Conscious consumerism is unstoppable. Whether it be latest product claims, company culture or marketing campaigns, we are seeing target audiences as a whole increasingly hold brands accountable. As a result your brand should be more than just a business; it should be a force for good.
Your brand purpose should define everything that your company does. Your values should be widely understood internally and externally. We call this brand transcendence.
Sandqvist is a Swedish brand that designs sustainable backpacks and bags made from organic cotton, recycled polyester, and eco-friendly leather. As part of their efforts to make conscious changes for their employee welfare, they have now introduced a four-day workweek to increase working efficiency and promote work-life balance (allowing for more time on the trails - yay!).
Ecoalf, a Spanish sustainable fashion brand that creates clothing and accessories from recycled materials; such as plastic bottles, fishing nets, and old tires. They have received multiple awards and recognition for their commitment to sustainability, including the B Corp award, the Schwab Foundation award for Social Entrepreneurship, and were also named one of the "Best of the World" companies in 2022. They offer their buyers a wide range of products to ensure they have conscious clothing for active days and days at home.
Outdoor Afro celebrates and inspires Black connections and leadership in nature. They aim to promote diversity and inclusion in outdoor activities by pioneering the way for Black community-informed design insights in the outdoor industry, Outdoor Afro Inc. develops products directly with brands that serve as stylish solutions for anyone who loves to get outside.
Next up we have Allbirds, a footwear brand known for using sustainable materials like wool, tree fibers and sugar cane in their products. Allbirds have taken another ‘step’ in the right direction having introduced their first-ever CO2-neutral shoe without relying on carbon offsetting. Their popularity has grown exponentially over the last few years and is definitely one to keep an eye on.
What would a top 10 conscious brand list be without Patagonia? Patagonia's founder, Yvon Chouinard, has turned the company into a foundation as part of its commitment to the environment. Patagonia will remain a B Corp company, donate 1% of sales to environmental organisations each year and retain its current management structure.
One for the parents & caregivers amongst us, let's talk about Namuk. They specialise in children's outdoor clothing with a conscious focus on sustainability and durability. They use high-quality materials and production methods to create products that can last for several years. They also have their own repair service and ReUse platform, which allows kids to wear their outfits for as long as possible and then pass them down to other kids, thus reducing waste and helping the environment. Namuk's commitment to sustainability is also evident in their use of recycled materials, avoidance of PFCs, and development of products with biodegradable and eco-friendly materials.
Another brand growing in popularity amongst the eco-conscious buyer is Tentree, a Canadian B Corp brand aiming to manufacture products as sustainably and socially fair as possible, while planting 10 trees for every product sold. They use sustainable materials and have a conscious packaging initiative, with over 85% of products no longer using individual poly bags.
If yoga or adventure is your thing, pRana is a clothing brand that uses sustainable materials such as organic cotton, hemp, and recycled polyester. They have a commitment to fair trade and transparency in their supply chain and were the first fashion brand in the US to be Fairtrade certified.
Popular with the bikepacker crowd, Ortlieb is a German brand that has been producing sustainable waterproof gear for outdoor activities for 40 years. They reduce their environmental impact by using sustainable materials such as PVC-free fabrics and bluesign-certified textiles. This brand is truly one of the ‘OG’s’ of sustainability having focussed on this as a key aim of inclusion within their product range since 1982!
Voited is an outdoor gear brand that uses sustainable materials and is committed to reducing waste. Their products, such as blankets and ponchos, are recyclable and designed to be multi-use - perfect when you're packing light for a wild camp or need a space saving solution for travelling mountain roads in the van!
These brands demonstrate that it is possible to make a positive impact on society and the environment, while running a successful business. By making sustainability and social responsibility a core part of their brand identity, they are creating a better world for everyone. If brands can individually move the dial (even fractionally) in the right direction towards a more positive future, the combined benefits will have a far greater impact.
As an industry, we must be the change we want to see and collectively work towards common goals. Perfection is the number one enemy to action, so try and not let it get in the way of doing the right thing.
SustainabilityWater management and outdoor brands
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