we have given up on trying to find out what we actually pay for. It’s too complex as it is now. The real question is: Do we need a new collection from cheap clothing companies every 2 weeks? It used to be 2 collections every year – Spring/Summer and Autumn/Winter. That is much more sustainable.

Another way to solve the problem with misleading sustainability marketing is with clearer direction from a legal perspective. What is permitted and what is misleading? And then increase the fines if claims are found to be misleading.

Bm: How did you arrive at the conclusion that Sprout is something that the world needs right now? How much environmental good has it done so far and what influence did it have on public perception?

MS: I’ve always said that we can’t save the world with our plantable pencils, and of course, this is still true. However, what we CAN do is inspire people and companies to take more eco-friendly steps every day. We want to make them reflect: If we can plant a pencil stub after use instead of throwing it out, what else can we do to leave a positive impact?

SEE ALSO: A Better Future, Part 2 – Societal Challenges Shaping Ad Companies

Every day, 135 million plastic ballpoint pens are produced globally. That’s a huge amount of plastic! A lot of these plastic pens will end up in landfill because a plastic pen is a use-and-throw-away product. Imagine if we can replace a part of this plastic with plants.

So, far we’ve sold over 30 million plantable pencils – this means that there are potentially 30 million new plants out there growing from waste. And now, with our newly launched Planta-a-Tree edition pencil, we can even transform pencil stubs into trees!

Bm: You mentioned that Richard Branson, Coca-Cola, Toyota, and other high-profile brands use Sprout pencils to communicate their sustainable messages. Has any one of them offered to go a step further and partner up for more impact?

MS: Several of our high-profile customers place re-orders when they have started to use our products. They use them for all kinds of campaigns. In fact, our re-orders are over 70%.

Bm: If you were to start another sustainable brand, which one would it be and why?

MS: I would create a ground-breaking sustainable product that makes a great difference in people’s lives. One such product that comes to mind is a Danish invention called the LifeStraw, designed by Vestergaard. LifeStraw is a device that filters water and removes 99.9% of waterborne bacteria and parasites. It prevents diseases caused by contaminated drinking water in the third world such as Hepatitis E, Dysentery, and Typhoid Fever.

Bm: What is your most urgent message to every business that isn’t truthfully searching for sustainability?

MS: The average consumer is getting wearier of companies with fancy sustainable marketing messages. If your company doesn’t work on this in an honest and transparent manner, you will be called out, not only by consumers, but also the media, and especially on social media. Sustainability is a moving train and you need to join it in first class, or you will be left behind.

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SB Brand Transformation Roadmap ℠ Insights Report

Preorder the upcoming insights report today.

Now more than ever the world is facing undeniable challenges associated with environmental damage, social inequities, economic hardship, and other natural and societal changes. Those who respond with speed and clarity on these issues will remain competitive and relevant in the eyes of consumers, investors, employees and others.

Many leading brands are addressing these challenges by taking a hard look at their own operations to understand where they stand in their progress toward becoming a sustainable brand. With the help of the SB Brand Transformation Roadmap SM , organizations are conducting cross-functional self-assessments to identify where they score on a scale of 1 (business as usual) to 5 (profitable, net positive business model). Overall scores incorporate more than just traditional ESG metrics—they are built on the five characteristics that sit at the intersection of branding and sustainability: Purpose , Brand Influence , Operations & Supply Chain , Products & Services , and Governance . These assessments provide reference points, highlight internal strengths and weaknesses, align teams, and accelerate ongoing progress toward sustainability goals.

The SB Roadmap Insights Report, due out in early 2022, examines the results of 110 self-assessments completed by a cross-section of companies, brands, nonprofits, and government entities of varying sizes and industries. From the Report you will:

• Gain insights gleaned from an analysis of aggregated self-assessment data from 110 participants from a wide range of industries, revenue sizes, and geographies over the past two years
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6 Things to Know When Building an Authentic Green Brand ESG is a noble undertaking that requires a genuine commitment to change.

By Rob Lancit Edited by Micah Zimmerman May 16, 2024

Key Takeaways

• Committing to building an authentic green brand – or transition to one – is a noble undertaking that requires a genuine effort to accomplish.
• More and more corporations are beginning to see the innate value in adopting purposes, policies, and procedures that protect public health and demonstrate a true commitment to building an environmentally sustainable brand.

Opinions expressed by Entrepreneur contributors are their own.

When you set out to build or transition your brand into an environmentally sound and sustainable business, it takes more than just lip service. It takes a thorough commitment to evaluate every aspect of your operation to develop best practices that align with green strategies across the board. This extends to the production of your product and/or service offerings, vendors, suppliers, office supplies, distribution model, partnerships, and any other strategies capable of reducing your overall carbon footprint.

More and more corporations are beginning to see the innate value in adopting purposes, policies, and procedures that protect public health and demonstrate a true commitment to building an environmentally sustainable brand. To get started down the right path, here are six things to know about building and sustaining an authentic green brand.

Related: 7 Strategies Businesses Can Use to Be Profitable and Sustainable

1. Being green is an urgent social issue

While there currently appears to be a wide discrepancy among party lines in the U.S. about climate change, a recently published survey from Science Advances reveals that more than three-quarters of Americans (77%) believe it's a serious threat to humanity. Two of the largest consumer demographics, Millennials and Gen Z, appear to be the most concerned, and their combined purchasing power will only increase in the coming years. As a whole, society has become much more cognizant of supporting brands that practice environmentally sound and sustainable business practices.

2. Assess your ESG efforts

Brands looking to establish an authentic green reputation should conduct a thorough analysis of their own environmental, social and governance (ESG) policies. ESG can be incorporated into your business model in a multitude of ways to enhance the company's environmental and social impact. A review of your current practices, relationships, and approach to selling and supporting your product or service can reveal areas where you could be making a larger ESG contribution. There are even consultants who specialize in this area who can provide a holistic approach that helps identify risks, develop transitional strategies, and provide a roadmap of solutions to implement.

Related: Are You an Ethical Entrepreneur? Here's How Business Leaders Can Embrace Social and Environmental Responsibilities

3. Integrating sustainability into your business model

One of the best ways to demonstrate your green commitment to stakeholders and consumers is to incorporate these efforts into your core values and mission statement. These values should be reflected in your marketing, sales and operations process and have a measurable effect on your bottom-line financials. To remain true to your principles, establish key performance indicators early on that will measure the impact quantitatively. The positive results can become a powerful part of your value proposition and even a key differentiator among your target audience. One surefire way to succeed is to create a "Green Operations" team or committee to oversee a comprehensive effort.

4. Leave no stone unturned

When brands begin looking into how to build or transition to a greener model, they're often surprised at the number of ways to demonstrate real change. Opportunities to become a greener company can be found in almost every aspect of your business operations – provided you're willing to explore what's possible. Brands can begin with their own headquarters or facilities by reviewing their own level of energy consumption and use. If you sell a product, are you sourcing green or recycled materials? If you supply a service, how is it delivered? If your business model is dependent on transportation, what type of vehicle is used? Then there's internal waste – as we're all well aware by now, there are many different organic products and materials that can easily be recycled and repurposed for future use.

Related: Emerging ESG Trends Forward-Thinking Small Business Owners Need to Watch

5. Source green products and services

Organizations that aspire to build a green brand should do everything in their power to work with other green brands. This extends to all vendors and suppliers that make up your supply chain — everything from raw materials to manufacturing and distribution. Establish a formal policy to incorporate as many green and renewable products and processes as possible.

Related: How to Maintain Brand Authenticity in an Increasingly Skeptical World

6. Don't just talk the talk

It takes a solemn commitment for brands to establish a green reputation, and the results should always match the effort. You can't treat the exercise like window dressing. In fact, there's a word for companies who do – it's called greenwashing . This term refers to any misrepresentation of a company's ESG claims and performance, and it's fast becoming synonymous with a much worse term – fraud. Committing to building an authentic green brand – or transition to one – is a noble undertaking that requires a genuine effort to accomplish. Treat it as such.

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The New Guard of Sustainable Brands to Shop Now

By Kristen Bateman

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In 2023, it’s never been easier to shop sustainably . While the industry’s retailers and the world’s biggest brands all make an attempt to be more earth-friendly, there’s also an astonishing amount of new labels that focus solely on eco ethics without compromising style. The early days of the pandemic in 2020 seemed to inspire many, and with that, came a rush of new brands offering one-off pieces sourced from thrifted fabrics or equally inventive brands that launched with a premier focus on fashion that creates less waste. 

It used to be that earth-friendly fashion was marked by a certain granola aesthetic, but those days are long gone. We’re heralding a new era of sustainable fashion that’s not only expressive, but also uniquely individualistic. Plus, with retailers like Nordstrom and MatchesFashion leaning into emerging designers, new, sustainable brands have never been easier to find (and shop). 

Whether it means producing small batches, upcycling deadstock fabrics or using organic and ethically sourced materials, the new wave of sustainable fashion brands is impressive, and constantly on the path to improvement without compromising aesthetic. Below, shop the new guard of sustainable brands to know now.

