By: Ashley N. Rosa
October 18, 2021
Consumers depict the course a business will take. Consumer needs drive a business; therefore, companies build and enhance their image and practices to fulfill those needs. The prevalence of sustainable products on social media has been the main focal point of businesses across the world.
In recent years, there has been a higher demand regarding consumers’ knowledge over the origin of a product, how organizations attain the product, and how the impact of sourcing and creating that product affects the planet for future generations. The notion of sustainability refers to the coexistence between preserving the earth’s biosphere and human civilization.
Back in the day, mass production and overconsumption was the goal. Everyone wanted the convenience to purchase the latest products, which caused companies to use certain practices to deliver these customer needs.
That frame of thought has shifted to worrying about the effects materials of an item will have on the oceans, landmarks, and overall existence of the earth. Consumers are looking to save the turtles, wildlife, and conserve the outdoors for future generations while still looking jaw-dropping gorgeous.
Since sustainable marketing is becoming an increasingly important part of businesses, many workplaces are reaping the benefits of it. As an example, the clothing brand Patagonia was recently accreted with “raising the bar on doing the right thing”. A Forbes article went in-depth to explain their trajectory on being an authentic eco-friendly brand.
Some actions Patagonia has taken to promote this movement have been:
The transition from cotton clothing to organic cotton.
87% of their items use recycled materials.
The production line is fair trade certified sewn, amongst many other programs and actions.
Instead of making the switch simply because of the new marketing trend, Patagonia has authenticity in its line of service that many customers value.
If you are interested in learning more about their ecological footprint and upcoming fall line, visit Patagonia.
Other Companies Taking Sustainable Initiatives
Other examples of companies implementing sustainable action are Starbucks' innovation of straw-less lids, PepsiCo’s use of recycled packaging, the University of Tampa’s “straw-free campus”, Levi’s changing the production of their denim, and many other organizations are all moving in the direction of eco-friendly consumption.
These initiatives can help a company increase its customer base and continue to build brand loyalty. Consumers feel their shopping excursions have a positive impact.
Don’t think it’s a big movement yet? There are many universities that are now including a sustainability major/minor in their programs, such as the University of Tampa. This creates more awareness and develops future leaders that will prioritize environmental sustainability and conservation in their decision-making.
This is manufacturing and shopping with a purpose.
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