Does your brand look like garbage to your customers?
Sustainable packaging, practices and ingredients are fast becoming hot topics as consumers expect more brands to take a socially responsible approach to the lifecycle of their products
Sustainability isn’t just in beauty products; clothing producers are also in
the spotlight. The rise of fast fashion brands and their growing global
environmental impact has meant more consumers are becoming conscious of more
ethical alternatives, sparking brands to rethink their sustainable practices as
an integral part of their brand strategy
April marked the release of H&M’s sixth ‘Conscious Exclusive’ range, a
capsule collection of clothing reportedly made to its highest principles of
sustainable and fair trade practices.
But despite the Swedish fast fashion giant’s long-term sustainability ethos
as released in its annual Sustainability Report last year, the ‘Conscious
Exclusive’ collection forms just a tiny portion of its wider fast fashion
production.
Locally, Aussie organic babywear retailer, Niovi Organics, is witnessing the
pollution caused by the fast fashion industry in developing countries and is
endeavouring to combat this with fundamental core brand values around safety,
sustainability and transparency, its founder, Punitha Anandam, says.
“While importing our products, we have meticulously designed our products to
reduce environmental footprint wherever possible,” she says. “We have limited
satin labels in our clothing and printed labels wherever possible. The tags
used for our clothing are made of decomposable cardboard too.”
When it comes to packaging, Niovi uses fully decomposable cardboard boxes
during shipment, while gift boxes are made of recycled wood and can be reused.
“Plus all our products are wrapped in a fully decomposable tissue paper
before being posted to customers,” Anandam continues.
According to Anandam, Niovi Organics’ ethical packaging model has been well
received by customers and added to overall awareness of the brand.
“When people buy our products they
are pleased with the reusability of our gift boxes,” she says. “They are happy
with the fact it’s not only sustainable, but a cool storage addition to
their home. As our boxes are going to stay in our customers’ homes, it actually
improves our brand awareness and we believe it would benefit us in the long
run. The feedback we have been getting has been positive so far.”
Marketing executive for British fashion retailer, A Hume Country Clothing, Sam Williamson, agrees a
consistent sustainable model from production through to delivery resonates
strongly with customers, something the company recently did when shifting to
recyclable online packaging.
“We insist on using ethical and sustainable packaging because it is
completely aligned with our brand philosophy,” Williamson says. “Our clothes
are created with sustainable materials and fabrics, and we spend huge amounts
of time and money to ensure that our clothing is ethical. It makes sense
that our packaging should follow suit.
“And it makes our brand stronger - definitely. In fact, many customers have
expressed a relief that our packaging now aligns with the rest of our products.
They've also said they're more likely to order online now rather than collect
in-store, as they know the packaging is sustainable so they have less
concerns.”
Sustainable leadership
One of ecostore’s biggest recent milestones in sustainable packaging has
been the Carbon Capture Pak used across its range. The bottle is made from
renewable sugarcane plastic that helps reduce your carbon footprint and is 100
per cent recyclable.
“We’re proud our brand is recognised for helping the planet and we want our
leadership in sustainable packaging to inspire other companies in Australia and
globally to build it into the way they do business,” Rands says. “Winning
sustainability awards for our Carbon Capture Pak has also enhanced the
reputation of our brand not just among customers, but also among suppliers and
peers.”
A newer brand that sets itself apart from its competitors is condom
manufacturer, Big Richard, founded by Lloyd Perry only a few years ago with a
firm belief that a sustainable model addresses a gap in the market and will
disrupt the industry’s big players.
“There are only three or four major brands who have held major positions in
the market and Perry wants to really shake things up,” Big Richard’s marketing
manager, Leena Beker, says. “The industry hasn’t seen many disruptors coming in
that our sort of ethical model.”
According to Beker, the brand’s ethically sourced biodegradable packaging
and 100 per cent natural rubber processes will also connect better with today’s
environmentally-savvy millennials.