The Meaning Well

In 2020, the joyful street style star and Thailand-born fashion consultant Katie Ruensumran launched her brand, The Meaning Well, as a one-size-fits-all small-batch collection of voluminous dresses, oversized blouses, big skirts, and other essentials that resembled her own unique wardrobe staples. Today, her pieces come in a range of sizing and continue to utilize leftover materials and deadstock fabrics from clothing and upholstery manufacturers. Artisans upcycle each piece–from lush oversized velvet cotton midi dresses to puffy taffeta gowns embellished with girlish bows.

The Meaning Well Felicity tie-shoulder upcycled taffeta dress

MATCHESFASHION

The Meaning Well Margot upcycled cotton-velvet midi dress

Strawberry Western

Few, if any, activewear brands appeal to the maximalist, eclectic crowd while still maintaining sustainable values, but that’s where Strawberry Western fills the void. Founded in October 2022 by Kisa Shiga and Eli Libman, the duo takes inspiration from Harajuku street fashion, alt subculture and music. Strawberry Western yields strawberry-printed sherpa fleeces and polka dot plaid sports bras embellished with dainty bows in an inclusive size range up to 3X. The label’s sports bras, shorts and leggings are made with 73% post-consumer recycled polyester, and the cotton pieces all use 100% recycled cotton. 

Strawberry Western choco sherpa jacket

STRAWBERRY WESTERN

Strawberry Western plaid mini sports bra

Maroske Peech

Elisa Keeler and Jordan Conder may have founded their label, Maroske Peech, in 2017, but the Gen Z loved brand known for its micro mini belts and whimsical striped tights has only become even more popular as of late–with a cameo on Jules (Hunter Schafer) in  Euphoria last year and mainstream stockists like Nordstrom and Ssense. The subversive, quirky aesthetic is all there, and the materials are upcycled—with belts made of reclaimed woven sateen suiting and wool pleated skirts constructed out of reclaimed twill suiting.

Cafe Forgot x Maroske Peech belted pleated miniskirt

Cafe Forgot x Maroske Peech Aviator gathered scarf shrug

There is nothing quite like wearing a Room Shop hair accessory. The Philadelphia-based brand founded by Shelly Horst is a surefire and guaranteed conversation starter. In 2019, when the scrunchie craze took off, Room Shop led the movement with its sheer and silky oversize delicacies made from vintage materials. Today, the zero waste brand offers giant bow hair clips made from upcycled fabrics as well as copious variations of its beloved giant scrunchies that started it all.

Room Shop giant bow clip

ANTHROPOLOGIE

Room Shop giant scrunchie

Undeniably playful, Ugo Paulon footwear is the ultimate exercise in extreme sustainable footwear. Think: chunky, bulbous forms done up in painterly swirls and stripes. Founded less than three years ago in London by a designer who prefers to remain rather mysterious (known simply as Elise) and who has collaborated with the likes of Ottolinger, Ugo Paulon’s shoes are handmade with repurposed heels and post-consumer materials. Each piece is hand-dyed and often limited edition. 

Ugo Paulon Patel mismatch thong sandals

Ugo Paulon Momber heeled mules

Sky High Farm Workwear

The artist Dan Colen operated Sky High Farms for nine years (donating 100% of its yield to food insecure communities in New York) before introducing the clothing component of the brand in 2022, which now includes functional boots, funky denim workwear, kitschy embroidered shorts, and printed tees, all produced in partnership with Dover Street Market. All pieces produced include the use of vintage, deadstock, and recycled fabrics, and each purchase supports the non-profit organization.

Sky High Farm Workwear x Will Sheldon Perennial gender inclusive organic cotton hoodie

Sky High Farm Workwear x Will Sheldon gender inclusive organic cotton graphic tee

Central Saint Martins graduate Kevin Germanier is changing the perception and aesthetic of sustainably upcycled fashion by eschewing patchwork and bohemian sensibilities in favor of total eclectic glamor. Think denim covered in amoeba-shaped crystals or feather-trimmed sequin dresses. Zippers, buttons, beads, and feathers are upcycled for his fantasia-like creations. 

Germanier crystal-patch upcycled-denim straight-leg jeans

Germanier feather-trimmed sequinned dress

Known as an all-female collection putting a focus on small-batch garments utilizing deadstock fabrics, Rhi Dancey is the answer for those looking for inclusive, colorful pieces with mind-bending art prints that look like they’re from another world. Dancey founded the label in her living room during the early days of the pandemic and her pieces have since gained popularity in the expressive TikTok fashion community.  

Rhi Dancey Paumau tights

Rhi Dancey wind dress

A. Roege Hove

If it’s bodycon knitwear with a directional and good-for-the-earth edge you seek, look no further than A. Roege Hove. Amalie Røge Hove plays with diaphanous textures and tactility so that her pieces look as cool worn solo as they do layered over staples within your wardrobe. As a brand that shows at Copenhagen Fashion Week–perhaps the fashion week with the most rigorous sustainability requirements of any fashion week globally–A. Roege Hove utilizes no waste knitting techniques, upcycles past season samples into new collections, and produces with organic cotton in responsible factories.

A. Roege Hove ribbed cut-out dress

A. Roege Hove cut-out asymmetric knitted dress

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How to embed sustainability in the customer journey

Table of contents

Why is sustainable marketing important in the customer journey.

Today, few marketers deny the importance of sustainability in their overall strategy. 9 in 10 customers consider sustainability when buying products, and demand for sustainable brands is likely to increase hand in hand with the spending power of more eco-conscious Gen Z customers. A number of businesses making progress on their social and environmental impact are beginning to successfully leverage this positive impact, to grow brand awareness, brand trust and ultimately boost the bottom line. Products marketed as ‘sustainable’ are in fact growing roughly 2x faster than products not marketed as sustainable.

Many, however, are struggling to grasp the opportunity. Exciting product and packaging innovations and sustainability certifications are too often winding up buried in impact report PDFs, or thrown together for a rushed Earth Day social media post.

Using sustainable marketing ad hoc in this way diminishes its credibility. To unlock the full brand benefits of their social and environmental initiatives, businesses need to embed sustainability in the customer journey in a consistent, trustworthy and customer-centric way. Below, you’ll find inspiration for how to land key sustainability messages at every touch point.

“To build trust, smart companies reconfirm their brand’s commitment to sustainability time and again by delivering on it consistently across multiple interactions and journeys.” 

Thomas Husson, VP, Principal Analyst, Forrester

How to amplify sustainability from discovery to checkout

1. Sustainable social media marketing

At the awareness stage of the customer journey, social media channels offer businesses a number of opportunities to highlight their sustainability credentials. Businesses can embed their sustainability claims in product marketing and tell the story behind product innovations to increase awareness of their positive impact amongst eco-conscious audiences.

As well as celebrating the wins, social media is a great forum to acknowledge your shortcomings and share the process of implementing sustainable practices. Danish contemporary fashion brand GANNI has won favour amongst its customers for its honest tone about its own role as a fashion brand in the climate crisis.

Annual sustainability awareness events like Earth Day, World Environment Day, B Corp Month are a great way to demonstrate your support for specific causes and tap into a sustainably-minded audience. These events can be a great hook for new product launches with a sustainability focus. What’s more, they offer a number of cross-marketing opportunities with certifications, organisations and like-minded sustainable brands.

Sustainability-focused influencers similarly offer marketers a great chance to reach new eco-conscious audiences. From clean beauty TikTok accounts to zero-waste food bloggers, influencers can help you increase brand awareness amongst an eco-conscious audience. Read our guide on 20 sustainable influencers you need to know to discover great partners for your next campaign or product launch.

2. Sustainability PR

Marketers can also increase brand awareness by securing coverage in B2C media outlets for sustainability-related announcements including partnerships or product innovations. As well as the potential SEO benefits, securing earned media features  like this brings another level of credibility and puts your business front of mind for values-led customers. 

A great place to start is to enter sustainability awards events in your industry. In addition, more creative media campaigns can be a great way to grow brand awareness and perception. For inspiration, check out these 12 inspiring Black Friday campaigns designed to target eco-conscious shoppers.

3. Sustainable retailer edits

If your business sells through multi-brand retailers, it’s worth checking if they have an edit for more sustainable products. Getting included in these edits is a great way to get in front of more eco-conscious shoppers early in the customer journey, not least because retailers will sometimes allot a dedicated promotional spend, which means attracting more eyeballs on your products.

4. In-store sustainable marketing

Sustainability is not only the remit of the digital marketer. Physical retail holds great potential for businesses looking to embed sustainability in the customer experience. For example, businesses can improve awareness of their commitment to sustainability by providing in-store opportunities to extend product life, refill empties or recycle packaging. Businesses can alternatively use in-store promotions to land key sustainability communications messages. These could take the form of aisle fin promotions or phygital displays that give the customer a peek behind the curtain of the supply chain, or including sustainability claims and certifications in on-pack messaging. 

