We are going to have a further look at sustainable and responsible brands we’re proud to offer at Brand Identity.
As discussed in our last blog, purchasing practices and priorities are changing as GenZ and Millennial generations take a more prominent role as consumers. These buyers prioritise sustainable brands and products.
In this blog were going to continue to highlight how and why a brand should take advantage of the shift:
Totally recyclable and reusable packaging
Consumers look to brands to take the lead in reducing packaging whilst providing more detailed information as to where the packaging was sourced from. Result have a new range of sustainable apparel – Result Genuine recycled – which makes sure all cardboard, tags, and plastic bags are 100% recyclable, reusable or biodegradable. Adopting such standards and choosing suppliers and partners who meet the same standards and benchmarks is crucial in developing a healthy image of social responsibility in the eyes of consumers.
Respect for workers
A brands ethical and sustainable mindset towards materials mustn’t neglect the human resources present in their workforce and the communities surrounding them. Mindful consumers will make sure apparel is ethically manufactured. But directing facilities away from areas where costs are lower may not be financially feasible, or in the best interest of workers in developing countries. Instead a brand should look for a partner who elevates workers conditions and experiences. Stanley/Stella cite fair remunerations and improving worker livelihoods as a major part of their strategy. In Bangladesh they offer wages, benefits and bonuses well above the national requirements. And during the covid crisis they set up their grocery initiative, which allowed workers to receive heavily subsidised groceries during a tough period.
This outlook, reflecting consumer ideals, allows you to keep on top of trends.
This forward thinking sustainable and responsible focus anticipates new trends in other industries. Changes in the music industry has created new opportunities for apparel brands . In the age of streaming, bundle deals play an important role in shifting albums and keeping artists in the minds of listeners. T-shirts and other printed/embroidered merchandise are an important part of these deals, and using sustainable apparel can be crucial, an artists name is their brand, and using anything that isn’t sustainable risks maiming it in the eyes of their younger more mindful audience.
Transparency and openness engenders trust and loyalty in consumers.
Loyalty is crucial. The leading reason for customer loyalty is product quality, but second in creating repeat buyers and brand advocates is sustainability and ethics. Returning customers are likely to spend up to 60% more than a first time buyer. And a successful brand looks to broadcast certification and awards won from regulators and environmental bodies: Anthem is Peta certified vegan apparel; Stanley / Stella is certified by both the Global recycling standard and the Textile exchange organic standard. Stanley/Stella also publish the names and contact details of all suppliers. Consumers need to be reassured that a brand reflects their own ideals and views, and the certification does exactly that.
This transparent approach and sustainable outlook helps to leverage the power of consumers to share information about your company.
Share your companies activities, create content centred around your sustainable approach, and engage followers encouraging them to share. It will contribute greatly to the wider knowledge and awareness of your brand and it’s superior image.
Committing to sustainable practices isn’t easy and requires investment, but it opens up new opportunities for your brand and get an advantage over competitors. Sustainability within the apparel industry is still growing and adopting now could get you ahead – with growing urgency to adopt such measures, getting your uniforms or workwear from organic and responsible suppliers now will mean you’ll avoid playing catch up when adoption becomes a must – a competitive or legal necessity...
