Month: November 2020

Allbirds

Kim Sheehan on

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

Stella McCartney

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by Pamela Herring

1.What the brand is and what it does?

Stella McCartney is a luxury fashion brand started in 2001 that focuses on creating high-end products made from sustainable materials. Since the get-go, Stella has stated that “The starting point is not Design. The starting point is Sustainability,” advocating for ethical fashion and preaching earth-friendly practices.

2. What is its mission?

As stated on the designer’s website, the mission statement reads that “We are committed to operating a modern and responsible business,” and further explains that “We are agents of change. We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future: beautiful and sustainable. No compromises. Each decision we make is a symbol of our commitment to defining what the future of fashion looks like. From never using leather or fur and pioneering new alternative materials to utilizing cutting edge technologies, pushing towards circularity, protecting ancient and endangered forests and measuring our impact with ground-breaking tools.”

3. Why do you think it is responsible?

I believe that the brand Stella McCartney is responsible because sustainability has been weaved into the company since it’s inception in 2001. From the beginning, all knitwear products have been made from re-engineered cashmere, fibers have been sourced from forests to help protect the environment, real animal fur/feathers/leather/skin has never wielded, all wool has been sourced from high quality welfare farms, recycled polyester and nylon are utilized, and synthetic silk made from yeast is beginning to be incorporated into the brand. Also, SM is passionate about measuring its impact via “a breakthrough decision-making tool called the Environmental Profit and Loss (EP&L) to measure and understand our impact on the environment that goes far beyond traditional environmental reporting.” (Stella McCartney) Developed by Kering, this tool is made to assist companies to better understand their environmental impact, and measures “greenhouse gas emissions, water use, water pollution, land use, air pollution and waste across our entire global supply chain. This insight drives innovation and helps us make better, more sustainable decisions on everything we do, from the way we source our materials to the way we make our clothes.” (Stella McCartney)
Sources “Mission Statement.” Stella McCartney, www.stellamccartney.com/experience/en/sustainability/themes/mission-statement/. “Silk.” Stella McCartney, www.stellamccartney.com/experience/en/sustainability/themes/materials-and-innovation/silk/. Franklin-Wallis, Oliver. “Stella McCartney Is on a Quest to Save You from the Fashion Industry.” WIRED UK, WIRED UK, 6 Dec. 2018, www.wired.co.uk/article/stella-mccartney-sustainable-fashion.

Saalt

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by Hannah Reinhardt

The Saalt Cup was founded February of 2018, and the company Co-Founder, Cherie Hoeger constructed the inaugural product, the Saalt Menstrual Cup to meet one simple objective: cleaner, more accessible period care for everyone. Not only does Saalt beautifully showcase menstruation, a necessary bodily function for individuals who have female anatomy, but the brand also addresses common concerns for menstruators all over the world. Contrary to other competitor feminine hygiene product brands, the brand takes a firm stance on upholding the idea that menstruation should be appreciated and that there is power in understanding this unique process. You will not find any messages pertaining to “hiding” or “covering up” or “masking” periods, but rather messages full of “empowerment” and “natural”. The brand is responsible because of the way that they uphold and interlace their innate values through every aspect of the company. Featured on the home page of Saalt’s website there is a simple message to prospective followers. It states,

“We empower people to care for their periods in a healthy and sustainable way,”

Often times, a tagline message such as this is nice to see on a homepage, but the sentiment is quickly lost when you go digging a bit further. It is crucial to identify concrete actions made by the brand toward these ideals or else individuals are left wondering what the purpose of all the fancy language is. Saalt not only pronounces its commitment, but it upholds it in their products, their social outreach, and their corporate structure. Only a year after their incorporation, Saalt became a certified B corporation. This certification emphasizes the overarching mission of the brand to put people (those who menstruate) and planet (with their unique re-usable Saalt period cup design) in the same value proposition as profit.

Glancing at Saalt’s most recent impact report, it is relieving to see that they are the real deal. Their work goes beyond the Saalt Cup—it is about providing menstruation hygiene education, enrichment, and power to women in impoverished and underserved communities. Their co-operative work with other brands such: Beauty Heroes, WISER International, Dreams of the Tropical Youth, Period.org, and many others show that their brand is determined to make a dramatic positive impact by combining with other prominent spheres of influence. Citations: About. (n.d.). Retrieved November 22, 2020, from https://saalt.com/pages/about
Impact: Improving the Lives of Women & Girls. (n.d.). Retrieved November 22, 2020, from https://saalt.com/pages/impact

Outerknown

Kim Sheehan on

by Michael Hampton

Founded in 2015 by 11-time surfing world champion Kelly Slater, Outerknown is on the frontier of sustainable textile practices. They’ve made waves in innovative spaces regarding organic, recycled, and regenerated fibers, fair trade standards for workers, and transparent practice communication. Despite niche audience sanctions in ocean athletes and communities, Slater has ensured Outerknown’s collection of textile and industry knowledge is being shared beyond themselves internally.