To give curious shoppers reassurance and a deeper understanding of their positive supply chain practices, Napolina added a QR code to their Chopped Tomatoes tins. Customers can scan to learn about how they are improving worker welfare through membership of the Ethical Trading Initiative, or how they are using technology to reduce water consumption.

5. The Provenance Directory

To get in front of more eco-conscious customers at the consideration stage of the customer journey, add your brand to the Provenance Directory . The directory is a repository of hundreds of brands with proven sustainability claims, which demonstrates your credentials to purchase-ready customers, as well as retailer buyers, investors and journalists.

Join the Provenance Directory to tap into growing organic SEO search volume, improve brand awareness, and get in front of thousands of shoppers looking for brands and products that match their values.

Click here to see how the Directory works

6. Sustainable search filters

Another way to win over customers at the research and consideration stage of the customer journey is to leverage ecommerce search filters. This means giving customers on your DTC website the ability to search by specific social or environmental causes – for example, vegan or organic products, or those with widely recyclable packaging.

Besides configuring search functionality on your own website, it’s worth working closely with your multi-brand retailer partners to ensure your products are being effectively tagged and surfaced for all relevant sustainability searches. Cult Beauty customers, for example, can filter their search results by specific Proof Points in order to find products that match their value, from B Corp to Black-Led Business.

7. Sustainability pages

When considering sustainability and the customer experience, it’s worth paying attention to your website’s sustainability page. These pages might not receive the most traffic, but they can be a useful touchpoint for certain deep-diving customers that want to better understand your broader ethos, see your future targets and even understand your shortcomings. 

As with a Provenance Directory profile, your website’s sustainability page is a great opportunity to bring together your varied social and environmental credentials into a single view, in order to better engage customers at the consideration stage.

8. Sustainability on the PDP

A high-converting product detail page (PDP) is one of the most powerful tools at a marketers’ disposal. It’s also a key moment at which to leverage sustainability in the customer journey. When executed effectively, embedding sustainability on the product page can nudge eco-conscious customers from consideration to purchase, boosting purchase rates by up to 35%.

Provenance’s TrustBadge and Proof Points are embeddable sustainability badges which provide busy customers an at-a-glance summary of a brand and product’s impact. With Proof Points, you can communicate your sustainability progress with digestible claims that customers understand, without removing them from the customer journey.

As well as giving a high-level view of a product’s impact, Proof Points allow sceptical or curious customers to dig deeper. By clicking on the interactive badges, customers can view the evidence behind product and brand level claims, or simply learn more about a specific claim or certification.

In an age of growing consumer scepticism and anti-greenwash regulation, Proof Points are an inherently trustworthy ecommerce solution for sustainable marketing. Each Proof Point comes from the Provenance Framework , an index of 125+ social and environmental impact claims and certifications – for example, Widely Recyclable Packaging, Natrue Organic and Renewable Energy. Provenance regularly updates the Framework in line with evolving ESG terminology and compliance standards, with help from our Integrity Council: an independent committee of sustainability experts.

Data from beauty retailer Cult Beauty demonstrates that embedding sustainability in the customer experience generates a 5% higher customer sentiment. By focusing on bringing sustainability to the post-purchase journey too, businesses can further boost this and grow lifetime value. 

9. Values-led retargeting

Businesses can embed sustainability in the post-purchase stage of the customer journey by retargeting customers based on the social and environmental issues that they value most. By segmenting customers according to the sustainability data attached to purchases, marketers can unlock new ways to tailor communications and product recommendations. In doing so, they can leverage their sustainability credentials to improve brand perception and drive sales.

Consider the potential of reengaging an eco-conscious customer base with the values-led suggestions: ‘Thanks for purchasing our Organic Exfoliating Scrub – we thought you might be interested in seeing more favourites from our organic range.’ Or even, ‘watch this video, where our Head of Sustainability discusses how we’re expanding our organic range and why it’s important.’

10. Waste footprint reduction

Businesses can improve customer sentiment in the post-purchase stage of the customer journey by providing clear, convenient and sustainable disposal instructions, to help customers reduce their waste footprint.

This could mean an in-store bottle return system or refill scheme, or a digital solution. Provenance’s Recycle Router feature gives customers clear, localised guidance on packaging disposal options. By entering their local postcode, customers can identify whether they can recycle specific packaging via their kerbside collection, or the location of the nearest centre that will process a given packaging material.

11. Sustainability loyalty schemes

The relationship between sustainability and customer loyalty is often underestimated. 

Research from Rare: Group found that 63% of customers identify sustainability (e.g. recycled packaging, reduced carbon emissions) as an important aspect in staying loyal to a brand. When considering sustainability in the customer journey, there is therefore huge potential in proactively leveraging your environmental credentials after purchase. Businesses are now responding to this fact – Kiehl’s and Shiseido, for example, are among a growing number of businesses who offer discounts or complimentary products for customers who recycle product packaging in-store.

Few businesses, however, are realising the full potential of sustainability-led loyalty schemes. And that's in spite of the fact that 71% of British adults expect loyalty programs to promote sustainable causes and help people live in a way that is kinder to the environment. 

Looking ahead, marketers that want to embed sustainability throughout the customer journey must not overlook this final step. By rewarding sustainable choices with discounts, businesses can simultaneously boost brand perception, customer sentiment and ultimately, customer lifetime value.

Provenance’s data provides businesses with the foundation for a customer loyalty scheme based on sustainable purchases. Reward customers for buying product refills or buying low carbon products.

Drive more value with consistent sustainable marketing throughout the funnel

In today’s market, businesses have a huge opportunity to turn their sustainability progress into a competitive advantage. But achieving great results will require more than an annual impact report and sporadic social media messaging. 

To fully grasp the opportunity, marketers must embed sustainability with care into every touchpoint of the customer journey. Whether it's amplifying your brand's efforts on social media, harnessing sustainable search filters, or engaging customers post-purchase with values-led retargeting, effective marketers will ensure that their sustainable marketing efforts are delivered consistently and transparently throughout the customer journey. By leveraging sustainability in the customer journey methodically, businesses stand to unlock commercial value in both the short and longer term. 

To unlock the full potential of sustainability in your marketing strategy, from increased brand awareness to improved customer sentiment after purchase, download our Maximising Sustainability Through The Funnel checklist now .

Tim Slater is the Marketing Lead at Provenance. He works closely with our Impact team to translate their expertise into actionable content that helps brands minimise their impact on people and planet and avoid greenwashing.

Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever

Provenance's guide to understanding 'Vegan'

The 5 best ‘Proof Points’ for shopper engagement

Provenance's guide to sustainable packaging for beauty brands

Find eco-conscious partners for your next social campaign.

Our Favorite Sustainable Brands to Add to Your Wardrobe

How to look good with a clear conscience

Every product on this page was chosen by a Harper's BAZAAR editor. We may earn commission on some of the items you choose to buy.

You’d be forgiven for feeling overwhelmed when it comes to figuring out what to spend your money on. With endless buzzwords to understand and issues around greenwashing , it can be difficult to know exactly where to look for truly eco-friendly and ethically made clothing. That said, there are plenty of fashion brands out there producing high-quality, eco-friendly collections—which don’t sacrifice style—so you can enjoy shopping with a clear conscience. Don’t miss our Unstitched franchise, where every month we focus on one brand that knows exactly what it means to be a sustainable force for good in fashion today.

Of course, being more sustainable with fashion goes further than the labels you buy from. Whether it’s shopping at sustainable shopping destinations , embracing the rental market , or opting for secondhand over buying new, there are many steps you can take toward becoming greener when it comes to shopping. It doesn’t stop there, as caring for your purchases properly is also key to making sure they last as long as possible and don’t end up getting thrown away.

But if you are shopping new, there are sustainable ways to do so. There are plenty of brands out there to invest in that are working hard to carve out a greener space in the fashion industry. We asked some of our favorite labels what it means to be a sustainable brand in fashion. See what they had to say, below.

E.L.V. Denim

E.L.V. Denim is a great name to know when it comes to shopping for a sustainable wardrobe. The luxury label—which is based in its East London studio, and was founded in 2018—specializes in timeless-yet-statement designs made from 100 percent upcycled materials, meaning garments don’t end up in landfill and harm the planet.

Anna Foster, founder of E.L.V. Denim: “We need to encourage others to champion local manufacturing and slow fashion. I’m proud to be a thought leader in this space; however, this journey is not just for me and E.L.V. Denim. It’s to lead by example to others that upcycling that incorporates design and luxury tailoring can be a successful business model. We all need to be part of this change.”

Ninety Percent

SHOP NINETY PERCENT

Ninety Percent puts responsible, sustainable practices above all else. This is exactly where the brand gets its name; Ninety Percent donates 90 percent of its profits to the people that make the collections happen and five worthwhile causes. The brand offers soft, modern tailoring and new silhouettes that all complement each other—perfect for capsule dressing and your forever wardrobe.

