With activists, such as Greta Thunberg, David Attenborough as well as international protests by Extinction Rebellion grabbing headlines; environmentalism has become one of the biggest contemporary talking points.
From vegan food alternatives, to sustainability sourced materials in various products; it has become beneficial to a brand’s image for businesses to present themselves as being respectful to the environment, with double ethical and aesthetic awareness.
This high street cosmetic brand has often been accused of “Greenwashing” – since animal welfare and environmental concerns have been integral to the brand since its inception; people have been quick to point out the plethora of synthetic chemicals and animal-based ingredients within their products.
Despite the controversy; in recent years, Lush have taken several strides to match the claims made by their marketing. In 2019, Lush announced their plans to remove all egg from its products in order to make them 100% vegan.
The brand has also consistently opposed animal testing, removed all palm-oil from their products in 2009 – ethically and sustainably sourcing their ingredients. The brand also encourage customers to exchange empty packaging in store for a free face mask – a fantastic way to promote recycling.
The Danish toy giant, LEGO, is hardly the first thought when one thinks of “environmentalism”. The company has received criticism from partnering with Shell – not to mention the negative impact its annual production of over a million plastic bricks a year has on the environment.
Despite the negative press; LEGO have recently challenged the preconceptions of the brand by taking strides in sustainability – releasing bricks made from biopolyethylene, produced from sustainably sourced sugar cane. So far, only bricks that resemble leaves, bushes and trees have been made of the new material, as the plastic isn’t quite resilient enough to make classic brick shapes – however, the company are committed to replace all current fossil fuel-based raw materials with eco-friendly pieces by 2030.
The eco-friendly movement in fashion has been one led by Stella McCartney – the inspirational designer wrote on her website that ‘eco’ shouldn’t be a word synonymous with “oatmeal-coloured fashion or garments that are oversized or lacking in any sort of luxury or beauty, detailing or desirability”.
Companies such as People Tree, which was one of the first sustainable fashion brands, have been pioneering ethical, eco-friendly approach to clothing, whilst retaining stylish versatility in its colourful products.
Recognising the pollution caused by the production of jeans (a single pair takes 90 gallons of water to produce!) – ASOS have introduced a new campaign, selling recycled jeans made from a mix of African made and previously used cotton. Not only are the brand sustainably producing clothing – they’re also working with CmiA; an aid initiative striving to improve living conditions for cotton farmers across Africa.
All of the aforementioned brands understand that switching to sustainable materials is both the ethical and bankable option in today’s social political climate. When promoting your own product, it is important to make your eco-friendly ethos clear to consumers – using a green insignia on marketing material is a good place to start; or clearly outlining the sustainable ideology of the company on your website.
At Cordis, we pride ourselves on retaining relevance within the industry – understanding trends and ethical/environmental shifts are intrinsic in appealing to the customer. With a skill set that spans social media, content creation, web design, graphic design, event planning and videography – we are a full service marketing agency that can reinvigorate your business for the customer of 2020!