“I think millennials are growing up knowing they can choose products in line
with their values and are actively seek out those brands that are taking sustainability
seriously,” she claims. “We feel it’s really important for our brand to speak
to millennials, as they’re becoming more and more eco focused. Sustainability is
part of our philosophy and we’re going to do it for as long as it makes
economic sense.”
Stripping it bare in beauty and skincare
With cosmetic packaging accounting for nearly half of the world’s landfill
mass, more and more beauty brands are becoming strategic in their sustainable
practices.
“A staggering 70 per cent of cosmetics packaging ends up in landfills that
aren’t even fully used, often because the wrong product was ordered,” Adorn Cosmetics’
founder, Briony Kennedy, says. “Adorn is proudly one of very few brands
globally in the $500 billion cosmetic industry, that offers a sampling program,
which allows testing of products first before committing to the full size,
solving the problem of unfinished products ending up in landfills all over the
world.”
According to Kennedy, the brand has led the way innovating sustainable
initiatives to reduce the cosmetic industry's carbon footprint and protect the
planet since its inception in 2009. It also became the first beauty brand globally
to offer ecoluxe refills, directly reducing the amount of packaging that ends
up in landfill each year.
“We’ve taken all available steps to make women proud to choose Adorn
Cosmetics, from pioneering eco refills, to sustainable packaging, not using
excess outer boxes that just end up in landfill, and providing samples so
customers can try before they buy,” she explains. “Adorners are eagerly
encouraged to recycle their beautiful Adorn pots with refills, saving the
environment while also saving money.”
LUSH cosmetics also prides itself in leading the way as a sustainable brand,
with Peta Granger highlighting the ‘stripped back’ look of a sustainable
product a signature BRAND look that sets it apart while adding value to a
customer’s instore experience.
“We have stripped away the packaging and put larger numbers of highly
knowledgeable staff on the shop floor, to bring back the art of conversation
and specialised service,” she says. “We constantly strive to invent products
with little need for packaging and sell more than 100 products naked – which
means unpackaged– so customers can pick them up and put in a paper bag or their
own bag.
“Naked products are all solid and include bath bombs, massage bars, solid
hair care and skin care bars. LUSH also pioneered the solid shampoo bar which
requires no packaging at all and lasts up to 80 washes, replacing 3 bottles of
250ml plastic. Negating the existence of plastic in our products, effectively
lessens our contribution to landfill.”
According to Granger, LUSH is transparent about everything it does and is a
shining example that it’s possible to be both a sustainable and profitable
business.
“Sustainability is about looking more broadly than the impact of what you’re
doing in the moment and instead look at what we can be doing to re-generate and
repair the damage we’ve done from exploiting land, people and resources over
the last 100 years,” she says. “We try to apply this kind of thinking to all
our decision making and plans for the future.”
Another cosmetics brand using minimal box-free packaging, recyclable
containers and ethically sourced ingredients, is Indah. Its founder, Teisha
Lowry, is also an official ambassador for the Borneo Orangutan Survival
Association, a role which sees her actively campaign against the widespread use
of unsustainable Palm Oil in beauty, personal care, food and household products
She says it’s not just about stripping back the packaging, but also about
cutting out the ‘marketing nonsense’ in the cosmetic industry.
“Our consumer is the most important member of our community and we always
aim to give them an unforgettable experience from start to after sales care,”
she says. “But over the last few years, we have come to recognise that our
customer is inundated with more and more beauty brands and products targeted at
problems we didn’t even know we had.
“So we do not deluge with marketing nonsense – it’s about simplicity and
making room for more of what matters. Most of our products are double duty,
which simplifies your beauty regime and your life.
“There’s so much mistrust among consumers about what brands are really
doing, but we lay it all out there and practice what we preach. Indah is bare
and real and our customers know what they’re getting and they love that. They
know they’ve purchased a product from a brand that really cares. That feeling
they get is invaluable and makes them feel much closer to the brand.”
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.