Elliot Atkinson, creative director at Ninety Percent: “I was a cofounder and creative director at BITE Studios for four years in the brand’s inception. This experience really set the creative language of a brand for me; aligning a supply chain and process with sustainability at its core comes as second nature. For Ninety Percent, I continue my design practice rooted in craftsmanship, introducing relaxed tailoring and shirting to the brand. Crafting pieces that are built to stand the test of time is key to me for real sustainable clothing; both mine and the founders’ ethics at Ninety Percent are aligned, working collaboratively to make lasting change.”

House of Marici

House of Marici is an accessories brand working to create environmentally conscious alternatives to luxury leather handbags. It was aptly launched on World Earth Day in 2020, and founder Amanda Navaian’s dual heritage shaped her passion for environmentalism: She grew up in Sweden and frequently visited family in Iran, where she was struck by the country’s strong tradition of craftsmanship. This led to her creating House of Marici, which uses plant-based materials without sacrificing great style.

Amanda Navian, founder of House of Marici: “My concept of a sustainable brand goes back to 2018, when I first came across Piñatex [leather alternative made from pineapple leaves] and was blown away by it. It was created by an entrepreneur called Carmen Hijosa [a Cartier Women’s Initiative Awards finalist ], who worked out how to use the byproducts from the pineapple farming industry in the Philippines to make a soft, plant-based material that I now use in all my collections. For me, true sustainability means using natural products that are here on earth,

rather than synthetic alternatives.”

SHOP SÉZANE

Parisian brand Sézane has a simple aim: to create high-quality, perfectly cut pieces designed to be worn forever. Over its 10 years in the industry, the label continues to focus on limited-quantity items, operating with an alternative model that is equal parts creative, innovative, and eco-friendly. You can read more about the brand’s sustainable commitments here .

Morgane Sézalory, founder of Sézane: “Sézane is sustainable by essence, with a responsible production model which has no intermediaries, flash sales, or overproduction. An ideology followed since the creation of Sézane, which has led the brand to be B-Corp Certified. From the choice of production methods, raw materials, and working conditions, to the environmental footprint and engagement in the community, B-Corp is the stringent and independent validation of what Sézane stands for.”

Gabriela Hearst

SHOP GABRIELA HEARST

Gabriela Hearst is one of New York’s most influential designers, known for elegant collections that focus on sustainability, which is at the core of the brand. Last September, Hearst staged the first carbon-neutral fashion show during New York Fashion Week, minimizing its carbon footprint by working with EcoAct and making a sizable equivalent donation to the Hifadhi-Livelihoods Project in Kenya. The designer says around 25 percent of her collections are made from deadstock—materials that would have previously ended up in landfill—and she works with 600 women across Uruguay who make her designs by hand.

Gabriela Hearst, designer: “With sustainability, it’s not about talking; it’s about the doing. I also think if you put restrictions on someone’s creativity, it gives them more focus,” she previously told us . “My design effort is to build something beautiful that is well-crafted, using the right materials that you’re excited about from a design point of view, but that you’ll also have your whole life. That woman upstairs doesn’t want to ever give that dress away; she wants to keep it forever, and that’s my goal.”

SHOP BRØGGER

Julie Brøgger launched her Danish label in 2017 based on the idea that longevity is key to a greener wardrobe and consuming fashion in a better way. Brøgger is committed to low-impact production and is known for its perfect balance between masculine and feminine aesthetics, via sharp tailoring and soft silhouettes.

Julie Brøgger, designer: “With the current situation in the world, from a looming recession to war in Europe, choosing a more sustainable way to produce and work is really being challenged. But I’m positive that the last years of change in the industry have moved the needle permanently for brands and consumers, so we all continue to improve our practices and way of consuming fashion. Sustainability is still a big investment for Brøgger, but one that I believe will future-proof us.”

Stella McCartney

SHOP STELLA MCCARTNEY

Stella McCartney writes on her website that eco shouldn’t be a word “that immediately conjures up images of oatmeal-coloured fashion or garments that are oversized or lacking in any sort of luxury or beauty, detailing, or desirability.” McCartney is known as one of the pioneers in designing ethically and challenges that stereotype, from never using leather or fur to helping the environment by protecting endangered forests.

Stella McCartney, designer: “Fashion has a deep history and tradition. From my early days working on Saville Row, I’ve developed a great appreciation for the legacy of these creative forces who came before and upon which we now build. It’s truly been an honor to work alongside talented teams who embrace the challenges of our era, while building a brand with lasting significance. I can only hope that my work in sustainability, innovation, and regenerative materials will serve to inspire future generations. I believe it is really the way we need to work now and in the future.”

Omnes —meaning “for all” in Latin—launched in 2021, with the sole mission of making sustainable fashion accessible whatever your budget. Its products are responsibly sourced, as well as accessibly priced; the brand is a breath of fresh air and a much-needed antidote to fast fashion. From the fabrics used to the factories Omnes works with, every step of the process is researched and monitored, ensuring every piece is made to the highest environmental standards, making it a must on your sustainable brand radar. This passion is what attracted actress and sustainability activist Naomie Harris to collaborate with Omnes on an eco-friendly collection late last year .

Jordan Razavi, founder of Omnes: “For us, it also has to be accessible to the masses in order to make a real change, and so that is why we work really hard on our price points to ensure we can be bought by as many people as possible while ensuring everyone involved is paid a fair price.”

Mother of Pearl

SHOP MOTHER OF PEARL

Mother of Pearl has perfected the art of designing with a conscience by producing contemporary, wearable pieces. Creative director Amy Powney has reworked the brand’s entire supply chain, by introducing natural fibers, transparent manufacturing, and a socially responsible approach to suppliers.

Amy Powney, creative director, Mother of Pearl: “There is no handbook on how to make a sustainable brand today, you have to start at the beginning. This means lots of research, asking millions of questions and some travel to understand things with your own eyes. We’ve reworked our entire supply chain this way; introducing natural fibers such as Tencel, transparent manufacturing, and a socially responsible approach to suppliers. We give access to the full story behind our products via our online sustainable attribute filter, giving the consumer the power to make informed choices. Sustainability isn’t an emerging topic for me—it’s been my passion for 16 years.”

SHOP NAVYGREY

Navygrey is a must in any little black book of sustainable brands. Famed for its curated collection of classic knits, it was founded by Rachel Carvell-Spedding, who—after years of trying to find a replacement for her mother's perfect navy jumper—decided to launch her own. The brand works with some of Europe’s best-practice manufacturers to create a transparent supply chain. Each style is produced in limited quantities to avoid excess waste, certified recycled paper is used as packaging, and, as much as possible, Navygrey aims to ship the majority of stock by road and boat.

Rachel Carvell-Spedding, founder of Navygrey: “Sustainable fashion to us is about those pieces that have a real purpose in your wardrobe. Timeless, always relevant—jumpers you return to year after year. Made of the purest, traceable wool from well-treated sheep. Sheared by proper craftsmen, dyed naturally and organically. Knitted by experts in Britain and Portugal with a lifetime’s experience. Zero-waste techniques, low-impact, and made in limited batches. Consistently traceable and natural since we began in 2019.”

Brother Vellies

SHOP BROTHER VELLIES

Designer Aurora James launched Brother Vellies in 2013, intending to keep traditional African design practices and techniques alive through her luxury footwear label. Artisans from across the globe create collections from vegetable-tanned leathers, soling from recycled tires, hand-carved wood, floral-dyed feathers, and fabrics. The Brooklyn-based label is loved by some of the world’s most stylish women, including Solange Knowles and Meghan, Duchess of Sussex.

Aurora James, founder of Brother Vellies: “Sustainability is at the core of the Brother Vellies brand. We are proud to help create and maintain artisanal jobs around the world by partnering with artisans who have been developing their craft over multiple generations. We seek to lessen the impact of our production practices by being careful with production quantities, minimizing waste, reusing materials, and continuously seeking to improve our processes. Sustainability to us means building products that are meant to last, treating one another with respect, and thinking about the impact we are leaving on the world.”

SHOP BOGDAR

Founded by Teodora and Pavel Lozanov in 2015, Bogdar is an independent fashion label that creates contemporary, sustainable pieces. The label builds on its family’s legacy in Bulgaria, with all its pieces produced at its family-owned facility in Vidin, with a team of just 16 members. It uses organic, sustainable, and recycled fabrics, with its custom prints produced digitally to reduce water waste and ink usage. The brand works with family-owned, socially responsible suppliers that are certified in sustainability to create made-to-order pieces to avoid overproduction.

Teodora Lozanov, founder of Bogdar: “We do not claim to be 100 percent sustainable but we aim to find the most sustainable alternative to every solution. Sustainability goes far beyond using the right fabrics, it goes all the way to the processes and people. Owning our production allows us to be involved in every step of the process—be it our solar panel heating system or simply the happiness and well-being of the people that we work with. We aim to prove that sustainability can be chic, fun, and sexy.”

