Transitioning

When a regular brand transitions into a sustainable brand they modify more than their choice of materials. Many sustainable brands choose first to alter their business practices into a more ethical, transparent, and efficient process before electing to use materials that are vegan, cruelty-free materials.

Why do brands do this? Brands attempt to change the ethos of the business through behavioral practices. These small yet repetitive and consistent practices encourage companywide transformation. Consider this change a micro to macro-level transformation that facilitates the external branding of a business once it is ready to publicize its change. Take for example a business that welcomes new employees with a set of stainless steel cutlery, a coffee mug, 100% recycled cotton t-shirt, and a motivational desk calendar. The business encourages employees to reduce their use of plastic by providing an alternative option and reinforcing the notion that it is a company-wide practice not to use plastic.

When a business claims to support cruelty-free, vegan or waste-reducing practices through bold marketing campaigns and overarching mission statements without internal practical application one should be wary. "Green Washing” to camouflage itself as a sustainable brand happens at the whim of corporate leaders in an attempt to align themselves to cultural phenomenons or trends and profit off of eco-conscious and plant-based advocates. Without real infrastructural business changes and behavior guidelines, a brand cannot truly be categorized as a sustainable brand.

Criticism runs rampant across the sustainable business industry, as there aren’t universally accepted metrics to determine how sustainable a brand should be to be labeled a “sustainable brand.”

Depending on the operations of a business, a brand can choose to focus on tackling environmental issues, employment rights, organizational and manufacturing efficiencies.

There is no one way to go about making a difference and having a positive impact on the way a brand does business. For those looking for guidance or a framework, the United Nation’s Sustainable Development Goals are a good place to start. The Global Compact— a non-binding United Nations pact to encourage businesses and firms worldwide to adopt sustainable and socially responsible policies and to report on their implementation— is the ideal point of contact for a business to transition on to the path of sustainability.