Sustainability and Brands: Unraveling the Connection

Consumers are becoming increasingly more conscious about their purchases. When brands promote practices related to sustainability, they aim to benefit the environment while also attracting a loyal customer base that values ethical and eco-friendly practices. Below we explore the categories and strategies associated with proving sustainability. 
Sustainability Labels Make an Impact 

There are four common types of sustainability: environmental, economic, social, and technical. Environmental sustainability focuses on using resources in a way that does not harm the environment. Economic sustainability is about using natural resources in such a way that they are not depleted. Social sustainability ensures equal access to resources for everyone, while technical sustainability reduces environmental and ecological risk. 


When brands succeed in proving sustainability practices, Ecolabels are placed visibly on product packaging or in digital catalogs to aid customers in recognizing products that satisfy specific environmental performance criteria. By obtaining sustainability labels, a business can show that its respective products have met certain requirements. They also help brands become more transparent about their practices. It is important to ensure that these labels come from reliable organizations, providing evidence of their legitimacy. 


Not a Passing Trend 

Amazon has introduced the ‘Climate Pledge Friendly’ label for products to make it easier for consumers to purchase eco-friendly products by partnering with a range of reputable external organizations. Through these collaborations, Amazon features 19 sustainability certifications that help customers easily identify eco-friendly products. Two of the certifications were created internally by Amazon. This is a significant move from an online brand that offers millions of products worldwide. Here are some notable certifications: 


  • Compact by Design: Created by Amazon, this certification is for products that have an efficient design that minimizes packaging and shipping waste. These products provide the same functionality as their non-compact counterparts but with a reduced environmental impact. 

  • Pre-owned Certified: Also created by Amazon, this certification is for pre-owned products that meet excellent functional standards. These products are inspected, cleaned, and, if necessary, repaired to ensure they meet customer expectations. 

  • USDA Organic: This certification is for food products that are grown and processed following strict standards that ensure soil and water quality. Producers avoid synthetic fertilizers, pesticides, and genetic engineering. 

  • Fair Trade Certified: A well-known certification, Fair Trade Certified is for products that meet ethical labor standards and promote a fair, sustainable, and transparent supply chain. The certification focuses on empowering and improving the lives of farmers, workers, and communities. 

  • MADE SAFE: This certification is for products made without any known toxic chemicals, ensuring they are safe for human health and the environment. MADE SAFE prohibits harmful substances that can cause long-term negative impacts. 


Amazon has also partnered with various governmental agencies, non-profits, and independent laboratories to develop a range of certifications that promote sustainability across different industries, including clothing, electronics, and personal care products: 


  • Global Organic Textile Standard (GOTS): This is a certification used for textiles made with organic fibers that meet social and environmental standards. 

  • Energy Star: Electronic devices and appliances that meet energy efficiency standards receive this certification. 

  • Rainforest Alliance Certified: This is a certification for food and beverage products that have been sourced from sustainable farms that promote biodiversity and protect ecosystems. 

  • Forest Stewardship Council (FSC): Paper, packaging, and wood products that come from responsibly managed forests and meet social and environmental standards qualify for this certification. 



How Brands Promote Sustainability  
The use of marketing campaigns that promote eco-friendly practices may increase consumer awareness and influence behavior. Businesses can devote a section of their website or social media platform to highlight their practices. Here are two ways brands can start implementing sustainability efforts: 


  • Eco-Friendly Packaging: Packaging material is a significant part of eCommerce. Eco-friendly packaging like biodegradable and recyclable materials help reduce waste. Companies can also use minimal packaging techniques by creating smaller boxes or utilizing eco-friendly cushioning instead of plastic bubble wraps or Styrofoam peanuts. 

  • Renewable Energy Sources: When brands invest in solar, wind, or hydropower to generate renewable energy, they can save money on operation costs and address environmental concerns. 


Promote Eco-friendly Practices 

Brands have a unique opportunity to earn consumer trust by promoting practices related to sustainability through ecolabels, marketing campaigns, and compliance with sustainability criteria. The ‘Climate Pledge Friendly’ label from Amazon is an additional avenue to highlight eco-friendly products. As brands continue to embrace cleaner practices, they contribute to the ongoing effort to address environmental changes. Witz Group is committed to brand success. Witz strives to promote the positive attributes of each one of our partners. Reach out for assistance today!  


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