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Brands That Embraced The Sustainability Movement And Won
Until recently, most business leaders assumed that going down the sustainability route would lead to lost profits, and worsening business performance. But, surprisingly, the opposite appears to be the case. Companies that take sustainability seriously in everything that they do tend to outperform the market, gaining higher returns.
Why this is happening is still an open question. Suggestions run from selection bias all the way to “being at one with the planet.” But whatever the cause, the effects are clear. When companies choose to look after the environment in everything that they do, they suddenly see benefits. It’s as if the planet is rewarding them somehow.
In this post, we take a look at some of the most sustainable brands out there and why they’re winning.
Beyond Meat
Beyond Meat’s products look like traditional burger patties. And, for most people, they taste pretty similar too. They provide a level of succulence that you just don’t get from other meat substitutes – except, perhaps, the Impossible Burger.
Interestingly, Beyond Meat isn’t sustainable because of its business practices, but rather the product itself. When you eat a traditional beef burger, you contribute an enormous quantity of CO2 into the atmosphere. You also use lots of land, energy, and water in the process, not to mention the life of the animal.
But with Beyond Meat, it’s totally different. The company essentially eliminates the greenhouse gases associated with meat production because it derives all ingredients from plants. Land use goes down by over 90 percent (because you’re not having to grow crops to feed animals). And water consumption also plummets. Overall resource usage is a fraction of what it would otherwise be if you got the meat via traditional means.
Beyond Meat, though, takes its sustainability further by using recyclable and biodegradable packaging. And it uses special inks that won’t harm the groundwater.
Patagonia
Patagonia is an outdoor clothing brand, dead-set on providing the world with all the raincoats and snow gear that it could ever need.
Patagonia, though, isn’t like other brands. The entire corporate philosophy is about going green. Its mission statement says that it is “100 percent for the planet.”
This position makes sense. After all, Patagonia is a company that sells apparel to people who want to spend their time outdoors.
Patagonia’s green approach to business starts with the brand’s marketing. Instead of spending a lot of money on material advertisements, Patagonia now focuses almost exclusively on digital means of communicating with its audience. It appeals to them over social media and through various videos it regularly produces.
To be like Patagonia, build your email list with Facebook ads . Start collecting as many people as possible interested in your brand. Then send them your marketing materials digitally to cut down on costs.
Whole Foods Market
Whole Foods Market is one of the most fascinating and innovative brands to hit the grocery sector in decades. Unlike traditional stores, Whole Foods Market attempts to cut down on the root causes of our unsustainable way of living: our terrible diets and addiction to packaging.
Going into a Whole Foods Market is different from a regular supermarket. For starters, it smells like food, not just-baked bread. You get a combination of nuts, seeds, herbs, and spices whenever you walk in through the door.
The company also eschews plastic packaging where it can. Many customers simply scoop the products that they want out of giant bins, putting them in paper bags.
Ethical Lighting
Ethical lighting wants to fundamentally change the way that we collectively illuminate our rooms. The brand makes lights from a combination of recycled steel and reclaimed timber. It also ensures that the lights use energy-efficient bulbs so that customers can reduce their electricity usage. It was one of the first companies to embrace LED lighting.
Yes Straws
In 2018, the world began a war against plastic straws. People worried about them getting into the groundwater, flowing into the ocean, and killing turtles. But while much of that narrative was overblown, the shift in attitudes towards straws has been quite remarkable.
Yes Straws was one of the first companies to attempt to address this issue. It wanted to change straw material from plastic to something more sustainable to protect wildlife.
The result of all their research was a straw made from entirely natural materials. People could still enjoy their cocktails and cold drinks through a straw. But now they wouldn’t be damaging the planet in the process.
The straws are made of wheat and cane – two natural byproducts of modern farming methods. All Yes Straws does is process them to create a beautiful straw, capable of slurping up all your favorite drinks. It’s all about living a planet-conscious lifestyle.
Numi Tea
Farming is one of the most deadly activities for the planet. It reduces biodiversity and it encroaches on the forests that the planet needs for its very survival.
That’s why Numi Tea does things differently . They want to make sustainability their mission and spread their practices to the rest of the business community. Numi Tea, for instance, makes sure that it only purchases tea leaves from sustainable plantations. It also tries to reduce the CO2 cost of transporting tea from one part of the world to another.
Perhaps, most interestingly, Numi Tea takes a holistic approach to tea consumption. It recognizes that mind, body, and spirit all have to be in alignment if we’re ever going to get the beautiful, pristine planet that we all want. That’s why the brand works with farmers to provide them with safe drinking water. It feels that the world will become a better place once people’s emotions are healthy.
Seventh Generation
Most cleaning products contain harsh chemicals that damage the body and the environment. So that’s why Seventh Generation decided to do things differently. It has pretty much single-handedly revolutionized the cleaning industry, showing people that there are other ways of keeping their homes spotless.
At the core of the company’s offering are products made almost entirely from natural ingredients. There’s practically nothing inside these cleaning products that the natural world doesn’t make by itself.
That’s the main reason for the brand’s success: it’s been able to take all-natural ingredients and turn them into a product that actually works.
Blue Patch
Big online retailers and e-commerce companies are extraordinarily efficient. But they’re not exactly
eco-friendly
: not in the way that consumers hope anyway.
But that’s not true of Blue Patch, a British e-commerce brand trying to change the industry from the inside out. The company sells a range of eco-friendly products, and it packages them in a sustainable way. Most of its stock is wellness brands – everything from beauty products to clothing.
Green Toys
Toys are famously
not green
. Parents give their kids these awful plasticated objects which break after a couple of hours of use and then have to immediately go into the bin.
Green toys, though, are different. They’re creating a bunch of toys made of 100 percent recycled material. And they’re printing them with soy ink – a sustainable form of ink that naturally breaks down in the ground. The toys themselves don’t have the same level of vibrant color you get with synthetics. But they still look really good.
Many toys are made of materials that would have otherwise gone into landfills. For instance, the brand makes many of its toys from plastic milk jugs – disposable packaging that can survive in the environment for thousands of years before eventually breaking down. The brand is also 100 percent US, which reduces transport emissions.
