Judging from recent industry news, this sustainability thing might actually catch on. But based on conversations I’ve had with end users, they think they’ve been the tail that’s wagging the dog for responsible sourcing up until now—and they’re right. That said, putting real emphasis on the end of feet-dragging on sustainability in products and packaging should be a priority for all of the supply chain, but as we know, suppliers have been slow to embrace recycled packaging for one simple reason—the desire to avoid additional costs when margins are already thin.
The good news? There are some exceptions. Some suppliers have been savvy enough to get out ahead of the curve, seeing some market differentiation opportunities. Take Top 40 supplier Vantage Apparel, who announced the switch to recycled packaging for their custom soft goods, replacing shipping in virgin poly bags as early as next month. Vantage is working with EcoEnclose, a manufacturer of eco-friendly packaging supplies, to source recycled poly bags. The latest announcement is being positioned as part of Vantage’s overall sustainability strategy, which includes the Earthwise line of apparel made with recycled polyester from post-consumer plastic bottles. For Vantage, the sustainability strategy has been in the works for a while now. Last year the company partnered with 1% for the Planet, donating the equivalent of 1 percent of gross sales from the Earthwise collection through a combination of monetary, in-kind, and approved promotional support directly to environmental nonprofits.
According to Vantage, the 100% recycled poly bags are made from post-industrial scrap and provide a durable, biodegradable solution to protect garments from dust, dirt, and moisture during transit. “Vantage is excited to take this important step toward sustainability,” Marc Loeb, COO of Vantage Apparel said. “We will continue to seek efficiencies internally and with production partners, as we work towards our goal to manufacture and ship with the least amount of environmental impact as possible.”
What about you? Have you wondered what you and your company could do to stem the tide of billions of pounds of plastic that ends up in the ocean each year? While striking out on your own might seem like a daunting task, Nicole Delma isn’t waiting, and she thinks she can even enlist help from Amazon. Delma is researching how to pilot plastic-free Amazon packaging in her hometown on Long Island, NY, and she started a Change.org petition to get Amazon to offer plastic-free packaging as an option. As of this writing, the movement is growing, and she’s nearing her goal of 500,000 signatures. The solution, according to Delma, is to recognize that thousands of the products on Amazon are shipped with unnecessary plastic wrapping and cushioning materials, often in boxes that are way larger than they need to be. The petition is relatively simple, but the way to cover the additional cost is still open. Delma and her half million friends are petitioning Amazon to consider offering a “plastic-free” option at checkout and “plastic-free labeling” available for sellers who already choose eco alternatives. If you’d like to help, visit Change.org and sign Delma’s petition, and maybe pitch in a couple of bucks and tell your friends.
Finally, here’s an interesting concept in marketing from the fashion world you might like to share with your clients. Aerie, AEO Inc.’s lingerie and lifestyle brand, announced its sustainability initiative by launching a new swimwear line called Real Good Swim. The collection is made from a fabric called Repreve, which is more than 80 percent recycled post-consumer plastic. “What I love about this campaign is that it is all about helping customers navigate what sustainability means when it comes to fashion,” Jen Foyle, Aerie’s global brand president, told Fast Company. “Part of what I tell people is not to buy more clothes unless they really need them, and when you need something, buy something you really love and that makes you feel great.”
But the most fascinating part of the Aerie launch isn’t about making swimsuits, it’s about brands doing what they can to effect change. This is an example of how you can introduce and perhaps even leverage the topic of sustainability in conversations with your customers and prospects. Aerie’s Foyle says, “This collection is about more than just creating environmentally responsible products, it’s also about encouraging conversations around protecting our planet and embracing a lifestyle that reduces waste.” Imagine that—using a product presentation to open a much bigger conversation on how your clients can help save the planet!
Jeff Jacobs has been an expert in building brands and brand stewardship for 40 years, working in commercial television, Hollywood film and home video, publishing, and promotional brand merchandise. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He retired as executive director of Quality Certification Alliance, the only non-profit dedicated to helping suppliers provide safe and compliant promotional products. Before that, he was director of brand merchandise for Michelin. Connect with Jeff on Twitter, LinkedIn, Instagram, or his personal blog on Tumblr or jeffreypjacobs.com. Reach out to him on email at jacobs.jeffreyp@gmail.com.