SHOP STINE GOYA

Copenhagen-based label Stine Goya is known for its playful, colorfully printed dresses and separates. Goya is committed to sustainable practices, reducing waste, and using smart fabrics.

Stine Goya, designer: “Being a sustainable brand in today’s fashion industry can mean a lot of different things. For us, it means that every action we take is done so as responsibly as possible with the planet and its people in mind. Becoming a sustainable brand is a journey and we try to be as transparent as possible throughout. It is challenging but actually pushes us to be more creative at the same time. We are becoming more and more aware of the numerous intricacies within the topic itself, making it easier to navigate towards the right solutions. I believe it is useful for consumers to know that there are so many different avenues to becoming more sustainable and that every individual making a small effort is contributing to positive change in the world. Every effort counts, and we should all encourage each other to make more responsible choices in everyday life.”

BITE Studios

SHOP BITE STUDIOS

BITE (an acronym for “By Independent Thinkers for Environmental Progress”) was started in Stockholm by four cofounders with a combined passion for sustainability. The minimalist label, made using certified organic fabrics, comprises 20 fixed styles that are updated seasonally, promoting the idea of timeless clothes that are made to last. The results are elegant, well-cut pieces in shades of navy, oatmeal, and grey with pops of orange thrown in for good measure.

William Lundgren, cofounder and CEO of BITE Studios: “Our mission is to create uncompromisingly sustainable yet thoughtfully designed clothes. By creating a thoughtful, pared-down wardrobe with meticulous attention to fabrics and details we can offer high-end clothing with minimal impact on the environment. Each BITE piece is created with the lightest possible environmental footprint with a continuous strive to find more sustainable solutions. Right now, 96 percent of the luxury materials in our collections are of organic, recycled, or low-impact origin. Each piece is designed to be exceptional, to stand the test of time. We also offer a circular system, called BITE buyback, with the aim to ensure a longer lifespan for garments and textiles already part of the fashion ecosystem.”

Asket focuses on giving its customers the perfect fit—which, as we know, is key to any capsule wardrobe. If you’re purchasing the right size with good quality, you won’t need to keep replacing, therefore taking a greener approach to your wardrobe. With 50 sizes available, there’s truly something for everyone with Asket.

Dworsky and Bard Bringéus, founders of Asket: “When it comes to the word sustainability, we are on the side of caution; in fact, you won’t find it anywhere on our website. The reality is that there’s no such thing as sustainable fashion: Every garment that’s created has an impact. Only by reducing product output and decreasing consumption habits can we turn around issues surrounding the fashion industry. Asket’s whole business model is hinged on distancing ourselves from trends and seasons, and instead building a permanent collection of garments designed on the principle of maximum mileage, honoring the resources it takes to create them, and with it slowing down society’s insatiable need for replacement."

Maggie Marilyn

SHOP MAGGIE MARILYN

Maggie Marilyn believes transparency is key when it comes to being a responsible brand. The designer is always vocal about who makes her collections, where the materials are sourced and what the supply chain looks like. This year, the brand received its B Corp certification, recognizing it for its social and environmental impacts—meaning shoppers can trust Maggie Marilyn when the brand says it’s using fashion to create a better world.

Maggie Hewitt, founder and designer at Maggie Marilyn: “Unfortunately, the word sustainability is still largely unregulated and therefore susceptible to misinterpretation and greenwashing. For Maggie Marilyn, our commitment continues to be running our business in harmony with people and the planet, and forging a future in fashion that is rooted in transparency, circularity, regeneration, and inclusion.”

Nynne represents a culture of buying less but buying better. The label does this by focusing on eight key areas of sustainability which it aims to implement throughout its operation; materials, production, proximity, avoiding deadstock, consciousness, durability, packaging, and its own “Diana” concept. The brand’s signature piece, the Diana dress, represents Nynne’s way of designing pieces that are versatile, stylish, and timeless.

Nynne Kunde, founder of Nynne: “Sustainability should be incorporated into most businesses in some way as a standard. For us, it means being a brand that has a business-wide focus on sustainable practices and taking hard and cost-effective decisions to run an ethical production. Beyond this, to be a truly sustainable brand today, we need to put resources and a lot of effort into textile research, trying to change consumer behavior to move away from fast fashion and educate our customers to buy better.”

SHOP SHEEP INC.

Founders set up Sheep Inc. to demonstrate there can be a new way of producing fashion and where clothes are part of the solution, rather than the problem. When you buy your jumper, you’re allocated a real-life sheep from the same New Zealand farm your jumper’s wool comes from. Each sweater has a digital NFC tag on the hem, and you’ll also be sent regular updates on how your sheep is doing. All Sheep Inc.’s farms comply with the stringent animal welfare standards set by the label and ZQ Merino.

Edzard Van Der Wyck, CEO and co-founder of Sheep Inc.: “Brands must behave in a way that has a regenerative effect on the environment. So that doesn’t just neutralize its impact, but through its existence and the way it does business improves the state of the planet. We approach our supply chain from the bottom up compared to the top-down approach of traditional brands. This gives us 100 percent transparency and total control over every part of the supply chain that we optimize for sustainable impact. We also run a fully impartial third-party life-cycle assessment on our products to ensure that there is no greenwashing to our claims.”

SHOP BASSIKE

Bassike is built on the ethos of treating people and the planet with respect, ever since it first launched in 2006. The label has become the go-to for luxurious and wearable everyday pieces, that can be dressed up or down depending on your aesthetic. Bassike focuses on high-quality design and is committed to sustainable manufacturing and supports local industries in Australia, where the brand is based. Bassike’s hard work hasn’t gone unnoticed, as it achieved B Corp and carbon neutral certifications.

Deborah Sams and Mary Lou Ryan, Bassike cofounders: “Shopping with a conscience and supporting ethical brands has never been more important. We don’t pretend to be perfect, but we are proud of the work we have done supporting our local industry and working with organic cotton from the very beginning, and more recently achieving B Corp and carbon neutral certification. These milestones reflect the many commitments we have made over the years, from producing garments in Australia with green energy, to zero-waste innovation by partnering with a world-leading technology that will repurpose our excess cotton jersey material into organic mulch to be reused in other industries. By purchasing a Bassike product, you know you are supporting a design-led business that is considerate of people, planet, and prosperity for all.”

SHOP DEL MOMENT

Del Moment was started to educate and always put people before product, creating a wardrobe that we’re truly proud to wear. The brand is 100 percent manufactured locally in Australia and extremely committed to full transparency and uses sustainable materials to ensure ethical production.

Bianca Gregg, founder of Del Moment: “No shortcuts, authentic transparency, and active conscious choices. It is the responsibility of the brand to push the boundaries of what came before us and cultivate change. If you are a sustainable business, it must be authentically implemented from a foundational aspect of the business, not be an afterthought. Transparency is key; this is what makes sustainability inclusive and accessible. A sustainable business has the responsibility to educate the community and audience.”

Jessica Davis is Harper's Bazaar UK's digital writer. She helps the team across all sections of the brand, from writing news stories, to designer and celebrity interviews, as well as longer features. Specialising in fashion and sustainability, Jessica heads up our sustainability content, from championing brands to keeping our readers in the know about how to help our planet. She’s loved fashion ever since she can remember and enjoys wearing clothing that sparks joy.

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How to prepare for a sustainable future along the value chain

Our lives have changed radically as a result of the pandemic. But as dramatic as the impact of COVID-19 has been, it has by no means eclipsed another topical issue: the need to shape a more sustainable economy. In fact, this task has attracted heightened public attention following extreme weather events such as the devastating flooding all over Europe last summer. Last fall, decision makers from around the world met in Glasgow, Scotland, for the 26th United Nations Climate Change Conference  to discuss the challenges ahead. Although the debate primarily focused on major emitters, such as the energy, steel, and construction industries, the consumer-goods sector is equally called upon to take action.

About the authors

But what exactly do we mean by “sustainability”? In its broadest sense, the term covers three areas: environmental, social, and governance—or ESG for short. Specifically, ESG encompasses the degree of responsibility that companies assume—irrespective of what they are legally required to do—for sustainable development in the three areas mentioned.

80%: Share of consumer emissions that reside in supply chains. To meet the pathway to net zero, CPG companies need to work with their suppliers to secure green raw materials and supply

For many, sustainability is primarily about our use of natural resources and the climate impact of our actions. This is also highly relevant for consumer-goods manufacturers. As a rule, it is not enough to look only at one’s own value creation. After all, a typical consumer-goods company’s supply chain generates far greater environmental costs than in-house operations: for instance, it is responsible for more than 80 percent of greenhouse-gas emissions and more than 90 percent of the impact on air, land, water, biodiversity, and geological resources.

The consumer-goods industry is facing a huge environmental challenge: if it intends to meet the current EU climate targets, it will have to more than halve its greenhouse-gas emissions by 2030. Given that prosperity and consumption will continue to grow in the coming years, a fundamental change in thinking is required; new business models—especially those relating to the circular economy —will have to gain an increasingly firm footing.

