by Cole Rothman
In the last decade, research on consumer preferences has shown that consumers are consistently valuing purpose-driven companies, over their less socially inclined counterparts. Research done by Accenture Strategy suggests that consumers “are making carefully considered choices to buy from companies that stand for a purpose they identify with that reflects their values and beliefs.”1
So then if brand responsibility equals profit, what makes a brand responsible. Responsibility requires that a brand must be purpose-driven and that their purpose must remain a central focus in their future endeavors. The brand must have a moral and ethical decision-making process in place, and should they stray from that process, they should expect to be held accountable. The brand must be committed to social and environmental good, and take concrete action to make. Above all, a brand should be courageous in their pursuit of what’s right and committed to their brand mission and values.
Allbirds is a certified B corporation based out of San Francisco, California. Allbirds is a sustainable shoe company that was founded in New Zealand by Tim Brown, a curious entrepreneur who was well versed in the magical qualities of merino wool. Brown pondered why the sustainable super material hadn’t made its way to the footwear industry. “And with that spirit of wonder, the Allbirds journey began.”2
Allbirds was created to fill the sustainability gap that the existing marketing for athletic and high-end leisure shoes market that had primarily used synthetic materials since its inception in the modern marketplace. Allbirds source all their materials from sustainable sources. The shoes themselves are made of: sheep, trees, beans, sugar, and more. The laces are made from recycled plastic water bottles, and the packaging is 90% recycled cardboard. The company also ensures that all animals used in the creation of their products are treated as humanely as possible.
Allbirds also has numerous partnerships and relationships with organizations and charities around the world to help those who are less fortunate. Allbirds main philanthropic effort that they emphasize is their Soles4Souls program that distributes old Allbirds to communities in need.
Allbirds is exactly what a responsible brand should strive to be. They never waiver from their initial mission. They stay true to their values. They are incredibly committed to making the world a better place, and they are willing to be held accountable through their B-Corp certification. Allbirds is the gold standard for brand responsibility.
1 https://www.forbes.com/sites/jefffromm/2019/01/16/purpose-series-a-purpose-driven-brand-is-a-successful-brand/?sh=37cb3ca2437d2 https://www.allbirds.com/pages/our-story