Sustainablity or Bust

  • Mar 6, 2023

Going green in marketing is getting a lot of attention lately. It’s especially prominent with garments. But what does that mean on a practical level?

Even in the face of inflation, Demand for sustainable products remains high and cannot be ignored. A recent global consumer survey conducted by the IBM Institute for Business Value and the National Retail Federation found that 40% of consumers seek products and services aligned with their values. Further, 60% are willing to change their shopping habits to reduce environmental impact, and of the 80% who say sustainability is important for them, nearly 3 in 4 would pay a premium for sustainable and environmentally responsible brands. From the employer/employee perspective, sustainability is also a great retention strategy, as younger workers are especially likely to expect their employers to be responsible corporate citizens. Although millennials are leading the way as both consumers and employees, the desire for sustainability tracks across all age groups.

So, “sustainability” is clearly important – but what does this big, buzzy umbrella term mean on a practical level? Key elements of a sustainable business model include:

  1. Circularity: What goes around comes around.
    Ensuring sustainable consumption and production patterns is No. 12 on the list of United Nations Sustainable Development Goals, adopted in 2015, with specific targets including “substantially reduce waste generation through prevention, reduction, recycling and reuse.”
  2. Cleaner Operations: Reduce energy and water usage, emissions.
    The supply chain for branded apparel is complex and challenging, especially in the past couple of years. Distributors and retailers has made gradual influencing near the beginning of the chain to make improvements.
  3. Certifications: What to look for in your suppliers and their products.
    Let’s face, these are just too tedious to fully explore in this space. Just be assured that distributors like APTCO are paying attention to programs like Bluesign, OEKO-TEX, EcoVadis, and B Corp. Certifications make sure suppliers aren’t just making empty promises.
  4. Communicate: Make sure your customers know about your sustainable efforts.
    Of course, this is a basic principle of marketing. Doing the right thing is largely wasted effort if the right audience doesn’t know about it. And these days, that especially includes younger people, who are definitely paying attention.

To begin incorporating sustainability into your branded apparel, give us a call at APTCO.

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