Why being an environmentally-responsible business matters.
eco-responsible tips
It’s the everyday actions that have the most impact on our lives. From what we eat to the things that we surround us with and, even more importantly, what we leave behind on this earth.
Being a sustainable business is becoming a priority for all kinds of companies, from startups to big brands. According to Forbes, 62% of executives consider a sustainability strategy necessary to be competitive today, and another 22% think it will be in the future.
When it comes to consumers, it’s now clear that the majority prefers eco-friendly options when given the choice, and they are willing to pay more for sustainable products.
68%
of consumers were most likely to opt for paper over plastic when given the choice.
2018 - IPSOS Poll
75%
of millennials are willing to pay more for sustainable products.
Nov 2018 - Generation Green Environmental Journal Online
65%
of a global survey reported they want to buy from purpose-driven brands.
Study commissioned by the Zendo Group.
At Giada Tamborrino Studio we are passionate about acting on climate change, designing out waste from our client’s packaging, and regenerating nature along the process.
Before we dive into some tips on how to be a regenerative, ethical, sustainable business, let’s look at what brought us here.
The old way
The Linear Economy
Until now, the most popular model was the linear economy. Simply put, it consists of three steps: take, make, waste. We start by extracting raw materials from non-renewable, finite resources, using polluting, unethical methods that hurt people and the environment. We then process the raw materials into a product designed to have a limited life cycle, ignoring the consequences of its afterlife. Eventually, we discard the product at the end of their life cycle, which gets disposed of in a landfill or incinerated - both ways create toxic matter that ends up in our ecosystem.
The Linear Economy: Take, Make, Waste.
The way forward
“ We have all the materials we need, they are already here. And true innovation can create new materials out of what we have to give them new values. ”
− Anders Lendager
What would Mother Nature do? She would give back what she takes, in different yet thoughtful ways. A regenerative business can adopt this strategy, that aims to give back resources to the environment, instead of skipping this step altogether.
Along with giving back, recycling and upcycling are a sustainable way forward and a way to celebrate the previous life of materials and give them endless possibilities adding layers of stories. Nothing becomes waste as long as we provide a continuous life to everything we produce. And to do even better, we must stop making non-recyclable stuff and think of giving back to the planet in a useful form.
The Circular Economy
A circular economy works on these principles: explore, repurpose, and create long-lasting products which can be easily kept in the loop. Instead of using raw materials, we start by exploring and researching options from recycled sources to minimize the need for virgin supplies. We do so by regenerating, repurposing, repairing, upcycling, and breaking and remaking existing resources. In the process, we keep in mind the product’s life cycle and its afterlife, and we think of how it can regenerate the Earth along the way instead of stealing from it. The result is a long-lasting item that can be easily repurposed over and over without hurting the environment.
The Circular Economy
The circular economy is a nature-positive economy. Every business should support the circular economy principles so that our planet's biodiversity can thrive, and so do we.
Eliminate waste and pollution
In a green economy, we eliminate unnecessary pollutants that threaten biodiversity. We design products to have value after use (reuse, recycling or composting) so they can wander in the economy rather than become polluting waste.
Reuse and repurpose products and materials
If we reuse and repurpose materials and products as much as possible, we need fewer virgin materials. For example, suppose you choose recycled paper over virgin paper for your packaging. In that case, you will automatically leave room for biodiversity and support wilderness preservation by reducing the amount of land needed to grow the trees used for paper production.
Regenerate nature
To enable biodiversity to thrive, we need to create products and materials that allow nature's regeneration. For example, if you choose mushroom mycelium packaging or hemp fibres instead of virgin paper pulp, you actively absorb CO2, improve the soil's health, and increase biodiversity in the surrounding ecosystems.
The Benefits
By now, I’m sure you know that every business should have a sustainability policy that includes topics such as environment, diversity and inclusion. But why should every business care about being a regenerative business? Besides the obvious reason, which is to heal our planet before we drown in plastic, here’s more:
Role model
Even as a startup, you can set the example and be the leader in the industry by incorporating green practices into your company. If your sustainability message is used truthfully through your marketing channels, it can increase your reputation amongst competitors.
Competitive position
When your business helps your target audience achieve their goals or get as close to them as possible (e.g. produce less waste, reduce their carbon footprint, repurpose their possession, etc.), you speak their love language here. That’s why knowing your audience is crucial - read more about it in this post.
Law of attraction
When you show your true colours, you attract your people. Besides creating connections with potential customers, you also cross paths with other like-minded entrepreneurs, stakeholders, investors and create aligned opportunities.
