There is a rising demand for sustainable and ethical based products and brands.
The term Sustainable and Ethical are becoming more mainstream within the consumer world and many brands are hopping on this trending direction in order to meet the demand. But what does it truly mean to be a sustainable and ethical brand? Are some brands taking advantage of these terms to look more appealing to their customers? Dig a little further and you might just find that some sustainable marketed brands are in fact not that sustainable at all…
We think it’s important to understand what truly makes a brand or product ethical or sustainable. And to also be aware of the marketing “schemes” that are used by many brands in order to look progressively ethical from the outside.
We’ve searched some of the key factors that play a role in making a brand sustainable and ethical. Before we begin, lets talk a little more about some of the marketing tactics brands (that don’t like to walk the talk) often play.
There is term known as “Greenwashing” the environmental industry's version of “whitewashing”. It is a term that essential means a brand is making their audience believe that they are doing more than they actually are. When greenwashing, a brand might lead their customers on through high marketing budgets in order to make consumers think they are more sustainable than they really are. This is a common marketing tactic used by companies to reach more sales, especially when the terms such as “ethical” and “sustainable” are quite unregulated.
Now that we’ve identified some of the false claims brands use to lure in their customers, lets look at ways to spot a truly eco-friendly brand.
When it comes to being able to identify whether a brand or product is truly following an ethical and sustainable practice, we recommend looking at these key components:
There are two key factors to consider here:
1. Ingredients
2. Business Practices
Ingredients – If you’re familiar with some of the unethical ingredients out there, a simple glance at the ingredients list is enough to give you a bigger picture as to what the brand's ethics represent. But if you are not aware of some of the top unethical ingredients, here’s a list for you to look out for as red flag ingredients:
Palm Oil
It is very rare to find ethically sourced Palm Oil and unless the ingredients specifically list that is it Certified Sustainable Palm Oil (CSPO) then to be sure it is contributing to rapid deforestation and animal endangerment.
Carnauba Wax
Again, unless it is specifically listed as a sustainable source of this wax, then it is likely a sourced contributing to deforestation and the degradation of local biodiversity.
Synthetic Fragrances and Perfumes
These are parts of the petrochemical family and contain harmful endocrine disrupting properties. When looking at ingredients, it’s best to look out for these harmful chemicals labeled as "fragrance" or "perfume" and instead resort to ingredients containing essential oils.
Business Practices – The idea of sustainable and ethical practices are constantly evolving. Here are some of the key factors we’ve noted that reveal just how ethical a brand or product truly is:
Packaging
Considerate packaging is key in a world with never-ending waste. An ethical business is going to reduce their ecological footprint by being mindful of the waste production from their packaging. For example, at the very least using packaging that is glass or aluminum as it can be recycled at it's end of use. Even higher on the packaging scale is bio-degradable packaging, such as paperboard, where the product’s package contributes to zero waste and can be composted at the end of it's life.
Ethical Sourcing
This step for businesses involves integrity and time by specifically sourcing out where their ingredients came from and who handled them. Ensuring that each person involved in the process of the ingredients all the way down the supply chains were treated with fairness and equality. It means ensuring suppliers are providing safe working conditions and a positive environment for their workers.
Giving Back
Ethical brands are certainly not expected to give back to charities, but it definitely solidifies their integrity and motives when they do. Many ethical brands will donate a portion of their proceeds to a specific charity or give back to their community to further their good ecological impact on the planet.
It’s ok to be suspicious of labels, especially with those commonly used words such as “natural” or “pure” which look reassuring at a quick glance, but search a little further at the ingredients list, and you’ll see whether those slogans are indeed standing up to their claims. It is also good to note that the factors involved in maintaining a sustainable and ethical brand requires more time and dedication (which is why many brands resort to cut back on costs by taking short cuts). Often sustainable brands and products will be pricier but it comes with the assurance that your money is being invested into bettering the planet with a company that truly cares about the environment and the components involved.
