Sustainable Branding Practices

Greenwash like a pro, part 2: (after my first post went viral) Lesson # 2: "The airport on a path to CO2 free, net zero future." 5 reasons why this ad is misleading: 1. "Net zero by 2035" ↳ covers only buildings, cars, or electricity ↳ not 99% of their footprint: the flights ↳it's like a coal plant saying it's green, because the office runs on solar 2. "Munich airport will reduce ... " ↳ “will” = future promise, not action ↳ I could say: "I will become a # 1 heavy-lifter by 2035.” ↳ it sounds cool. it doesn't make it real 3. "... it's own CO2..." ↳ “own” = Scope 1 and 2 only ↳ excludes 99% of the CO2: Scope 3 ↳ no jet fuel, take offs, or landings are included 4. and finally: "net-zero." ↳ net zero ≠ zero ↳ CO2 is still produced, just a lot less ↳ this is usually achieved with offsets & cuts 5. "Our path to a carbon-free future" ↳ nothing is carbon-free ↳ even renewables need steel, cement, or rare earths ↳ this is a slogan, not a scientific claim Don't get me wrong - I support real actions to a cleaner future. But there is a fine line with misleading consumers. It took me 1 hour to unpack this, and I've worked in sustainability for 11 years. What will a regular passenger think? Anyway.. I have more like these... Should I just keep going? 😂 PS: Yes, I fly, sometimes. I’m not perfect. But at least I don’t run ads calling it sustainable. #sustainability #climatechange #circulareconomy

Would you change what’s on your plate if you knew its carbon footprint? 🌱🌍 Most of us want to make climate-friendly choices, but when it comes to food, the knowledge gap is real. How many people know that producing 1kg of beef emits 60kg of greenhouse gases, while 1kg of peas emits just 1kg? New research propose a simple solution: carbon labels that highlight whether food is animal- or plant-based can significantly shift purchasing decisions toward lower-emission options. In experiments across Australia, the U.S., and the Netherlands, this label design made people more aware of the environmental impact of their choices—and more likely to opt for plant-based meals. 🌱 Why does this matter? Agriculture is responsible for nearly one-third of global emissions By redesigning food labels to connect emissions with their source, we empower people to turn good intentions into impactful #climateaction. Some forward-thinking companies are already testing carbon labels—could this be the next big step in sustainable food systems? read more here 👇 https://lnkd.in/eWDMv4Gi

France just made history—by calling out ultra-fast fashion for what it is: A Planetary Liability. On June 10, 2025, the French Senate approved groundbreaking legislation to curb the environmental and social damage of ultra-fast fashion. It’s bold. It’s overdue. And it should ripple far beyond France’s borders. ⚖️ What does it do? - Introduces a €5–€10 (by 2030) eco-tax per item on ultra-fast fashion --> Stop dumping clothes to fast digital cycles - Bans advertising and influencer promotion of these products --> Stop misleading Tiktokers and Insta Influencers - Mandates eco-score labels to expose product impact --> Stop Green washing - Rewards slower, more circular brands with bonus-malus incentives --> Encourage ecodesign But here’s the real shift: "Ultra-fast fashion" is now defined in law as: 1- High-volume 2- Low-durability 3- Lack of reparability Yes, names like #Shein and #Temu come to mind. This is regulatory foresight in action. A clear message: Speed without responsibility is not innovation—it’s erosion. But the real question is: Is ultra-fast fashion the only threat to circularity and justice in the industry? Because while France steps forward, parts of the EU are debating watering down the Green Claims Directive —and delaying broader legislation that could hold all players accountable for repairability, recyclability, and material stewardship. We need more than tactical wins. We need systems thinking. What other bottlenecks should regulation address? And how do we ensure ambition at the EU level matches the urgency we’re seeing from national leadership? 📷 photo credit Emanuele Morelli #CircularEconomy #TextileRegulation #FastFashion #UltraFastFashion #France #EPR #GreenClaimsDirective #EUtextiles #SustainableFashion #EcoDesign #Legislation #Accountability #PolicyForImpact