Inspire action
Environmentally responsible brands inspire their audience to make sure their everyday actions, the ones that matter most, have a beautiful impact. You can encourage the most profound actions with the power of storytelling, so get creative!
How can your business become more eco-responsible?
1 . Review your brand strategy
First, start with the foundations of your business. What does your brand stand for? Does it stand for inclusivity, diversity, and respect for the environment? If not, how can you incorporate those values truthfully?
2 . Envision it
Where are your brand’s strengths, weaknesses and threats? Where does your supply come from? This is the perfect opportunity to evaluate your business and identify improvement areas. Besides reducing waste and energy consumption, is there anything else along the chain that can be done with an eye on the future?
3 . Plan and research
How can you implement new eco-conscious practices in your business? How can your company contribute to a better planet? Are there more eco-responsible alternatives you can consider? Remember to set attainable, achievable goals with the available resources. Switching to a circular economy is not a linear journey, and each brand is unique.
4 . Educate
Everyone involved with your brand should feel inspired and aware of what your business stands for, from your staff to your audience. Make sure everyone is on the same page. Share your knowledge with your audience and teach them how to contribute to a circular economy by repurposing, repairing, or recycling their purchase.
5 . Invest better
Every little matter, even when it comes to choosing your collaborators, suppliers and manufacturers. An ethical business supports companies that have committed to a sustainability policy. A rigid selection ensures your brand stays true to its values without compromising. From green, renewable energy to sustainably + ethically product sourced materials, make sure they all pass the test.
6 . Support your locals
Source your materials as locally as possible to the manufacturing location. Paper and other materials can be quite heavy, which means higher CO2 emissions during transport. Travel could often be avoided if we’d consider the available resources rather than looking overseas.
7 . Increased recyclability
Simple swaps like paper tape, glass or aluminium instead of plastic, compostable filling instead of bubble wraps ensure your products and packaging can be recycled effortlessly. Avoid complex solutions and inseparable materials, and if you must use plastic, make sure you stick to one type so it can be at least recycled.
8 . Circular design
Functional design is essential for a circular economy. This means designing to prevent waste and developing products so that they are easy to recycle and reuse. The focus is on what will happen to a product once it has reached its life cycle. The goal is to keep in the circle as long as possible.
9 . Smart materials
When it comes to solid materials, plastic is often the most convenient option. But plastic is bad, even when bio-based, or compostable, as it’s chemically the same product as plastic and can’t be composted at home. When possible, opt for an eco-friendly alternative, such as glass, aluminium, or steel.
10 . Lightweighting
Sometimes the use of plastic cannot be avoided. But reducing the amount of materials involved can be a good step forward. The same goes for sustainable yet heavy materials such as glass. Can your product be lighter? Can you reduce the weight of your packages, avoiding extra additions?
11 . Eco-friendly packaging
Keep the momentum going even once your products have shipped. To reduce your carbon footprint furthermore, you can opt for eco-friendly materials such as paper tape, starch-based biodegradable peanuts, mycelium, and recycled cardboard. Remember to prefer recycled over virgin: to meet the demand for new cardboard, 47 million tonnes of forest are cut annually in the world, according to the UN. Finally, avoid at all costs plastic fillers, bubble wraps, and styrofoam packaging.
You can go the extra mile and reduce the weight of your parcels, by avoiding unnecessary extras such as catalogues, stickers, thank you notes, etc. Lastly, use the right-size box, to avoid trucks being filled with air. According to PostNord, e-commerce shipments contain an average of 30% air, which gets driven around countries, causing more traffic and more pollution. Pretty pointless.
Read more tips in this article - 5 alternatives for more sustainable packaging.
How can green design improve sustainability?
Sustainable, conscious choices benefit your business, your consumers, the economy and, in the long term, the planet's health and ability to be resilient in the face of a continually changing climate.
A design studio that follows sustainable design principles can help you lower your business's footprint. You can improve your brand’s sustainability and offer your audience a thoughtful brand experience by preventing waste, using every inch of paper to optimize consumption, choosing the right materials and printing finishes, and developing products for better recyclability and accessibility.
The choices we make leave a mark, and we all get the chance to do better. Of course, more energy is likely to be spent when a business transitions to more environmentally friendly practices. But it’s a commitment that is worth it, for brands, the planet and its inhabitants.
I hope this article gave you the boost you needed to take the leap and transition to a more eco-responsible business! I’d love to know more about your sustainability journey, share in the comments below, or let’s chat on Instagram!
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