Outerknown’s position as a responsible brand is center-pieced by their mission, stated as, “[to] transform the way we outfit the world by inspiring an industry to reimage design and embrace circularity.” Their ethos encapsulates an understanding of nature’s cyclical interconnectivity alongside their industry’s need for creative approaches. As a masthead for purpose, a vast majority of Outerknown’s products and messaging follow these sentimental tenets closely.

Where other well-known sustainable brands such as Patagonia or even the youth-targeted WellMade have dominated the environmental responsibility realm, Outerknown struggles in gaining wider attention. While this lack of awareness proves challenging, the brand’s pioneering attitude and output shows promise in applicability to other fashion brands and groups. Their deeply engrained commitment to sustainable methods for both product and producer is an area of focus other brands should take heed of and move towards. Even certain instances of collaboration with brands such as Levi’s or Breitling are exemplary instances of contextualizing community thinking and collective effort. One of Outerknown’s best contributions beyond the fashion industry has been their transparent approach in sourcing and practice. An example of such would include their photographic, informational PDF known as “The Blue Book”; a compilation of Outerknown’s personal journey of discovering sustainable sources and methods.

While Outerknown holds significant tenets in its sustainable approach, there are facets of branding and messaging that the brand could learn from other organizations. The first to come to mind would be a more invested campaign that utilizes accessible channels such as digital platforming and social media. Despite garnering presence on both mentioned fronts, Outerknown could benefit from a more “thematic” approach in their creative communication. Such could provide the wider audience awareness they need, alongside a “megaphone” opportunity for spreading their wisdom surrounding sustainable practicum.

Visit Outerknown

Marley’s Monsters

Kim Sheehan on

by Chloe Peterson

Marleys Monster’s was founded by a woman named Sarah while on maternity leave in January of 2013. Sarah had been collecting extra fabric scraps over the years and was unsure of what to do with them. She pulled out her sewing machine and went to work trying to create products “with sustainability and reusability in mind.” As the years went on, they continued to make more products which allowed both Sarah and her husband to purse Marley Monster’s full time. After having two kids, they realized the “importance of reducing waste with multi-functional products on both an environmental aspect and cost savings.”

Products at Marleys Monsters range from reusable facial care wipes to reusable toilet paper that they just launched during the 2020 pandemic when toilet paper was hard to find. They also have reusable paper towels that roll together just like normal paper towels. They’re goal to make an eco-friendly lifestyle fun and unique. They are also a BRING rethink certified business because of their commitment to reduce and reuse so there is less to recycle in the first place. On their website, they list their current practices which include but are not limited to, shipping products plastic-free, using recyclable and compostable materials, their breakrooms only have reusable dishes and flatware, and they divert their fabric waster by donating scraps to a local non-profit. Their next, company-wide goal is to earn BRING’s true zero-waste certification and commercial composting.

They’ve crafted their messaging so it’s accessible to their customers. They have clear messaging on their site about their goals, who they are as a company, and where they want to go from here.

Perspectives on Brands and #BLM: BRANDS.TAKE A STAND.TAKE MEANINGFUL ACTION.

Kim Sheehan on

Today’s viewpoint is from MABR student Yangyang Lin.

I was heartbroken and furious to see the protests and riots that happened in the nation in the midst of the pandemic, we are living in a racism pandemic. People lost their loved ones, families were broken, communities were scared, states were on lockdowns, and businesses were significantly affected by the pandemic-driven lockdowns. COVID-19 outbreak has a substantial impact on global economy and personal life, that will last long in our memories. The pain is personal, emotional, psychological, societal, economic and cultural, and it will leave scars.

The racial injustice issue is not the one that organizations or their leaders can ignore. Ben & Jerry’s ice-cream brand took a stand on systemic racism after the murder of George Floyd by inhumane police brutality in May, the statement from Ben & Jerry’s was comprehensive and direct, addressing the historical roots of discrimination in the United States and calling out systemic racism, while advocating specific policies to prevent further police abuses. Ben & Jerry’s ice-cream brand is authentic, courageous, empathetic, resilient, and committed to social goods.