Sustainability marketing and sustainable marketing are often considered the same thing but they are not. As Paul Randle would often say in our workshops 'Sustainability marketing is dead!'. Sustainability marketing is communicating your company's wider sustainability plans. Sustainable marketing is embedding sustainability into every single aspect of your function from branding and strategy to tactics, governance, and most importantly how you define success. Sustainability marketing is very faddy and sits perfectly with marketing's obsessions with trends. It came in, everyone became obsessed with it and now people are saying does it really matter? Well, I can completely see why. Brands are being pulled across the embers left, right and centre for greenwashing, socialwashing, purposewashing, lacking sincerity, lacking authenticity, lacking integrity, and most importantly not being considered trustworthy. And why is this happening? Firstly you have marketing teams who do not understand sustainability and secondly, you have a marketing function that despite communicating sustainability plans, continues to use business-as-usual (BAU) channels, toolkits, branding strategies, and planning, etc which continues to lead to mass overconsumption, inadequacy marketing, funding of misinformation, ad fraud, driving debt up, driving suicide rates up, complete lack of contextual care when targeting customers, enormous operational carbon footprints and waste streams and a detrimental brainprint (to name but a few). These problems won't go away unless we properly embed sustainable marketing thinking. We need to not only communicate sustainability but we need to act, feel, be, do it as well. Taking this approach has its benefits as well, it will enable brands to: - Stay ahead of the legislation ramping up - Help companies hit their Scope 3 emission reduction targets - Offer a long-term competitive edge - Drive efficiencies up and thus saving costs - Deepen connections with customers I know I live and breathe this space but I really see no other option but to take the sustainable marketing route. It just makes business sense plus you will have a team that is fully engaged because they know they are no longer being part of the problem. #marketing #advertising #sustainabilitymarketing #sustainablemarketing

𝗠𝘆𝘁𝗵 #𝟰 – “𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁𝘀 𝗗𝗼𝗻’𝘁 𝗦𝗲𝗹𝗹” "We launched a sustainable product, but no one is buying it.” This is one of the most recurring discussions. Let’s unpack this, because in most cases, it’s not the sustainability that’s the problem. 𝗧𝗵𝗲 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗧𝗿𝗮𝗱𝗲-𝗢𝗳𝗳 One of the biggest mistakes? Designing a “green” product with the planet in mind… and forgetting the customer. I’m thinking of Nike’s Trash Talk shoe: launched with the best intentions, made entirely from factory waste, a pioneering attempt at circularity. But it flopped. Why? Because, quite frankly, it looked like trash and didn’t perform like a Nike shoe. Fast forward to Nike Flyknit: same ambition, better execution. Engineered from 60% less waste, lightweight, durable, high-performing. It didn’t just meet the bar for a performance shoe, it raised it. And it became one of Nike’s best-selling shoes. 𝙇𝙚𝙨𝙨𝙤𝙣? Sustainability is a feature, not an excuse. The best sustainability products elevate the customer experience, they don’t reduce it. 𝗧𝗵𝗲 𝗣𝗿𝗶𝗰𝗲 𝗧𝗿𝗮𝗱𝗲-𝗢𝗳𝗳 Here’s another hard truth: many sustainable products are simply overpriced. True, oftentimes they are more expensive to produce - but is it really fair to expect the consumer to absorb 𝘢𝘭𝘭 the extra cost? A Kearney study found that most green products are nearly twice (!) the cost of conventional ones. They also found that a simple shift from a relative to a fixed margin pricing could solve the issue. Fair Milk, for example, was introduced so farmers could make a decent living. Instead of applying the typical relative margin across brand owners, wholesalers, and retailers (which would have brought the liter of milk well over €1), they added a fixed 10-cent premium, one that the majority of customers accepted right away. 𝙇𝙚𝙨𝙨𝙤𝙣? If you add your sustainability premium to the production cost, all the other profit margins stack up quickly. 𝗧𝗵𝗲 𝗦𝗮��𝗲𝘀 𝗧𝗿𝗮𝗱𝗲-𝗢𝗳𝗳 And now for the part we don’t talk about enough: sales. Companies have sustainability products in theory, but they never make it into the client conversation. Why? Because your sales team is either not incentivized or not confident enough to sell them. Sometimes it’s structure: bonuses tied to volume, not value. Sometimes it’s discomfort: salespeople feel like they don’t know enough about sustainability to bring it up. And sometimes, they just don’t believe in the story. If your sales team isn’t trained to sell your sustainable offering, they won’t. And that’s not a sales issue, it’s a leadership and communication one. 𝙇𝙚𝙨𝙨𝙤𝙣? If sustainability is part of your offer, it needs to be part of your sales muscle. 𝗕𝗼𝘁𝘁𝗼𝗺 𝗹𝗶𝗻𝗲: If your sustainable product isn’t selling, chances are it’s not the sustainability that’s broken. It’s the pricing. It’s the performance. It’s your internal incentives. Sustainability doesn’t excuse bad business logic, it demands better.

