by Claudia Nikolova
Sustainability has become a true buzz word in recent years.”
Sustainability has become a true buzz word in recent years. Even large corporations with foundations well built on traditional (read unsustainable) practices have started to proclaim themselves green. Instead of greenwashing, they’re brainwashing consumers.
However, that doesn’t mean sustainability is the wrong path to take. We had the chance to talk to four incredible women entrepreneurs running revolutionary conscious fashion brands: Sabinna, Flair Atelier, Fabric for Freedom, Conscious House London. Each of them spoke openly about their experience with sustainability. And all of them agreed there are certain myths that hurt the reputation of green business.
Sustainability is budget-friendly
One thing is for sure: certificates cost a lot. Small companies can hardly afford them. The owner can go above and beyond to make the supply chain sustainable but without the certificates it’s virtually pointless. Additionally, the initial costs for eco-friendly technology and materials are higher compared to non-green alternatives.
Nonetheless, research shows that ROI is also higher. All things considered, it’s expensive to found a sustainable business but once you survive the critical period benefits will start to show.
Your business can be 100% sustainable
Like one of the ladies put it “You have to choose your battles.” In order to stay open and profitable you have to play the sustainability cards wisely. Fairness of labor, CO2 pollution, equality, plastic pollution, transparency etc. – you can’t win them all. You must priorities depending on your brand identity, mission, budget and goals.
Businesses claiming to be completely green and ethical are simply deluding their customers and the public. It’s not rare that sustainability is used for marketing purposes.
Vegan fashion is sustainable
Sabinna’s founder, a vegan, declared she’d rather wear leather than vegan clothes. We know how vegans are hard-core in their beliefs so when a vegan admits that vegan fashion is bad for the environment, you have to take it seriously. The main problem lies in fabrics used for production, which are often non biodegradable. Even when fabrics are plant-based, the means and methods for their production are rarely environmentally friendly or ethical.
Each myth can be an article in itself. Would you like to learn more about debunking sustainable business myths? Let us know in the comments below!
Claudia Nikolova A Millennial with an old soul who was born with a passion to make a difference in the world. Currently working for a revolutionary startup because its founders recognized a potential in me I wasn’t aware of. Jumping from content creation, to marketing, selling and what else, I’ve learned versatility suits my character.