Growing pressure and rising opportunities

Even beyond the climate targets that have been set, regulatory requirements for the economy are becoming more stringent—for example, through levies such as the “plastics tax.” The European Union’s Green Deal provides for all packaging in the EU area to be reused or recycled by 2030. The Circular Economy Action Plan also provides for products to have long life cycles and be repairable (“right to repair”).

But it’s not just from the regulatory side that pressure is growing. Other stakeholders are also demanding more sustainability from companies or setting their own new standards for sustainable business practices.

Consumers. Today’s consumers are another pressure point since they no longer see sustainable products as simply an alternative.

They are partly basing their purchasing decisions on the sustainability of products and companies. Granted, what some refer to as an “attitude–behavior gap” remains. In other words, consumers don’t always make purchasing decisions that are consistent with their sustainability preferences as expressed in surveys. That said, two-thirds of consumers now say they are changing their consumption habits in favor of a lower environmental impact 1 “A natural rise in sustainability around the world,” NielsenIQ, January 10, 2019. —and are staying true to their word: brands, such as oat-drink maker Oatly, that promote the ecological benefits of their products are recording above-average growth rates.

Employees. Sustainability is already a top criterion in choosing an employer for two-thirds of those under the age of 34. Across all age groups, three out of four employees would like their company to place a greater emphasis on environmental and social issues. 2 Sustainable working environment index 2021 , Epson, June 2020, epson.co.uk.

57% of all start-ups in the consumer-goods sector are ‘green’ start-ups

Investors. The financial sector is, to some extent, already ahead of the real economy when it comes to sustainability. A survey of decision makers from more than 40 investment firms (including BlackRock, Vanguard, and State Street) shows that an ESG-oriented mindset is already an integral element of investment decisions. 3 “The investor revolution,” Harvard Business Review , May 1, 2019.

Increasing demands for sustainability stem partly from investors’ risk management and partly from the increasing incidence of loans linked to sustainability criteria. Furthermore, sustainability-oriented funds are more resilient, as studies show: on average, 77 percent of ESG funds established ten years ago continue to exist today. Compare that to only 46 percent of traditional funds that have survived over the same period. 4 Siobhan Riding, “Majority of ESG funds outperform wider market over 10 years,” Financial Times , June 13, 2020, ft.com.

New market entrants. “Green” start-ups are increasingly gaining market share in consumer-goods segments—be it in the footwear market, where the Californian–New Zealand start-up Allbirds has made a successful entry, or in the food segment, where products made from plant proteins (among others) are increasingly gaining popularity. According to the Green Startup Monitor 2021, three-quarters of all newly founded companies in Germany view their environmental and social impact as relevant to their strategy. In the consumer-goods sector, for example, 57 percent of all newly founded companies are now green start-ups. 5 Klaus Fichter and Yasmin Olteanu, Green startup monitor 2021 , Borderstep Institute for Innovation and Sustainability, 2020, deutschestartups.org. Take, for instance, the marketplace Cirplus, which has set itself the goal of simplifying the currently complex and confusing global trade in recyclates and plastic waste.

In view of the growing pressure from all sides, for established consumer-goods companies, it is no longer a question of whether or not they need to operate sustainably—and most are also clear about what they need to do; however, there is still great uncertainty when it comes to how. What is needed is a sustainability strategy and, above all, a road map to implement the strategy in the context of a transformation.

Moving toward action

Where do companies currently stand in their efforts to make their operations more sustainable? Rating agencies such as S&P try to answer this question systematically by referencing an array of sustainability criteria. As the ESG score of leading consumer-goods suppliers shows, the industry performs well on average (Exhibit 1). In the social dimension in particular, the consumer-goods sector almost universally earns high scores (As and Bs). This means good to excellent ESG performance and an above-average level of transparency in the disclosure of ESG data. The analysis shows that 30 percent achieve a score of A or A+ in at least seven out of ten ESG dimensions, and 52 percent achieve the same in at least five out of ten. There are also champions in individual disciplines: the consumer-goods companies listed below demonstrate strengths in certain sustainability dimensions—typically in areas that are particularly important for their business.

Nestlé has launched the Creating Shared Value program, which assures 30 million farmers and people in rural areas stable agricultural incomes through 2030, as well as the creation of fair and inclusive jobs. By 2030, Danone wants to use solely renewable energy and lower its water consumption by one-quarter. The company was already a pioneer in discontinuing the use of genetically modified feed and supporting farmers worldwide.

Unilever aims to reduce the environmental impact of water, waste, and greenhouse gases per consumer use of product by 50 percent by 2030. The group has long been an advocate of sustainable palm oil.

Henkel aims to triple the value of its business in relation to its environmental footprint by 2030 and, among other things, is relying for certain brands entirely on “social plastic”—that is, old plastic packaging collected from people living in poverty for a fee. In addition, Henkel plans to make all product packaging recyclable, reusable, or compostable by 2025 and to make its operations climate-positive by 2040.

Adidas is already a global leader in sourcing more sustainable cotton (“better cotton”). In doing so, it maintains production levels with minimal environmental impact and supports the livelihood of local producers. In addition, Adidas plans to use only recycled polyester across its entire product range by 2024.

Patagonia is a pioneer when it comes to the circular economy and good working conditions. For many years now, the manufacturer of outdoor clothing has offered to repair older articles and return them to consumers. By 2025, it aims to make its entire business carbon-neutral—including the supply chain, which is responsible for 95 percent of Patagonia’s emissions.

Beyond Meat and Impossible Foods offer product portfolios that are based on sustainable alternatives and have created significant growth in the plant-based protein industry.

Explanation of Exhibit 2

Exhibit 2 shows which sustainability targets ten leading consumer-goods companies aim to achieve by what year. The target year is indicated by the color code (with the palest shade being 2050), the percentage of companies making commitments is shown within the rings, and the magnitude of the planned change is indicated outside the rings. “Committed” means that these companies have committed to making reductions but have not explicitly specified a percentage.

An example of how to read the “Sustainable procurement” chart is as follows: 20 percent of companies want to make their procurement 100 percent sustainable by 2025.

The Honest Company was founded by Jessica Alba for the purpose of promoting cleaner and more sustainable products in the baby space.

The initiatives show how seriously consumer-goods companies are now addressing sustainability. Almost all of them have set ambitious targets in a range of areas, from emissions mitigation and recycling to sustainable procurement and water use (Exhibit 2).

Implementing sustainability goals effectively

Effectively implementing the envisaged sustainability goals is an all-encompassing organizational challenge and often means change for both the product portfolio and the organization, including its culture. Given the scope involved, it is not enough to launch individual initiatives sporadically and hope for success. Instead, sustainability must be seen for what it is: a transformation of company operations spanning the entire supply chain. Four elements are crucial here:

Set the right target level. The first step begins with a realistic outside-in assessment: What are regulatory expectations? Where are competitors raising the bar? What are the expectations of customers and other stakeholders, including investors? It is usually strategically advisable to take the lead in a small number of relevant dimensions and determine what the future minimum requirements will be in all other dimensions. The level of the targets and the speed of their achievement should be based on realistic assumptions and plans. Knowledge of the levers and the technical possibilities to arrive at a realistic ambition is of particular importance.

Plan the transformation and set the framework. Once the target level has been set, senior management should make the transformation a visible priority for everyone and plan it in detail.

To this end, measures need to be developed and incorporated into an overall road map. Governance is also crucial for successful implementation at this point; thus, instituting a sustainability officer at the senior-management level is an important framework condition. This does not necessarily have to be the chief sustainability officer, as long as the organization ensures that the central team works effectively with the operational units and can not only create initiatives but also enforce them.

Secure and track implementation. For the implementation process, it is worth setting up a transformation office that regularly measures the degree of target achievement. This enables the prompt adoption or reprioritization of countermeasures. It is also imperative that adequate resources be made available. To change ways of thinking and behavior within the company, it also makes sense to recruit employees as change agents. In this context, the communication and anchoring of sustainability goals in the organization—for example, through incentive systems—should also be addressed.

Create transparency. Last, investments should be made in data and transparency because retailers, consumers, regulators, and investors are increasingly demanding it. In particular, traceability across supply chains poses a challenge. This makes it all the more important for companies to deal with the sustainability data of their own products right from the start and to develop the corresponding analytical skills.

No function is left untouched when changes of this magnitude are needed: everyone is involved and responsible for bringing sustainability to life in their area—from purchasing to production and logistics to marketing and sales (Exhibit 3). For successful implementation, the key actors in the individual divisions need to develop both function-specific and overarching measures.

In purchasing, for example, the focus may be placed on biologically derived ingredients, recycled plastic for packaging, biodegradable and certified materials, and regenerative agriculture.

To do this, it is first necessary to assess the volume of emissions caused by each purchasing category and what reductions are possible in each area. The procurement team is also responsible for ensuring suppliers adhere to social standards.