Fortunately, we have observed that many companies including Nike, Netflix, Disney and Facebook have condemned racial injustice in recent days. It is deeply important for brands to take a stand on ending systemic racism and respond to racial injustice to earn or keep the trust, rather than staying silent, how a brand responds to the protests against racism has a big effect on consumers’ likelihood to purchase from the brand. The brands that put action behind their words right now are the ones that stand to build deeper bonds and loyalty among existing consumers, as well as win new business.

However, it is not enough for brands to issue a statement, share a hashtag or promote a one-time donation. Brands need to go beyond public statements to get specific about how they are supporting anti-racism causes and share what they are doing as a business to implement meaningful change. Brands must overcome consumer skepticism and take a concrete action to end systemic racism externally and internally. Anyone at any level of the organization, should take small steps to exercise greater compassion and initiate action that provides needed support and promotes racial justice for Black workers as well as others who are marginalized.

Racism is everyone’s problem because it erodes the fabric of society. Brands, use your power, platform, and resources to help employees and communities overcome these challenges and build a better world for us all. We are all in this together. All of us united.

Perspectives on Brands and #BLM: Genuine Representation Please!

Kim Sheehan on

Today’s viewpoint is by MABR student Alyssa Hinojosa.

Since the Black Lives Matter movement, I have seen how our media culture has been altered significantly. How light has been shed on issues that have been long overlooked or ignored by mainstream society. What has been interesting to watch is the reaction of brands since this movement. In media, news, and production, brands have been taking a stand and using their voice. Some correctly and with good direction, and others with ignorance and personal benefits behind their marketing.

From the media I have consumed and researched, there are a lot of brands who have a great amount of exposure across the world that have not taken the time to educate themselves or learn about the true message of the BLM movement. Its interpretation to a Mexican American woman (me): a little sprinkle of black people here and a little sprinkle of brown people there, make our brand seem like we are taking action on the issue, box checked.

I was talking to a friend who works at a small business in Southern California and we were talking about brands representation in their ads. She retold a story to me about how her marketing team was planning their marketing guide and someone said “We don’t have enough colored people represented in the graphics. Can we change the skin colors of some of the people in the photos?” I was beyond shocked. She explained how they never had mentioned the color of people’s skins in previous marketing guides, never talked about current climate (BLM movement), and never redid policy on a new inclusionary marketing strategy.

So, I have a request before brands speak about race or change their representation strategy of people in their ads, can you please do it genuinely?! Put your money where your mouth is, invest in local communities, get educated, and redesign policy within before speaking on the topic. It’s really hard to buy that you guys (brands) are sincere and authentic in your advertisements if you all of a sudden start incorporate a range of people only after you’ve been exposed about your practices of exclusionary representation!

Perspectives on Brands and #BLM: A plea to brands

Kim Sheehan on

Today’s viewpoint is from MABR student Bryce White.

Another week, another breaking news alert on my iPhone that reads “Black Male Shot Dead bya Police Officer.”

I often question when will this end, but I also often swipe the notification off of my screen with high hopes that it will be deleted from true reality, but I know that is not the case. Even though black males have been murdered by law enforcement for years, is this the new norm? Will my nephew be subject? Will my brother be killed for reaching for his wallet? Will I be killed? Does my life matter? Why do black lives only matter when genocide is the topic? What can brands do? These are questions that ran through my mind recently.

I think we as a society forget how much power and influence that brands have. They also hold a key aspect, and that is their responsibility to change the world for the better. Well the brands that understand that will continue to not only grow from a financial standpoint but grow into a brand that impacts the world. I think brands can impact this situation and create change if they try to understand and be empathetic with people of color and the movement to make the world abetter place, a more human place, a more equal place.

As everyone knows, we can always use the example of Nike and their resilience to be a brand activist for the social movement with Colin Kapernick, but what are other brands doing and how are they helping?A brand that I found committed to change is Kering (parent company to the well known designer brand Alexander McQueen). Kering donated an undisclosed amount of money to the NAACP to help eliminate race-based discrimination in the United States and a campaign (Zero) that aims to combat police violence. I think combating systematic racism and police brutality is a great foundation to foster change and locate a solution to this problem. Brands like this will change the world and allow my future son comfort in the world due to their support, resiliency, and commitment to their social responsibility.

What can brands do?

Brands can follow in the footsteps of Kering and support causes that combat systematic racism, police brutality, and other forms of violence that are directed to specific communities because oft heir race. On the other hand, donations are not the only way to inflict change. Support offers value as well. Brands can support this movement by standing up to systematic racism and police brutality. Social media campaigns are still valued and relevant and can cost zero dollars.Overall, brands have power, capital, and the numbers to influence change, but will their commitment to social responsibility be outweighed by the chance that they may lose money?Only time will tell, but one thing is for certain, and that is that I am tired of being overwhelmed
with fear when a police officer trails behind me when I have not done anything illegal my whole life.

