Did You Miss the Celebration?

What did you do to celebrate Earth Day last week? Did you go to the parade, watch the fireworks, or dress up in costume? No? Truth is, Earth Day isn’t that kind of holiday. The banks are open, the Post Office delivers the mail, and the kids aren’t home from school.

So, what is Earth Day, really? It’s an annual event to demonstrate support for environmental protection. First held on April 22, 1970, Earth Day now includes a wide range of events coordinated globally by EARTHDAY.ORG including participation in various ways by 1 billion people in more than 193 countries. The official theme for 2023 was “Invest in Our Planet.”

The good news — from the perspective of the promotional products industry — is that clients are clearly more and more interested in making just that kind of investment. At an ever-increasing pace, our customers are turning away from fast fashion and toward sustainable fashion. What does that mean for promo products teams? This provides an opportunity to clearly demonstrate that you and your organization are committed to working with suppliers that have a clothing supply chain that is both ecologically and socially responsible. End-users’ preference for sustainable fashion can reorient the industry toward sustainable practices in sourcing, production, distribution, marketing, and consumption and promo products reps and their customers can play a big part in effecting that change..

If you’re looking for some hard facts to share with reluctant clients, the TRAID charity in the UK has produced a very deep dive into the issues. A quick thumbnail of reasons to kick the fast fashion habit includes:

• The fashion industry produces 150 billion garments a year and 87 percent (40 million tons) end up in a landfill where they smolder and pollute the air.

• Only 1 percent of all discarded clothing is actually recycled.  

• The average person today buys 60 percent more items of clothing than they did 15 years ago, but they keep them for only half as long. The average garment may be worn as few as ten times before disposal.

• The apparel industry is responsible for 4% of greenhouse gas emissions – the same as the countries of Germany, France, and the U.K. combined. Unchecked, fashion production would account for 26% of all carbon emissions by 2050.

There are many compelling reasons why end-users should favor sustainable fashion, but what are some priorities for you when you sit down with your supplier partners? Here are my thoughts —

Go Natural. Consider suggesting and sourcing clothing made with natural fabric fibers instead of synthetic fabrics. Natural alternatives to synthetic fabrics include cotton, linen, bamboo, flax, jute, silk, wool, and alpaca. Look into low-impact materials such as Modal and Lyocell, and avoid polyester, nylon, spandex, and acrylic-- these materials are made from petroleum.

Earth-friendly benefit:  You’ll reduce the amount of microplastics in rivers and oceans that come from synthetic fibers that are shed during washing.

Go organic. Source clothing made with organic fabrics when you can.

Earth-friendly benefit: You’ll play a part in reducing the use of pesticides and herbicides, as well as keeping the Earth’s water sources clean.

Go with sustainable brands. Choose ethical brands that demonstrate they care about the environment, pay their workers fairly, and are transparent across their entire supply chain – not just one part.  Many suppliers promote certain clothing lines as having been made with renewable materials, but still use unethical labor practices to make or decorate the clothing. Make sure to do your research on a brand before you buy from them.

Earth-friendly benefit: You’ll be taking business away from companies that pollute our planet in favor of patronizing ones that care about people and the Earth.

Go for quality over price point. Higher quality pieces last longer. Check the workmanship, like seams and zippers. Source products with durability in mind. Even if it is a somewhat higher price point, it can command more margin.

Earth-friendly bonus: With many more wears, you can position your client’s investment as the value of their customers’ ownership over time.

So, even if you (or your client) missed the party for Earth Day, there’s another one coming up. It’s the same day you make your next sales call. It really can be Earth Day every day if you embrace the concept of being good to the planet as also a very good way to do business.