by: Susan McPherson
Successful, fashion-forward brands like ZADY, Warby Parker, Master&Muse and Helpsy are at the forefront of a growing movement in retail that involves baking corporate social responsibility into the company mission from day one. For these brands, CSR is not some outside, peripheral department—it is at the very core of what they do.
But a socially conscious mission in itself is unfortunately not enough to inspire customers. The key is knowing how to communicate that mission, according to Diane Verde Nieto, founder of Positive Luxury, a London-based membership program and platform that awards brands and companies that are taking steps toward social and environmental responsibility. “Our main challenge has been talking about sustainability to an audience that is completely disconnected from what the concept actually means,” Verde Nieto said.
For those in the corporate social responsibility space, the term “sustainability” has become pervasive—a catchall to describe everything a company is doing to ensure that it is environmentally, economically, and socially resilient. But for consumers—even millennial consumers who favor purpose-driven organizations—“sustainability” can be a counterproductive term. It is disconnected and is often perceived to be at odds with what consumers want: well-designed, stylish products that make them look good and feel good. Surveys by Cotton Incorporated revealed that while a majority of consumers will pay more for “higher quality” clothes, only 26% of shoppers would spend more on clothes labeled as “sustainable” or “environmentally-friendly.”
That’s why Verde Nieto decided to ditch the word “sustainability” altogether in consumer communications: “Our success has come from completely disregarding the jargon of sustainability and even the word ‘sustainability’ itself and to use far more user friendly and inspiring language that gets the point across.”
That approach has clearly played into the communications strategies of ZADY, Master&Muse, Helpsy and Warby Parker. For ZADY, which identifies itself a “lifestyle destination for conscious consumers,” the mission is to “combat the fast-fashion craze by providing a platform for only those companies that care about timeless style and solid construction.” With statements like that and “we can take pride in the style and integrity of each and every piece we own,” ZADY effectively connects with the values of its audience, positioning sustainability as a fundamental element of style and quality.
Master & Muse, the lifestyle brand by Amber Valletta, similarly speaks to the aspirations of its customers, saying that it “bridges the gap between cutting-edge fashion and mindful manufacturing.” The company was founded on the belief that “substance and style do not have to be mutually exclusive.” The brand clearly presents itself as fashion-forward and makes a clear point to consumers—sustainability is style—without using any of the overused terms that proliferate CSR conferences. The same goes for Helpsy, an online retailer that “was founded on the belief that design-forward, cutting-edge fashion can have a social impact, 100% of the time.”
For Warby Parker, purpose is of course a key selling point, with phases like “Doing good is in our DNA” sprinkled throughout the website. Warby Parker—a BCorp and the only eyewear company to go carbon neutral—focuses on its commitment to “meticulous craftsmanship” rather than its “sustainable production” process. Case in point: “Each frame is handcrafted using only the finest custom materials.” Furthermore, the brand has found a simple, effective way to communicate consumer impact: “For every pair sold, a pair is distributed to someone in need.”
For these four brands and many others, having a positive social and environmental impact is certainly not at the expense of style and fashion. These brands build trust with consumers because of their commitment to sustainability—but they do so by communicating sustainable practices in terms that connect with their audiences’ values and motivations. To take sustainable fashion to the next level, it’s time to stop using the word “sustainable.”
This article was taken from here.