Leave a footprint by not leaving a footprint

The demand and prioritization of sustainability with consumers has never been higher, and will only climb. The leading brands of the world are getting ahead of this trend – you should already be on this.

When Buzz Aldrin put footprints on the moon he remarked that it was a sight of “magnificent desolation,” as he tried to comprehend how incredibly barren it was. He would go on to comment in later years that it gave him a new, profound appreciation of how beautifully green and blue our earth is and how he wouldn’t want to stay up in that empty wasteland. While his footprints are still up there unchanged, the world now has the task of making sure our footprint on earth does change. No one wants any magnificent desolation here.

You don’t need to shoot for the moon to make a change in your sustainability while giving your customers the assurance that they are not part of the problem. Using recycled and sustainable materials is not a trend – it’s a mission. Businesses need to see the impact thei r business has on the overall carbon output in our environment as a transaction with the earth – it’s about the demand on the supply of the world. Today, we have the option of making products that not only avoid harming the environment, but also make an impact on the existing waste. Brands that are committed to this mission partner with a branding agency that can tell their story at every touch point from the first Facebook post to their product’s packaging.

Shoe companies are a great example of an industry making a concerted effort to leave wasteful practices behind with a new, sustainable manufacturing process. The fashion industry is responsible for 8% of the world’s CO2 emissions, depending on the reports. Approximately 23 billion pairs of shoes are made each year, and 300 million pairs are thrown out. The shoe industry has realized the responsibility they have to help turn the tide and be a part of the solution. This is why you have seen the titans of footwear turn to branding agencies from cities know for their enviro-concious life styles and thriving art scenes such as Sacremento, Seattle, and Vancouver.

Shoe companies are taking what would be trash and turning it into footwear that satisfies both function and fashion. Who would have thought that there was a way to engineer stylish and sturdy shoes out of used plastic bottles? Well, Adidas, Timberland, and Nike to name a few. This should be an inspiration to smaller brands, and also a challenge. If the big players can make this jump, smaller companies should be jumping too.

There are already local brands making the leap and supporting customers to keep thoughtful purchasing. Local shops know that consumers are taking the time to research and be critical in their shopping decisions. For example, KEEN Garage in Portland and Native Shoes in Vancouver.

As a Vancouver branding agency, we love to recognize local brands that are leading the charge on environmental stewardship and creativity. We’re talking about footwear rockstars Fleuvog. They are a shining example of going beyond listening to their consumers’ needs for sustainability. They’re even showcasing their customers’ ideas and voices. Fleuvog crowd-sources inspiration from their audience to shape their advertising and new product designs. It’s creative ideas like this that lend to why other brands choose to partner with a digital marketing agency. We can’t all have Fleuvog’s marketing team so we must choose the right branding agency to partner with. When you select the right branding or marketing agency your company’s mission can not only be executed, it can grow by leaps and bounds.

Once you’ve started to make this change, own it – let the world know you’re helping to save it! A great example is Allbirds Shoes, who is actively sharing their progress towards 0% carbon emissions in their production. They start by telling their story of their environmental inact, and lack there of, and then the quality of their product. Their customers buy because they feel listened to, because they trust that Allbirds lives their “life” with the same values as their customers. If you’re making a positive impact, you should be proud – let people respect you for it.

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