Today, I want to dive into the blueprint of what it means to build a truly sustainable brand. To do this we’re learning from 7 guests we’ve had on the show who are putting the planet first. These are the brands leading the charge into a future where sustainability will be the rule over the exception.
Did you know that 66% of executives believe a sustainability strategy is essential in today’s market? Plus, 60% of consumers list sustainability as a key criterion when making purchases. These numbers are only going to rise as we feel the ongoing effects of climate change. While sustainability has become a trendy buzzword, it’s crucial that we take it seriously. I’m proud to share insights from these incredible women who opened my eyes to the reality of the industry and guided us on how to navigate this journey the right way. Let’s jump into it! Here are seven key takeaways from brands that are genuinely putting the planet first.
1. Build Sustainability into Your Business from Day One
Kester Black’s founder, Anna Ross, shares a vital lesson: start your business the way you intend to run it. Kester Black has paved the way for sustainability in the beauty space, boasting 100% carbon-neutral products and being a certified B Corp. But it wasn’t always that way. When Anna launched her six nail polish colors back in 2012, sustainability wasn’t a core part of her brand philosophy. As she tried to align her practices with eco-friendly standards, she had to discontinue some hero products that didn’t match her new vision.
The takeaway? Design for sustainability from the outset. It’s much easier to be sustainable if you incorporate it from the beginning rather than trying to retrofit it later. If you’re in the early stages of your business journey, think long and hard about what matters to you and how your brand can look a decade from now.
2. Get to Know Your Supply Chain
If you’re already on your entrepreneurial journey, it’s a perfect time to take a step back and examine your supply chain closely. Charlotte Pinar, founder of Everyday Humans—a pro-planet sunscreen brand—encourages business owners to conduct a Life Cycle Assessment (LCA). This comprehensive evaluation helps you understand the environmental impact of your operations. Plus, as you refine your supply chain, you might discover sustainable alternatives that can also save you money. For instance, 3M saved a whopping $2.2 billion by adopting their Pollution Prevention Pays program.
3. Find Your Sustainability Tribe
Connecting with other founders on a similar mission is invaluable. Caroline Cotto, founder of Renewal Mill, discovered the power of community when she began upcycling food manufacturing byproducts into premium ingredients. In a time where food waste is a pressing issue, there’s a growing community of entrepreneurs eager to share insights and advice. Whether it’s through online platforms, Slack groups, or Facebook communities, engaging with like-minded individuals can offer fresh perspectives and help validate your ideas.
4. Engage Your Community
It’s not just other founders who are excited about sustainability—your potential customers are too! Haley Russell, founder of the dog food brand Chip, realized her community wanted to contribute to positive change. Chip creates high-quality pet food from sustainable sources, like insects and overpopulated fish. By building a community at dog parks and online, Chip’s message has resonated, allowing for organic growth and the establishment of an ambassador program.
5. Be Passionate About Your Mission
Passion is key when building a sustainable brand. Isabel Aagaard of LastObject found her calling when she decided to create reusable alternatives to single-use products, like a reusable Q-tip. When your values align with what you’re creating, it becomes easier to pour your heart into your venture. Remember, starting something new can be all-consuming, so it’s crucial to care deeply about what you’re building.
6. Play the Long Game
Sarah Page, founder of Blue Land, is on a mission to make being environmentally friendly easy. She’s focused on eliminating single-use plastic and has learned that education is a significant part of that mission. Through engaging with her audience on Instagram—offering tips on sustainability—she creates value beyond just selling products. Building a brand that contributes to meaningful conversations takes time, but it ultimately leads to a more significant impact and success.
7. Don’t Give Up!
Lauren Gropper, a pioneer in creating green alternatives to disposable plastic, emphasizes the importance of perseverance. Building a sustainable brand is not a sprint; it’s a marathon. There will be challenges, and moments when you might feel like giving up, but remember: successful people don’t quit. Keep pushing forward, even when it gets tough.
In Conclusion
These insights from trailblazing entrepreneurs highlight how crucial sustainability is in today’s business landscape. It’s an exciting time to be part of this movement, and there are countless opportunities to create meaningful change. I hope these learnings inspire you as you build your own sustainable brand. If you’re listening to this episode, consider sharing a screenshot on Instagram or leaving a review to help others discover these valuable insights.
