Many companies are taking a new approach to business that goes beyond just making a profit, instead aiming to make a positive impact on society and the environment. The sport & outdoor industry is no exception. Brands in this space recognise the importance of social and environmental responsibility, along with an inherent duty to protect our playgrounds. The consequences of inaction and the price we’ll pay as an industry is self-evident.
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.
Many great brands in our industry are demonstrating their intent to do good, both by driving positive change and embracing brand transcendence. Here are a few that we think are doing an exceptional job in 2023:
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B Corp™ certifies sports values even more clearly: This is how to solve social and environmental problems
Vegan leather: All just greenwashing?
Greenwashing - how deceptive sustainability becomes a problem
Patagonia founder Yvon Chouinard: "The earth is our only shareholder as of now".
Garbage, show us what you can do!
31 sustainability seals you need to know
Silk, hemp, hybrid blends: These are the textile trends of the future
Greenwashing: How to recognize sustainable companies
Circular economy: Sustainable consumption without end
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.