BRANDS PLEASE STEP UP AND DO SOMETHING!

Perspectives on Brands and #BLM: White Discomfort for Effective Racial Advocacy Leverage

Kim Sheehan on

Today’s viewpoing is by MABR student Ashleigh Maier

This year has been a rollercoaster of events and emotions, especially in regard to systemic racism in the United States. I’ve found myself picking up books to better understand racial issues, reading more pieces written by BIPOC writers, and critically thinking about my privilege and contribution to a society that has never been equitable.

All of this to say that much of this content has made me uncomfortable in the most effective way possible. Recently, I’ve been thinking about brands like ​Beats by Dre​ who have leveraged this discomfort to both create powerful ads about the Black experience, and showcase Black voices such as directors Lena Waithe and Melina Matsoukas. In this ad specifically (titled “You Love Me”), the narration “speaks to bigotry and social injustice, challenging viewers to ask themselves howt hey can be so enamored of Black culture and yet ‘hate us so deeply.’” It addresses the critical idea of how white people can reap certain benefits of Black culture, but not have to suffer any of the negative societal constructs and consequences of being born with a different color of skin.

Beats by Dre isn’t the only company I’ve seen address these issues, with companies like ​Nike and ​Procter & Gamble​ creating campaigns as well. In the past, it seemed “good enough” to be better about diverse representation in ads, but in the last six months, it doesn’t seem like that’s enough anymore (and never should have been). It’s important to address racial issues head on in order to help people understand the magnitude of the problem. While it’s not the responsibility of BIPOC folks to educate white people about racial issues, ads such as “You Love Me” createa stage for activism that can feature those willing to tell their stories.Large companies have a platform to stand on, and the power to influence the development of new perspectives and decisions made by consumers. In the past, many companies have chosen to stay silent. But since the next generation is significantly more interested in the social responsibility of organizations, it’s time to hold them accountable for speaking up and out about their values, even those not at the forefront of their mission.

MABR cohort perspective: the luxury fashion market

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Today, Pamela Herring provides some thoughts about the luxury fashion industry.

I have always had a keen interest in the luxury market, throughout these past few months, my interest in this market has further developed into quite a passion of mine, and has quickly turned into a field that I see myself working in later in life, specifically in the lines of corporate social responsibility.

As someone who is interested in sustainability within the fashion industry, a quote that caused me to do a double take was a statement posted on vox.com, stating that “Burberry brought in $3.6 billion in revenue last year — and destroyed $36.8 million worth of its own merchandise.” (Lieber, Vox 2018) Question 1. Why? Question 2. Again… WHY?? (I hope that you feel my frustration through the screen.)

Though public outrage caused Burberry to abolish this practice, according to the article, numerous brands use this strategy and also destroy their unsold goods, too. Richemont, Nike, Louis Vuitton, Victoria’s Secret, and plenty of other well-known retailers use this same practice to “preserve [their] reputation of exclusivity”.

I do understand where these brands are coming from; if their goods are donated, they could easily be resold for less, and could cause the brand image to potentially decrease in value. However, simultaneously, these iconic, high-value companies are wasting tons of materials only to have them be shredded or burned up. It’s interesting to me that the “top of the food chain” brands are the ones that are seemingly the most wasteful, and makes me wonder what kind of unsustainable practices these brands are doing behind the scenes that perhaps aren’t known to the public.

With all of this being said, I do feel for these luxury brands and resonate with why they partake in these choices. But more so, I firmly believe that all brands have a responsibility to make the right environmental choices, which in this case would be coming up with a plan to either having some sort of second-hand system in place for their goods, or making all of their products to order. Hopefully one day I will be in a position to aid in making these choices for brands such as Burberry, and coming up with a strategy to leave a better environmental imprint within the fashion world.

Cole, Brendan. “Burberry Burns Millions of Dollars of Clothes to Stop Them from Being Sold at Discount Prices.” Newsweek, Newsweek, 19 July 2018,
www.newsweek.com/luxury-brands-prefer-burn-millions-dollars-worth-clothes-over-letting-wrong-1032088.
Jonathan Andrews Follow. “Marketing Plan for Nest Thermostats.” SlideShare, 20 Aug. 2015, www.slideshare.net/JonathanAndrews10/marketing-plan-for-nest-thermostats-51868271.
Wicker, Alden. “We Have No Idea How Bad Fashion Actually Is for the Environment.” Racked, Racked, 15 Mar. 2017, www.racked.com/2017/3/15/14842476/fashion-climate-change-environment-pollution.