In logistics, it is key that companies consider alternative propulsion systems for their vehicle fleets or the use of more sustainable transport options. In the field of warehousing, organizations should review cooling technologies and use renewable sources to ensure energy supplies, employing their own solar panels if necessary.

Production should first optimize its energy efficiency. In addition, consideration needs to be given to the use of renewable and sustainable energy sources for electricity and heat at production sites. It is also necessary to investigate how water and other resources can be used more efficiently and how waste can be reduced.

Meanwhile, R&D teams can work on more sustainable designs and formulations (design to sustainability). This can involve sustainable packaging or formulas for new products that lead to greater sustainability in use—such as laundry detergents that clean textiles thoroughly even at low water temperatures. L’Oreal, for example, has developed the Sustainable Product Optimization Tool (SPOT), an evaluation tool focusing on ecological design on two levels. First, it simulates different design options, evaluates their impact on the environment and society, and identifies improvement measures. Second, SPOT quantifies the effects of sustainability on various product attributes, such as packaging; the environmental footprint of product compositions and chemical processes; and social implications.

The initiatives described above for illustration purposes show that sustainability is not an issue that can be left to a central unit; rather, it reaches deep into all functions of consumer-goods companies. Citizens, policy makers, investors, and new competitors are increasing the pressure to act. Above all, however, it is the companies’ own sustainability ambition that requires a structured and holistic approach if the goals set are to be achieved.

Jordan Bar Am is a partner in McKinsey’s New Jersey office; Nina Engels is a consultant in the Düsseldorf office; and Sebastian Gatzer is a partner in the Cologne office, where Jacqueline Lang is a consultant and Frank Sänger is a senior partner.

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15 Global Brands Bringing Fashion And Sustainability Together

Ka-Sha, India

“Change by design” is a kind of mantra for Karishma Shahani-Khan and her label, Ka-Sha , based in Maharashtra, India. The artisans she works with across the country are as central to Ka-Sha’s story as the natural, hand-dyed fabrics and zero-waste design methods. “We use clothing to celebrate handcraft and artisanal techniques, new and old,” Shahani-Khan explains. The label’s capsule project, Heart to Haat, is produced entirely from leftover textiles and garments destined for landfill, inspired by the indigenous ideology of reusing, repurposing and reclaiming.” – Emily Farra

Appliquéd cotton jacket, Chanderi top and matching skirt, and appliquéd cotton sari, Ka-Sha. Vintage belts, The Arc London. Suede boots, Manolo Blahnik. Corsages, and ribbon (in hair), VV Rouleaux. Earrings, Al Arabia, at Crowne Plaza Jordan.

Mozh Mozh, Peru

Mozhdeh Matin launched her label in 2015, she explains, to “work with local artisans and preserve their techniques”. She was motivated by the concept of a circular economy, and indeed, relying on homegrown weaving traditions, her colourful separates, dresses and accessories – made from alpaca, cotton and wool yarns also native to Peru – ​have put that wheel in motion. “All artists take inspiration from their surroundings,” she says, “and the climate crisis is pushing a lot of us to create inventive ways to become more sustainable.” – Marley Marius

By Emma Spedding

By Chioma Nnadi

By Tracy Achonwa

Alpaca shawl, alpaca jacket with crochet trim, and cotton trousers, Mozh Mozh. Vintage belt, The Arc London. Corsages, VV Rouleaux. Earrings, Al Arabia, at Crowne Plaza Jordan. 

Conner Ives, Britain

At least 75 per cent of this Central Saint Martins graduate’s designs are made from vintage, deadstock or sustainable materials. “It’s always about finding new materials to use and new processes to develop,” says Ives. “It’s a constant and hungry evolution.” The designer, who hails from Bedford, New York, says living in England has influenced the way he sources and implements second-hand materials. “When I first got to London, I spent most of my time with friends going to charity shops,” says Ives. “I so much enjoy the hunt.” – Christian Allaire

Spandex top, Conner Ives. Earrings, and ring (on ring finger), Alighieri. Ring (on index finger), Emefa Cole.

Morphine, Italy

Morphine is an innovative brand-slash-retailer based in Reggio Emilia, Italy, selling vintage designer items – think ’90s Comme des Garçons and early-Noughties McQueen – and upcycled pieces of its own through its line, Compendium 01: Pazzesca. “Our process lies in reawakening and giving life to products that this industry has produced and forgotten,” says Morphine’s project manager Sasha Payton. “We produce one-of-a-kind items by customising and reassembling clothing, fabrics and yarns from deadstock and leftovers from across the Italian supply chain.” – CA

Vintage Dior by John Galliano jacket. Fishnet trousers, Compendium 01: Pazzesca. Both at Morphine.online. Corsage, VV Rouleaux. Earrings, Al Arabia, at Crowne Plaza Jordan. Ring, stylist’s own. 

Vitelli, Italy

Vitelli’s production is entirely made of knitwear-industry waste, much of it otherwise headed to landfill, which is then used to create the label’s proprietary felted material – dubbed Doomboh – which is turned into crafty, tactile pieces. “The atelier inside my studio is called Organic Knitting Theatre,” says Mauro Simionato, Vitelli’s founder and creative director. “Every day, we gather and create.” His main source of inspiration? The “music-driven, post-hippie” Italian counterculture movement that grew up around the Cosmic club on the Adriatic Riviera in the late ’70s and early ’80s. Vitelli’s taken this scene “as a model of how to participate in – and possibly inspire – the current global cosmic scene”. – Laird Borrelli-Persson

Jacquard-knit dress, Vitelli. Embellished satin mules, Manolo Blahnik. Earrings, Al Arabia, at Crowne Plaza Jordan.

Juan de La Paz, Bolivia

Juan de La Paz was founded in 2009 by designers Juan Carlos Pereira and Andrés Jordan, who collaborate with artisans in Bolivia and Peru to create their vibrant designs. “We learn from the ancestral knowledge of these communities to take care of Mother Earth when making fashion,” says Pereira. The clothes – most of which feature the label’s signature fringing –are handmade using recycled textiles (the line is also made-to-order and practices zero waste). Being Bolivian, both designers say, makes sustainability essential and obvious. “Contemporary Latin American design upcycles, looks for alternative materials, collaborates with indigenous communities and values artisan craftsmanship,” says Jordan. – CA

Dress and skirt with macramé and silk fringing, Juan de La Paz. Earrings and necklace, Noor Fares.

Rave Review, Sweden

For Rave Review’s Josephine Bergqvist and Livia Schück, the way to a responsible future is through the past. From the start, the pair have worked only with existing materials, which they puzzle together into unique pieces. “These fabrics are so nice to work with – and in a way it feels more ‘new’ to work this way rather than to redesign existing fashions,” Bergqvist asserts. The designers often say that, because their fabrics have previous existences, their work is nostalgic by default – but it’s how these Swedes filter their work through their own childhood memories and contemporary obsessions that is drawing rave reviews. – LB-P

Towelling robe, bikini top, and trousers, Rave Review. Earrings and ring, Alighieri. 

Maison ARTC, Morocco

Maison Artc is the five-year-old brainchild of Israeli-Moroccan designer Artsi Ifrach, who works as sustainably as he can from his Marrakesh atelier, morphing together his vast collection of antique clothing with local textiles, such as handwoven blankets from the Atlas Mountains. The “as he can” is crucial here: “Sustainability and industry, production, fast fashion – none of these are sustainable, unless you do haute couture,” Ifrach says. His solution is collectable one-off pieces designed to keep the past alive in the present. – Mark Holgate

Brocade and satin gown, Maison Artc. Embellished suede sandals, Manolo Blahnik. Earrings, Carolina de Barros. Bead necklace, Al Arabia, at Crowne Plaza Jordan. Collar, ring (on right ring finger), and ring (on left index finger), Emefa Cole. Ring (on left ring finger), Alighieri. 

Marine Serre, France

“The regenerating process is complex, unique and meticulous,” says Marine Serre , whose brand hinges on repurposing vintage fabrics into new garments. Serre constructed the dress seen here from scarves found in French markets to create a classic silhouette from unexpected materials. Using the old to make new isn’t easy – especially when producing on her scale. “We had to rework the whole chain of production,” she says. “Eco-futurism is about a way to live, a way to act, and a way to get inspired. We want things to make sense.” – Steff Yotka

Silk dress and catsuit, Marine Serre. Earrings, Al Arabia, at Crowne Plaza Jordan. 

Chopova Lowena, Britain

Working between Bulgaria and Britain gives Emma Chopova and Laura Lowena an advantage. During lockdowns, the pair found vintage tablecloths and tartan taffetas in both countries, using them as a base for their eclectic dresses and skirts. “This look is made from deadstock taffeta, which is then printed and flocked by us,” Chopova says. Working sustainably is a “huge drive” for the designers. “We collect certain textiles,” Chopova says, “and then make limited-edition pieces when they fit into the themes of the season – or when we figure out how to best show them off.” – SY

Belted flocked taffeta dress, and jersey rollneck, Chopova Lowena, at Browns and Dover Street Market. Jacquard and leather boots, Gui Rosa, at Vault.gucci.com. Earrings, Carolina de Barros.

