Elevator Earth Month and more specifically, Earth Day, is often a time of reflection. It’s a time for consumers to review their day-to-day habits and values and for companies to review their current standards and procedures.
Companies and brands have the responsibility to ensure that their operations are running with sustainable programs in place while addressing environmental concerns, such as the amount of waste accumulating in our landfills year after year. In 2017, Canada produced over 438 million tonnes of plastic with most being single use, according to a report by Environmental Defence (Environmental Defence 2020). Although reducing waste, like single use plastics, is a rising concern, brands have adopted other principles such as using naturally sourced ingredients, repurposing used fabrics – or simply cutting out elements that are proven to be harmful towards humans and our planet.
This poses a question; how do brands fulfill their environmental responsibility while prioritizing the needs of the consumer? We’re living in a time where consumers are making conscious purchasing decisions more than ever. As PR professionals, we understand the importance of identifying the consumer and ensuring your business values align with theirs. While millennials and Gen Zs are target groups for several consumer brands today, this might leave brands rethinking their values.
A 2019 Deloitte study surveyed over 16,000 millennials and Gen Zs globally to identify their habits and how they interact with brands. The study found that about 47% of millennials and Gen Zs say that their top priority and aspiration in their life is to make positive impacts on society and community (Deloitte 2019).
When asked about their concerns, both groups said climate change and protecting the environment ranked number one. When translated into brand loyalty, is this enough for consumers to make the switch? We think the answer is yes. According to the survey, 42 percent of millennials said they have begun or deepened a business relationship because they perceive a company’s products or services to have a positive impact on society and/or the environment.
Why is this important? Today we have a wide variety choice when it comes to brands we want to support. Consumers no longer have to sacrifice convenience or fashion for sustainability.
We’ve put together a roundup of fashion, beauty and wellness brands that we admire for their efforts towards sustainability and ultimately, meet the mark of satisfying their value driven, environmentally conscious consumer.
Rocky Mountain Soap Company
Rocky Mountain Soap Company, a Canadian, all natural soap and skin care company is committed to using simple, natural ingredients that are good for people and good for the environment, with a goal of removing toxins from the world. When it comes to packaging, Rocky Mountain Soap Company uses biodegradable packing peanuts, recyclable or compostable packaging and reuses shipping boxes.
BITE Beauty
Continuing this trend, BITE Beauty is another company that puts an emphasis on creating products that are good for you and the planet. This Canadian cosmetics company uses only ethically sourced, clean, vegan, cruelty free and gluten free ingredients in their products, while steering clear of parabens, phthalates and sulfates.
Vitruvi
Vitruvi is a Canadian based company that produces essential oils and stone diffusers made from high-quality porcelain. What sets them apart? Virtru uses 100% pure essential oils, that are non-toxic and all-natural, to create various blends for different atmospheres.
Chatters Hair Salon
Chatters, a hair salon and retailer headquartered in Alberta, has been a recognized Green Circle salon salon since 2018. In collaboration with Green Circle, the waste from Chatters salon services, such as hair clippings, colour tubes and used foils, are repurposed in various ways such as creating booms for oil spill cleanups or parts for bikes and salon chairs.
Frank and Oak
Canadian clothing brand, Frank and Oak is recognized for their journey towards sustainability. The brand is known for recycling denim and wool, using high quality cotton sourced in sustainable ways and dyes that are eco friendly. Earlier in 2020 Frank and Oak shared their five environmental goals to achieve before 2022, two of those being to cut all virgin plastic in their supply chain and eliminate all virgin polyester.