In the last 24 months we identified 300+ new legislations related to climate change and over 10% of them have elements assessing green claims. But what are the steps for a business to comply with the upcoming legislation in the EU? To comply with the EU's greenwashing regulations and avoid misleading consumers, companies should take the following steps: 1. Review and audit all marketing materials and environmental claims: Businesses should conduct a thorough review of their marketing materials and environmental claims to ensure they align with the regulations. This may involve consulting with legal and sustainability experts to identify potential areas of concern. 2. Substantiate environmental claims: Companies must provide evidence to support their environmental claims, using credible and verifiable sources. This may include scientific studies, third-party certifications, or government data. Companies should be prepared to disclose this information if required by the regulations. 3. Rigorous carbon accounting:  To prove one’s environmental impact, you will have to back it up with data. Companies must diverge from industry averages when calculating the footprint of a product or service. It is important to leverage primary activity data with already existing proof, for example, your scope 1 and 2 can be easily tracked through energy invoices, bills and such. Then, the golden share still is represented from scope 3 emissions, but it is important for companies to start backing up their claims with proof and data. 4. Implement standardised environmental labels: The EU Commission promotes using standardised environmental labels, such as the EU Ecolabel, to provide consumers with reliable information about a product's environmental performance. Companies should consider adopting these labels where applicable to demonstrate compliance with the regulations. 5. Train employees on greenwashing and regulations: Companies should provide training to their employees on greenwashing to ensure that all relevant personnel understand the implications of these regulations and can identify potential compliance issues. 6. Continuously monitor and update marketing materials: Businesses should regularly review and update their marketing materials and environmental claims to ensure ongoing compliance with regulations. This may involve keeping abreast of new developments in sustainability research, as well as changes to the regulatory environment. To understand further how the EU greenwashing regulations will impact your business, have a read here: https://lnkd.in/egrfuk6h To understand green-related terms, have a read here: https://lnkd.in/eznWaTZ5 #greenwashing #sustainability #co2 #eu #co2 #esg #compliance

