Aura Arias – Multilingual Marketing Strategist


Sustainability branding


Sustainability in business is the ability of an organization to thrive over time in a way that protects and replenishes resources. 

Although the concept may seem new, sustainability has been around for decades. 

So when we speak about sustainability branding, we speak about the process of creating and maintaining an identity of a specific product, service, or business that reflects the special added value in terms of environmental and social benefits. 

On top of that, as the purchasing power of millennials increases and the population of conscientious consumers continues to grow, authentically sustainable, purpose-driven brands and the people-planet-profit model are winning across the board – economically and socially. 

The fashion industry, for example, is responsible for a large proportion of carbon emissions, water usage and textile waste. Fast fashion in particular has the greatest impact on the environment on social sustainability, garments created in this industry are usually poorly made with unsuitable materials. 

We found a few examples of that;   

The Garnier brand launched eco-friendly packaging in 2021, made from 25% recycled plastic, 100% recyclable and manufactured in factories committed to sustainable development. In addition, they contain products with natural extracts. 

Patagonia is an American company that produces outdoor clothing. The brand has used 87% recycled in their most recent clothing line, and all cotton used is 100% organically grown. More than 64000 workers are part of Patagonia’s Fair Trade program. Patagonia is not a part of the fast fashion industry, they create timeless designs and long-lasting products. 

Levi’s are committed to sustainable denim wear. The brand creates products that last a lifetime, their most popular item the 501 Jeans was first created over 150 years ago. Levi’s plan to reduce their water usage by 80% using the Water<Less technique, as well as reducing their greenhouse gas emissions by 25%. 

Do you prefer to buy in brands that promote sustainability? 

Did you know any brand that their products wanted to protect nature?