The world is invested in creating meaningful interactions, whether it be in the digital or real world. Increasingly so, people are looking to ethical, passionate, sustainable brands that are purpose-driven to enrich their lives. Here are five progressive brands driven to make a difference with their mission and values.
Volvo
Volvo Cars has established a reputation for innovation and technology but recently continued to show some heart for the environment. The Swedish automotive manufacturer has announced their Living Seawall initiative in partnership with Sydney Institute of Marine Science and Reef Design Lab. Living Seawall is an effort to combat ocean pollution with modern, divergent solutions.
This is just one of many cogs in Volvo’s environmentally-friendly machine. Volvo is also an active supporter of the UN Environment’s Clean Seas campaign and a founding member of the UN Global Compact. Sustainable practices are driven into other areas of their business too. Volvo’s commitment to sustainability has seen them produce vehicles using recycled materials and develop their vision for electrification, with a goal of putting 1 million electric cars on the road by 2025.
Good Beer Co
The Good Beer Company is a social enterprise that exists to brew and sell beer that raises funds and awareness for good causes. Although Good Beer Co is a purpose-led business, passionate about action to tackle climate change, they’ve undertaken other sizeable social issues including animal rescue and marriage equality.
Great Barrier Beer was just one of Good Beer Co’s was one of their product releases focused on preserving Australia’s iconic Great Barrier Reef in partnership with Australian Marine Conservation Society.
The positioning of their message and product allowed Good Beer Co to engage the mainstream market in a much needed conversation on the state of our environment. Where the more traditional audience may not go out of their way to a protest or sign a petition, they’d happily support a cause close to home while cracking a tinnie. Craft beer is cool. So is saving the environment.
Everlane
Everlane believes “we can all make a difference” with clothes of exceptional quality, produced in ethical factories, and marketed with radical transparency. The online retailer is the perfect example of a company where the internal culture speaks for itself. Their team takes the time to find factories that align with their ethics, choose materials that are sustainable, and design products to be timeless and outlast trends.
Marketers can take note from Everlane’s ability to be transparent and authentic. Transparency for them goes beyond production, it’s also implemented in their pricing. They do advocate for radical transparency after all. This approach allows everything Everlane does to be perceived with value. Even their “sales” are conducted on a good conscience choose-what-you-pay authority. More so, transparency has allowed Everlane to construct ultimate brand loyalty and word of mouth marketing.
Who Gives a Crap
Who Gives a Crap (WGaC) was established when three mates found out that approximately 2.3 billion people do not have access to a toilet. WGaC is a social enterprise thats sell toilet paper made from recycled paper and put 50% of profits into building toilets and improving sanitation in the developing world.
But while their mission is serious they’ve established a brand that is approachable, friendly, and fun to engage with, putting WGaC in the same boat as makeup, paper straws, and mattresses. WGaC has lead by example with their successful marketing strategy being replicated by other companies.
The movement for more world-friendly toilet paper was reinforced in February 2019 with the release of the semi-viral report from Natural Resources Defense Council (NRDC) which is now holding toilet paper manufacturers accountable for their impact. WGaC is the only one thus far that donates half their profits to a social cause.
Feit
Feit is an Australian footwear company with a lot of soul. Designer, Tull Price saw the need for disruption in the fashion industry when it came to design and manufacturing. All pieces produced by Feit are handmade with natural materials. Majority of Feit’s products are made from leather as a byproduct of the meat industry, taking advantage of the durable nature of the material.
Feit understand their audience by meeting their standards for sustainably produced products. So much so that they only produce 60 pairs of each design. They see hand made items as an opportunity to reduce their impact and create products that have heart and meaning.
It’s clear that ethics and brand purpose are highly valued by consumers. Each of these brands are on a different mission, however there are two things they all have in common; they understand the common interest of their audience and they remain loyal to their mission at all costs.