Green is the new black: What sustainable brands look like heading into 2021

Green is the new black: What sustainable brands look like heading into 2021

Olivia is a graduate of Dalhousie College the place she specialised in advertising and marketing and developed a ardour for social media technique. Her present function entails creating new methods, inventive workflows and fascinating content material for Sprint Hudson within the UK market.

2020 has been a 12 months of many essential conversations and the atmosphere is prime of the listing. This 12 months, 66% of Raconteur readers noted “extra sustainable” and “environmentally pleasant” as the highest traits they wished manufacturers to have. In a world of excessive market saturation and limitless decisions, it’s inconceivable to disregard what the buyer values. The neatest manufacturers, in flip, have acknowledged this and have applied sustainable practices. Let’s check out how a number of the finest manufacturers incorporate the atmosphere into their overarching methods and the way they use completely different social media channels to unfold their message.


In August of 2020, well-known UK division retailer Selfridges launched Project Earth, a sustainability initiative aiming to alter the way in which customers store by 2025. The challenge is a dedication to utilizing environmentally impactful supplies all through the enterprise and to have interaction with companions, workers, and customers to encourage a shift in mindset. These initiatives lengthen past carrying sustainable manufacturers of their shops. Selfridges launched a resell, hire, and restore service, and has begun internet hosting a collection of in-store occasions targeted on environmental matters.

Because the launch, the model has actively promoted all issues sustainability on Instagram, by championing merchandise that may final a lifetime, posting IGTV movies of interviews with sustainability consultants, and providing discounted incentives for customers who use their magnificence refill providers.

Ben & Jerry’s UK (Unilever)

Ben & Jerry’s UK lobbied for the atmosphere earlier than it was a “cool” factor to do and now they’re on the forefront of environmentally aware manufacturers. Not solely do they make their voice heard by their social channels, they observe what they preach within the manufacturing course of as properly. Ben & Jerry’s sources its dairy and egg merchandise from moral and fairtrade producers and makes use of accountable packaging for each product. In 2017, the model launched a non-dairy option of its beloved ice cream in effort to encourage world change for “the local weather disaster you’ll be able to’t ignore”.

Utilizing its social platforms to its benefit, the model combines lovable graphics with highly effective messages to seize the eye of its viewers. Each submit the model shares on Instagram referring to local weather activism connects to a link-in-bio solution. From there, the model supplies a plethora of content material, together with academic weblog posts, environmental petitions to signal, and movies on local weather change.

Stella McCartney (LVMH)

Stella McCartney is a number one pressure in terms of sustainability inside the style trade. The designer took management of her provide chain in 2016, in a transfer to make sure all merchandise have been being ethically sourced and produced with the atmosphere in thoughts. The model has all the time been committed to producing its stunning items sans fur or leather-based, proving time and time once more that style could be each luxurious, and sustainable.

To advertise the model’s A-Z Sustainability Manifesto, the designer took to Instagram, highlighting key pillars corresponding to Accountability, Timeless, and Easy. When style week rolled round, each photograph of the SS21 assortment posted additionally included an outline of the supplies used for every look, the place they have been sourced, and the way they contributed to the general firm objective of sustainability.


International furnishings large IKEA lives and breathes sustainability in all the things it does. Over the previous few years, the model has launched a “sustainable at home” line of water and vitality environment friendly merchandise, in addition to development on the UK’s “most sustainable retailer”. The corporate, guided by the UN’s Sustainable Improvement Objectives, goals to at some point produce as a lot renewable vitality because it consumes in an try and create a round economic system.

On social, the model has been actively showcasing methods to stay extra sustainably at house. This consists of encouraging customers to repurpose outdated furnishings as an alternative of throwing it out, educating customers on what their merchandise are product of, and even offering followers with the recipe to their latest creation—plant-based Swedish meatballs.

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There are many ways to care for the planet, starting from your plate: our new plant balls have the same texture and taste of our meatballs with only 4% of the climate footprint. To help you try them at home, we’ve teamed up with @Shisodelicious who’s shared how to cook our new plant balls with a creamy polenta, caramelised onions, dill and veggies.​ ​ IKEA plant balls and creamy polenta (serves 2)​ Prep/cooking time about 30 minutes​ .​ Ingredients​ .​ Enough plant balls for two people​ 1 portobello mushroom, or a few regular mushrooms, sliced (optional)​ .​ 250ml water​ 250ml plant milk​ 80g polenta​ 1 bay leaf​ 1 garlic clove, grated​ a handful of chopped fresh herbs, I used dill and parsley (you can use dry too)​ A drizzle of extra virgin olive oil​ Salt and pepper to taste​ 2-3 tablespoons caramelised onions (optional)​ .​ Fresh veggies to taste​ .​ Heat the plant balls and the mushrooms drizzled with a little oil in an ovenproof dish according to the packet instructions.​ Whilst the plant balls and mushrooms heat up, make the polenta:​ Bring the water, milk, bay leaf, garlic and herbs to a simmer in a large pot or frying pan. Once simmering, slowly stir or whisk consistently. Keep stirring vigorously and it will thicken after a minute or two. Stir in the olive oil, salt and pepper and the onions before taking the polenta off the heat.​ Serve immediately, the polenta will firm up quickly as it cools. Whilst it’s hot you can spread it across the plate, topping it with plant balls, mushrooms and veggies. . . . #IKEAUK #WonderfulEveryday #plantball #meatless #plantbasedprotein #meatalternative #easyrecipes #homecooking #recipeideas #foodstagram #meatfreemeals

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Childhood favorite LEGO has been tasked with making its tiny, plastic toys environmentally pleasant. Pledging to make all core LEGO merchandise from sustainable supplies by 2030, the model additionally actively seeks methods by which to make its packaging from renewable and recycled supplies. Essentially the most thrilling half is the LEGO Replay campaign, which is the model’s effort to create a round economic system by passing on outdated LEGO blocks to kids in want.

The model’s current social media hashtag marketing campaign #RebuildtheWorld, promotes repurposing blocks through the use of them in new methods, corresponding to fixing common objects with them. The marketing campaign has garnered over 20.1K posts from user-generated content, with customers creating and sharing posts, movies and reels that concentrate on sustainability.


ASOS has all the time been forward of the curve in terms of e-commerce retailing and its insurance policies on sustainability aren’t any completely different. Since launching ASOS Market, this platform now sees 76% of all objects offered both classic or pre-worn. The model actively promotes the Market and its sellers on its social channels, highlighting clothes care, sustainable decisions, and the best way to restore and recycle outdated garments.

ASOS Market has its personal devoted Instagram account that options the posts of its classic sellers. The account not solely promotes shopping for second-hand clothes, but in addition showcases native handmade merchandise and sustainable charities to assist.

Go inexperienced or go house

There are numerous different notable mentions doing nice issues for the earth, corresponding to Lush Cosmetics and Arket. Sustainability is now not an possibility or a “good factor to do”. Customers are demanding that the manufacturers they assist prioritize and actively hunt down methods to raised the atmosphere. From provide chain proper all the way down to the merchandise on the cabinets, the long run prime manufacturers of the world will likely be people who incorporate sustainable practices as a key pillar of their enterprise.

Sprint Hudson will likely be at DMWF Europe Virtual on 24-25 November 2020. Discover out extra concerning the occasion here.

Photograph by Vincent van Zalinge on Unsplash

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