Yuima Nakazato, Japan

At the Tokyo atelier of couturier Yuima Nakazato , responsibly sourced fabrics are as much a part of the design story as silhouette. In autumn 2021, Nakazato marked the 10th anniversary of his label with a collection that included pieces made from upcycled leathers, organic cottons, laces and linens hand-dyed with natural Japanese indigo (a process called aizome), along with others that combined nishijin-ori – a traditional kimono textile – with a plant-based synthetic inspired by spider silk. Nakazato’s raison d’être: “to make this world a better place through garments”. – MM

Lace top, lace and linen scarves, and linen trousers, Yuima Nakazato. Corsage, VV Rouleaux. Earrings, Al Arabia, at Crowne Plaza Jordan. 

Bode, America

When Emily Adams Bode burst on to the menswear scene in 2017 with her upcycled quilted jackets, the boyish shape and the nod to craft resonated instantly, but her reverence for the objects and stories of the past also carried through with quilts, clothes, linens, tablecloths and blankets. She’s since introduced a tailoring shop next door to her Hester Street flagship in New York, where customers can bring items to be repaired, or “preserved”, as Bode tells it. “We’re teaching our community how clothing can last for generations.” – EF

Wool jacket, and wool trousers, Bode. Vintage Alexander McQueen top, and vintage belt, The Arc London. Jewelled satin mules, Manolo Blahnik. Corsages, and ribbons (in hair), VV Rouleaux. Earrings, Al Arabia, at Crowne Plaza Jordan. 

Lagos Space Programme, Nigeria

Adeju Thompson’s work for Lagos Space Programme rockets between past and present, and crucially, it is mission-based: fashion is the vehicle through which the designer, who studied in Wales and England, explores both their non-binary identity and Yoruba heritage. “We are aware of our responsibility as inhabitants of the planet,” notes Thompson, who often works with precolonial silhouettes and collaborates with skilled artisans employing indigenous craft techniques, such as natural indigo dying. “My ancestors left so much behind,” they say. “I believe they expected us to continue telling these stories and building up on what they left.” – LB-P

Knit top, Lagos Space Programme. Vintage Alexander McQueen waistcoat, The Arc London. Feather headband (worn as collar), William Chambers Millinery. Earrings, as before. 

Duran Lantink, Netherlands

Some designers have moodboards for inspiration. Duran Lantink , based in Amsterdam, instead creates some of his designs after trawling the city during the Tuesday night ritual when its residents leave things out on the street for others to take. “I never understood using new materials when there are so many beautiful things around me,” says Lantink, who started designing as a teenager, cutting up the Gaultier and Margiela his mother no longer wore. More recently, he has utilised a vintage Balmain dress, a ‘60s fur coat and a regiment’s worth of army sweaters for his label. “You get a pile of clothes and start digging in,” Lantink says, laughing. – MH

Chain-mail and Swarovski-crystal top, Duran Lantink. Vintage Alexander McQueen skirt, The Arc London. Jewellery, as before. 

By Walid, Britain

Walid al Damirji structured his brand By Walid around a single principle: no waste. “It would be disrespectful otherwise,” the designer says of the antique textiles, like curtains, vintage clothing and tapestries, that he transforms into romantic blouses, jackets, and even homewares such as pillows and quilts. When it comes to finding these materials, al Damirji says, “I leave no stone unturned – auctions, vintage fairs, car boot sales – you name it!” His deep care made him one of the first in the luxury fashion industry to take upcycling and sustainability seriously. – SY

Hand-embroidered silk coat, and hand-embroidered silk gilet, By Walid. Vintage Givenchy Haute Couture dress, and vintage belt, The Arc London. Mules, corsages, ribbon, and earrings, as before.

Hair: Shiori Takahashi. Make-up: Lynsey Alexander. Production: Shades Of Grey Productions. Digital artwork: Art Post. Models: He Cong, Imaan Hammam

By Ellie Pithers

By Emily Chan

By Dana Thomas

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2025 and Beyond

Move to zero.

In the race against climate change we’re creating solutions that are better for all athletes* and the planet. We’ve set bold, science-based targets.

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Scaling Ideas at NIKE is the Game-Changer

In the race against climate change we’re creating solutions that are better for all athletes* and the planet. We’re scaling sustainable innovations throughout our whole business to reduce NIKE's environmental impact. We’ve set bold, science-based targets. And we’re optimistic—our successes and failures over the past 30 years are inspiring the solutions and resolve to create a future in which we all and this beautiful blue ball thrive.

Putting Progress in Perspective

NIKE has the climate impact of a global city. That’s a significant role for a company to play and it motivates us to look at everything we do, because small adjustments lead to big changes. Most people understand NIKE is big. But we thought it would be worthwhile to give that idea more context. NIKE is about 75,400 employees; upwards of 1 million employees in our owned and supplier facilities; over 1,500 physical spaces; and we emitted 11,706,664 metric tons CO2e in FY20. If we were a city, we’d have roughly the population and carbon footprint of Amsterdam, Netherlands.

Materials & Design

Currently, 78% of all NIKE, Jordan, and Converse products contain some recycled material. We’re working to increase that number because adjusting materials, which are about 70% of our total carbon footprint, is one of our biggest opportunities to reduce our impact. Take recycled polyester. This now foundational fabric begins as recycled plastic bottles. They are cleaned, shredded into flakes, converted into pellets, and spun into new, high-quality yarn that delivers peak performance while reducing carbon emissions by up to 30% compared to virgin polyester. One of our most popular product lines, the Tempo Short, is made from at least 75% recycled polyester. Most options come in at 100%. To date, this single product is responsible for pulling 112 million plastic bottles out of landfills and waterways.

Supply Chain

Sustainable materials matter that much more if our manufacturing is done responsibly. Our end-to-end approach looks at carbon, energy, waste, chemistry and water across the entire product lifecycle, ultimately making choices that improve conditions for teams and locations worldwide. Creating products takes energy. And today, that process also makes waste. But there is a growing truth of waste: trash is treasure. One of our greatest inventions is Nike Air. It’s also one of our most sustainable innovations. We’re able to reuse more than 90% of the waste from Air manufacturing, often turning it into new Air bags. This ensures all Nike Air soles are made with at least 50% recycled material. Small changes pave the way to achieve big aims. Since our last Impact Report, we’ve made single digit centimeter adjustments across product manufacturing meaning more than 3.5 million kg of waste was prevented. At scale, these adjustments and innovations are our path to achieving our aims of 100% of the waste from our extended supply chain diverted from landfills and at least 80% recycled back into NIKE products and other goods. We aren’t there yet, but just like our athletes constantly working to be better than they were before, progress is an every day goal.

Completing the Circle

The last phase of a product’s life—getting it to athletes* and, eventually, back from them—is the most challenging sustainability puzzle. Customized goods and next-day delivery are norms. What to do with a well-loved or defective product is blurry. And no one likes receiving a crunched package. So we’re re-thinking it all with ingenuity, science and grit. We’ve set a 2025 goal to donate, refurbish, or recycle 10X more used or defective product than we do today. To achieve this, we’re making it easier for people to return their used product back to us. Active in stores throughout the USA and Europe, we’re scaling Reuse-A-Shoe to stores in Greater China and re-energizing our operations. We’re hosting up-cycling workshops and providing relevant content like the Nike Circular Design Guide to consumers. Recently, we rolled out Nike Refurbished in select North America stores. We’re also hosting up-cycling workshops and providing relevant content like repair & care videos (that will go live this summer) to help extend the life of products. We’re just getting started with some of these services, but our aim is the same as with anything we do. To serve all the planet’s athletes with inspiration and innovation.

A Team Effort

When it comes to re-writing our planet’s future, our aim is to change industry standards along with our products and processes. Because we know that the faster we can collectively do more for the environment, the better it will be for generations to come. We’re also creating ways for each athlete* to take part. Look for the sunburst when shopping NIKE products. Tune in to Talking Trash for discussion and ideas from the NIKE community. Take note of brands’ accountability to larger sustainability agreements like G7 Fashion Pact, Transform to Net Zero and UNFCCC Fashion Industry Charter for Climate Action . Keep an eye out for Membership resources, like Repair & Care videos going live this summer and local store programming.

Related Stories

Impact Report

Take a look at Nike’s long term sustainability goals and how we’re measuring up so far.

Cosmic Unity: Behind The Design

Discover how a basketball shoe designed with at least 25% recycled material by weight, is the next step in Nike's vision of a zero waste future.

Climate and Sport Study

We’ve partnered with Climate Impact Lab to show the connection between a stable climate and athletic performance.

Circular Design Guide

Rethink every process. Reuse every item. Designing for the future starts here. Check it out.

When you see this symbol, you see one small step in our journey to Move to Zero.

Originally published: June 22, 2021

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