The ABCs of Greenwashing 🌍 Greenwashing weakens trust and slows down meaningful progress. When companies present overstated or unverified claims, it creates confusion across markets, misleads stakeholders, and reduces pressure for real change. The cost is not only reputational, it also undermines the credibility of sustainability efforts more broadly. As sustainability becomes a business priority, the risk of misleading communication continues to increase. The pressure to report progress has led to claims that are not always backed by substance. Recognizing the signals of greenwashing is essential to ensure integrity in reporting, communication, and strategy. The ABCs of Greenwashing is a practical reference that outlines common red flags, from vague wording and selective data to unverifiable targets and weak transparency. These signs often appear in sustainability reports, websites, product labels, and corporate campaigns. There is a growing demand for better sustainability communication. However, clarity must come with accuracy. Narratives that focus on ambition without showing results raise concerns. Authentic communication requires alignment between commitments, measurable progress, and public disclosures. Expectations are shifting. Stakeholders, regulators, and investors expect more than general statements. Claims must be supported by credible data, meaningful metrics, and consistent reporting. The absence of independent verification or full scope analysis is no longer seen as acceptable. Regulatory frameworks are evolving to address this. New directives and standards are increasing pressure on companies to validate their statements with clear evidence. This shift will affect how sustainability is communicated, measured, and governed across sectors. Avoiding greenwashing requires clear internal structures, cross functional accountability, and regular review of communication practices. Sustainability performance must be integrated into operations, not added as a marketing layer. This is not a communication issue alone. It is a strategic and operational matter. Claims must reflect business decisions, investment priorities, and outcomes that can be tracked over time. The ABCs of Greenwashing is a reminder of the need for precision, transparency, and consistency. Improving the quality of sustainability communication is essential for building trust, reducing risk, and advancing long term business goals. #sustainability #sustainable #business #esg #greenwashing 

Refillable packaging: Unlocking mass adoption. Consumer unfriendliness is the No.1 reason refills fail. It’s a strategic imperative for beauty brands aiming to connect with eco-conscious consumers. Despite clear benefits, friction persists. Scaling requires removing emotional and practical barriers. The global refillable packaging market, valued at $42.5B in 2023, is set to reach $53.6B by 2027 (CAGR 6%), yet adoption remains limited beyond early users. >>Offer tangible INCENTIVES<< Build loyalty programs around refill usage, offer discounts, cashback, or exclusive perks for bringing back containers or purchasing refills. Make the economic benefit visible. For example, L’Occitane reports that 90% of its eco-refill users return due to cost savings alone. +74% Gen Z consumers say they are more likely to be loyal to brands that reward sustainability behaviors. >>SIMPLIFY Customer Journey<< Make it as easy as buying new. Remove friction with subscriptions, simple e-commerce, clear refill stations, and mobile support like QR codes. For example, a pilot by Unilever, simplifying the refill station process led to a 54% increase in repeat usage. +39% consumers cite inconvenience as the main reason they avoid refills. >>Communicate: Radical CLARITY<< Educate consistently with signage, staff, social media, and tutorials. Tackle hygiene concerns and be transparent, especially in beauty. 78% Gen Z want to know exactly how sustainability claims are delivered. +Only 28% consumers fully understand how refillable systems work. >>Overcome psychological BARRIERS<< Use behavioral nudges to frame refills as smart, ethical, and cool. Ease entry with reminders, trials, and starter kits. Rebrand refills as “recharge” or “reset” to fit lifestyle identity, key for Gen Z, who value purpose-driven choices and routine-friendly solutions. >>Create a CULTURE of Refill<< Make refillables part of the brand's community narrative. Spotlight real users in your social media. Use UGC, testimonials, and influencer partnerships to normalize refill culture. +32% higher conversion rates for refillable lines in Brands using social proof tactics. >>Design for APPEAL<< Make refill packaging premium, ergonomic, and stylish. Gen Z and Millennials value aesthetics as much as ethics. Think luxury materials, modular formats, and personalization. Fenty Beauty, for example, turns refills into fashion statements. +67% consumers say refill packaging lacks the design appeal. Final Thoughts: Refill is a movement, if friction is removed. Objections are design and communication challenges. To go mainstream, make sustainability the easy choice: incentivize, educate, simplify, and celebrate reuse. Find my curated search of examples and get inspired for your next success. Featured brands: Aime Wild Susanne Kaufamann Stich Make Sense Fenty Edone Maya Happy Me Laneige Fara Homidi Fils #beautybusiness #beautyprofessionals #sutainablepackaging #refillablepackaging

🚨 THE CLIMATE WIN YOU PROBABLY MISSED 🚨 The French Senate has passed groundbreaking legislation taking direct aim at ultra-fast fashion. Targeting brands like SHEIN and Temu, this law challenges an industry built on overproduction, waste and exploitation. As I shared at The Business of Fashion last year, it would take decades to recycle what fast fashion brands produce in a matter of days. And there is already enough clothing on the planet for the next 6 generations of humans. This is why this legislation is more important than ever. Here’s what’s coming: 💵 Eco-tax: starting this year, each ultra-fast fashion item will carry a €5 environmental surcharge; doubling to €10 by 2030. 🚫 Ad ban: all advertising for ultra-fast fashion will be prohibited, unless it's promoting circular or sustainable models. ⚖️ Influencer accountability: fines for influencers who promote unsustainable fashion brands. 🔍 Transparency mandate: brands must display an “eco-score” on every item sold, covering carbon footprint, resource use, recyclability, and more. ♻️ Funding the future: eco-tax revenue will be funnelled into France’s sustainable fashion sector, rewarding brands that embrace circular models. Now, there has been valid criticism that the bill doesn't go far enough — major European retailers such as Zara and H&M are exempt from everything but environmental reporting. However, this is still a critical step in the process; especially for an industry that has largely evaded accountability. We must build on this momentum, and expand the legislation to encompass ALL fast fashion producers. Kudos to the incredible organisations and campaigners who have paved the way to this moment: Fashion Revolution, Fashion for Good, Global Fashion Agenda and many others. . . . . . #climatecrisis #climatechange #sustainability #fashion #sustainablefashion #climateaction #fastfashion #shein #temu #France #regulation #CircularEconomy

As International Women’s Day nears, we’ll see the usual corporate gestures—empowerment panels, social media campaigns, and carefully curated success stories. But let’s be honest: these feel-good initiatives rarely change what actually holds women back at work on the daily basis. Instead, I suggest focusing on something concrete, something I’ve seen have the biggest impact in my work with teams: the unspoken dynamics that shape psychological safety. 🚨Because psychological safety is not the same for everyone. Psychological safety is often defined as a shared belief that one can take risks without fear of negative consequences. But let’s unpack that—who actually feels safe enough to take those risks? 🔹 Speaking up costs more for women Confidence isn’t the issue—consequences are. Women learn early that being too direct can backfire. Assertiveness can be read as aggression, while careful phrasing can make them seem uncertain. Over time, this calculation becomes second nature: Is this worth the risk? 🔹 Mistakes are stickier When men fail, it’s seen as part of leadership growth. When women fail, it often reinforces lingering doubts about their competence. This means that women aren’t more risk-averse by nature—they’re just more aware of the cost. 🔹 Inclusion isn’t just about presence Being at the table doesn’t mean having an equal voice. Women often find themselves in a credibility loop—having to repeatedly prove their expertise before their ideas carry weight. Meanwhile, those who fit the traditional leadership mold are often trusted by default. 🔹 Emotional labor is the silent career detour Women in teams do an extraordinary amount of behind-the-scenes work—mediating conflicts, softening feedback, ensuring inclusion. The problem? This work isn’t visible in performance reviews or leadership selection criteria. It’s expected, but not rewarded. What companies can do beyond IWD symbolism: ✅ Stop measuring "confidence"—start measuring credibility gaps If some team members always need to “prove it” while others are trusted instantly, you have a credibility gap, not a confidence issue. Fix how ideas get heard, not how women present them. ✅ Make failure a learning moment for everyone Audit how mistakes are handled in your team. Are men encouraged to take bold moves while women are advised to be more careful? Change the narrative around risk. ✅ Track & reward emotional labor If women are consistently mentoring, resolving conflicts, or ensuring inclusion, this isn’t just “being helpful”—it’s leadership. Make it visible, valued, and part of promotion criteria. 💥 This IWD, let’s skip the celebration and start the correction. If your company is serious about making psychological safety equal for everyone, let’s do the real work. 📅 I’m now booking IWD sessions focused on improving team dynamics and creating workplaces where women don’t just survive, but thrive. Book your spot and let’s turn good intentions into lasting impact.