100% biodynamic, sustainably sourced, chemical free cotton? It seems like our carrots aren’t the only thing we’re encouraged to buy in organic form these days.

Let’s be honest: our planet really isn’t what it used to be. Now more than ever, we need to all do our part in keeping Mother Nature not only looking fine but feeling fine.

From fashion to interiors, brands are (understandably) jumping on the sustainability bandwagon. For consumers, having a sustainable product can often be the deciding factor — the tipping point that turns interest into purchase, or the reason they regrettably walk away. But where should you begin?

With so many directions (and misdirection’s) in this tricky field, we’re here to help. We’re sharing some innovative ways to make your brand greener and more eco-friendly.

Prepare to meet your maker

Sustainability isn’t just about saving the planet – it’s also about sustaining those who make the products we sell. Ethical manufacture has become a heated topic in recent years as customers are wanting more transparency around the where, the how and the who of the products they’re buying (check out the Who made my clothes? movement).

This means brands need to consider their social model in the same way they consider their pricing model. What many brands don’t realise is that choosing more ethical manufacturing methods is a great way to harness a larger, more conscious audience. With all the bad press associated with cheap manufacturing & poor working conditions, consumers are demanding their products without the guilt, and quite rightly so!

Need help seeking ethical manufacturers? Ethical Clothing Australia has a database of ethically accredited makers both here and overseas just waiting for your call.

Don’t forget, shipping goods leaves considerable carbon footprint too, so it’s always worth considering making locally where possible. Small brands are some of the front-runners in this movement, so be sure to have a look at what they’re getting up to – The Australian Made website is a great index.

Leave little trace

Your brand’s environmental footprint is probably a much bigger issue than you think. But don’t worry – it’s easier than you might expect to make changes. Simply mixing up your choice of materials and considering more earth-friendly options is a great first step. Many brands are finding new, innovative ways to source and recycle materials without breaking the bank.

The surge of sustainable materials in the fashion industry is by far the best example. Recycled plastics and glass bottles have graced catwalks all over the world for years now, making sustainable - trés chic.

Being sustainable means that your brand could even weave eco warrior materials into its sole philosophy. For instance, hemp, recycled nylons and wools and even organic cotton have become the standard for some big global brands such as Patagonia (see their full materials list here for some inspiration).

It’s no doubt that striking balance between image and model may ultimately change the way in which your consumers view you - for the better!

Good karma

There’s plenty of imaginative ways your brand can pay it forward. Start by considering ways to lend a helping hand to causes that align with your core values. For example, creating a special product range dedicated to a cause you care about allows you to donate a percentage of proceeds whilst raising awareness. But – keep it relevant! Selling bracelets to raise fund for “Save the Trees” doesn’t quite send the right message if the connection isn’t clear.

Get everyone involved – customers, suppliers, stuff, media and all! Brainstorm and execute creative initiatives like design competitions, offering limited-edition items or creating a community event, and donate a portion of the sales to a relevant cause.

Most importantly – mean it!

Philanthropy and sustainability should never solely feel like a marketing ploy. Authenticity is key. When your brand genuinely believes in the cause it supports, your efforts will resonate with your audience, and the positive impact will speak for itself.

It’s important to look at sustainability holistically. Sure, regularly donating to a great cause is important, but if your materials and shipping methods aren’t sustainable, you’re missing the bigger picture. True sustainability is more than just a front – it’s about making responsible, eco-conscious decisions throughout your entire supply chain. Consider every step, from sourcing materials to how products are packaged and delivered. By doing so, your brand can make a more meaningful, long-term impact on both the planet and the people it serves.

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Sustainability: It's Not Just a Trend, it’s a Movement Your Brand Needs to Join