Over 84% of global respondents said they are more inclined to buy from a brand whose values align with their own. This number jumps to well over 90% when you look at Gen Z respondents. Connecting shoppers with your brand values is at the center of solving the sustainable puzzle in eCommerce, and according to Forbes, in 2023, Sustainability will no longer be optional.
Make sense of the new trends and consumers’ demands by exploring some of our members’ sustainable programs.
Harper Wilde
Empowering women has been part of Harper Wilde since day one. Education and empowerment are at the core of everything the brand is doing.
Sustainable impact:
Since they launched their recycling program: Recycle, Bra, they recycled over 87 000 bras.
Why it matters:
Donation centers don't accept worn bras. There are over 30 pieces used to construct a single bra, making them a tricky item to dispose of sustainably. When Harper Wilde couldn't find a way to sustainably dispose of old bras, she decided to create the industry’s first bra recycling program: Recycle, Bra.
Got questions? Reach out to our Community member
GANNI
GANNI is a state of mind more than a way of dressing. It’s about making women feel like they are capable of anything. Sustainable impact:
More than 70% of their clothes are certified organic, lower-impact, or recycled.
Why it matters:
In 2019 GANNI launched their Responsibility Gameplan, which was put in place to kick-start their ambitions of becoming the most responsible version of themselves. The Gameplan comprises 44 goals to be reached by 2023 and takes a holistic approach to responsibility. In 2020, they achieved a total of 15 out of the 44 goals and 30 by the end of 2021.
You can read more about their achievements in the GANNI 2021 responsibility report.
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Dr. Martens
Dr. Martens’ appeal to people who have their own individual style but share a united spirit – authentic characters who stand for something. Sustainable impact:
Since 2021, 100% of Dr. Martens’ upper leather came from LWG certified tanneries.
Why it matters:
Dr. Martens’ commitment is to leave things better than they found them. In 2021 they carried out a materiality analysis to review and understand the brand’s environmental and social impacts, risks, and opportunities. Using these findings, they identified key areas and developed ambitious long-term Commitments.
You can read more about their achievements in Dr. Martens 2022 sustainability report.
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Dr. Squatch
Inspired by a love of natural products, Dr. Squatch’s founder Jack began creating his own natural soap in his garage. Since then, Dr. Squatch's mission has remained the same: to raise the bar for natural products and change the way men approach their personal care. Sustainable impact:
From the start, Dr. Squatch’s products are 98-100% natural in origin.
Why it matters:
There are a lot of so-called “natural” products out there, but the truth is, many of them aren’t really that natural at all. That’s why Dr. Squatch is dedicated to sharing how they make their products and what they put in them.
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The Dopple
The Dopple was created to make parents’ lives just a little more sane and a lot more fun, to save parents time and money, and to help them feel like the cool parent they are. Sustainable impact:
On top of The Dopple’s business model, Dopple’s marketplace, ReDopple, lets parents pass pre-loved pieces on to the next little one—and make some cash for the next Drop.
Why it matters:
Massive production minimums mean that brands, both big-name and boutique, have to place massive orders with manufacturers. Most of the time, the clothes you see on store shelves (both virtual and IRL) won’t sell all the way through at the end of a season.
The Dopple found a meaningful way to slow down, and ultimately extend, the lifespan of children’s clothes. Intercepting perfectly cute, brand-new overstock and past-season pieces on their way to the aforementioned warehouses and landfills is how they get it done.
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Sustainability is a journey, and with the right marketing campaigns, partnerships, and best practices, brands can increase engagement, build brand loyalty, and help the environment while doing so.
Take a closer look at some tried and tested sustainable marketing campaign ideas on the Yotpo blog with the 8 Impactful Marketing Campaign Ideas for Brands article or watch on demand on Yotpo Community: