The surge of sustainability is becoming more than just a trend. Unfortunately, some fashion brands exploit this movement as a short-lived trend to enhance their profits, leading to greenwashing. With tightening regulations, these practices are under scrutiny. However, for brands genuinely committed to environmental accountability and ethical operations, this wave of sustainability presents a unique opportunity. They can stand out from their competitors and reinforce the global call for sustainable action. But merely adopting sustainable practices isn’t enough – the cornerstone of their strategy should be robust sustainability communication. It is vital to communicate these sustainable values to consumers authentically and effectively, underscoring the brand’s commitment to a sustainable future.
Understanding the Sustainable Development Goals
The United Nations’ Sustainable Development Goals (SDGs) are at the heart of this movement. These are a set of 17 objectives designed to tackle the world’s most pressing issues, including climate change, inequality, and environmental degradation. These goals provide a robust framework for sustainable brands to align their values and practices.
In the fashion industry, specific SDGs like responsible consumption and production (Goal 12), climate action (Goal 13), and decent work and economic growth (Goal 8) are particularly pertinent. Embracing these goals reflects a commitment to improving the world while leading a profitable business.
Highlighting Sustainable Practices in Fashion
As a sustainable fashion brand, you might be utilising several methods that align with the SDGs, such as:
1. Utilising Environmentally Friendly Materials:
Whether it’s organic cotton, recycled polyester, or innovative fabrics like Pinatex (made from pineapple leaves), your choice of material significantly influences your environmental footprint. Here are a few instances; Tentree’s clothing is made from ethically sourced and sustainable materials, including cork, coconut, and recycled polyester. Everlane released a line of clothing made from recycled plastic bottles and other reused materials. The Boavista Club, a small fashion brand from Lisbon, uses Tencel for its iconic products.
2. Adopting Ethical Labor Practices:
From ensuring living wages to providing safe working conditions, this commitment reflects SDG 8 – promoting sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all. Some brands have joined forces with Fashion Revolution to drive campaigns to help workers in the industry, from paying a living wage to supporting collective bargaining and freedom of association within the supply chain.
3. Implementing Energy-Efficient Production Methods:
This means embracing manufacturing methodologies that lower energy use and curtail waste and pollution. Fashion brands typically employ two primary strategies for achieving energy-efficient production. The first involves optimising existing systems or processes, and the second strategy consists of substituting outdated machinery with advanced, efficient technology. The realm of energy management isn’t confined solely to the production aspect of the industry; in fact, it permeates every department. To fully realise a truly energy-efficient operation, it’s important to amplify understanding, foster awareness, and involve every team member in the process of optimisation. Read more here.
4. Embracing a Circular Economy:
The shift from designing products for extended use and repairability to implementing recycling initiatives and minimising packaging waste can significantly disrupt the conventional ‘take-make-discard’ paradigm that has long defined the fashion industry. The Circular Economy rejects this linear approach in favour of a holistic model that seeks to close the production loop. This involves conscientious practices at every stage of a garment’s lifecycle, from its creation and usage to its eventual disposal. Brands that adopt this circular model reap numerous benefits, ranging from cost efficiencies to authentic customer loyalty, providing them with a distinctive advantage in a fiercely competitive market.
5. Practicing Transparent Pricing:
Implementing transparent pricing is a key facet of sustainable business practices. This entails providing honest and open pricing that accurately reflects the actual cost of ethical and sustainable production. More than just a number, the price tag should account for all factors involved in the production process. This includes the cost of raw materials, labour costs that ensure fair wages for workers, manufacturing expenses that factor in environmentally friendly practices, as well as other overheads and marketing expenses.
Transparent pricing assures customers that when they purchase your products, they are contributing to a system that values and supports fair trade and sustainable practices. It fosters a sense of trust and authenticity between the brand and its customers.
Articulating Your Sustainability Commitments
Once you’ve aligned your practices with sustainable goals, communicating this effectively to your consumers is the next crucial step. Here’s how:
1. Embrace Transparency and Honesty
Be open about your operations, whether it’s revealing your sources of raw materials, sharing your manufacturing process, or declaring the steps you take to ensure ethical labour practices. Patagonia’s ‘Footprint Chronicles’ is a leading example of how brands can give consumers an inside look at their supply chains. Only some fashion brands are keen to publish information on their operation, making it difficult to determine where their sustainability efforts are being implemented. See the list of brands publishing information on the Fashion Revolution Transparency Index.
2. Educate Your Customers
Serve as a guide to your customers in the world of sustainable fashion. Use your website, blog, and social media platforms to break down complex concepts, showcase the importance of sustainable fashion, and explain how your brand contributes to the movement. Everlane’s ‘Transparent Pricing’ model demonstrates how brands can educate consumers about the actual cost of clothing.
3. Leverage the Power of Storytelling
Bring your sustainability journey to life through stories. Showcase the people behind your products, highlight the challenges and victories on your sustainability journey, and let your customers understand the impact of their purchases. Swedish brand Nudie Jeans effectively uses storytelling to share the lifecycle of their jeans, making sustainability tangible for their customers.
4. Display Certifications and Awards
Third-party certifications like Fair Trade, GOTS, or Cradle to Cradle reassure customers of your sustainability claims. If your brand has received sustainability awards, these further endorse your commitment to ethical practices. The Common Objective provides a comprehensive list of certifications brands should consider when effectively communicating their sustainability efforts and practices to their customers.
5. Provide Regular Updates
Keep your customers in the loop about your sustainability goals. Whether through an annual impact report or regular social media updates, transparent sharing of triumphs and improvement areas builds customer trust.
Maximising Technology with Fillip
In today’s digital age, tools like Fillip can significantly enhance your communication efforts. Fillip’s shoppable video platform can help you bring your sustainability story to life, providing an interactive and engaging way for consumers to connect with your brand. From showcasing the sourcing and manufacturing process to providing detailed product information, Fillip enables you to educate and inspire customers about sustainability through a unique, immersive experience.
In Conclusion:
In sustainable fashion, your communication strategy should be as authentic and thoughtfully crafted as your garments. Remember the words of Everlane’s founder, Michael Preysman: “Customers are smart, and they want to understand how their clothes are made, what they’re made of, and where they’re made.” Most importantly, customers also want to know who made their clothes.
Aligning with SDGs, implementing sustainable practices, and communicating these effectively, are not just steps toward building a successful brand, but they’re also strides toward a more sustainable and equitable world.