Trends in Sustainable Retailing

Traditional leather is dying. And that's the best news for our planet. Let me tell you why. The leather industry was thriving, pumping out products while pumping toxins into our environment. Until two visionaries, Adrián López Velarde and Marte Cázarez, saw the devastating truth: 17,000 liters of water wasted for just 1kg of leather, toxic chemicals poisoning our waters, and massive deforestation destroying our planet. They knew something had to change. So they created Desserto - the world's first cactus-based vegan leather. A game-changing material that: - Uses just 200 liters of water per year - Contains zero toxic chemicals - Is partially biodegradable - Matches traditional leather in durability and feel The result? Major brands like H&M, Fossil Group, Karl Lagerfeld, and even luxury car makers Mercedes Benz and BMW have embraced this revolutionary material. But here's the real impact: - No more toxic chemicals in our water - No more excessive water waste - No more unnecessary deforestation - A truly sustainable future for fashion The sustainable fashion market is set to hit $135.139 billion by 2031, and Desserto is leading this revolution. This isn't just about fashion. It's about choosing a better future. ♻️ Share this to inspire someone. ➕ Follow me Hardeep Chawla to stay in touch.

I get asked about Ganni A LOT whenever I talk about how to drive consumer behavior using psychological triggers and the challenges sustainable brands face against the allure of fast fashion. Interestingly, Ganni doesn't label itself as a sustainable brand; instead, it acknowledges the inherent contradictions in fashion and sustainability, focusing on continuous improvement. Despite this, the cult fashion brand is widely recognized for its chic, contemporary styles and strong commitment to sustainable practices, setting a new standard for balancing aesthetics, sustainability, and mainstream appeal. From a consumer behavior and psychology standpoint, Ganni offers many lessons. But for me, a key takeaway is that Ganni isn't trying to be a sustainable fashion brand; it's trying to be a desirable brand that makes clothes more responsibly. Many of Ganni's marketing and strategy practices aren't new, but the way they approach them sets them apart. They invest heavily in building a strong, recognizable brand identity aligned with their values and resonating with their fashion-seeking target market. They create clothes people genuinely want to wear, not just those in the sustainability community. They invest in fun, values-aligned collaborations, events, and experiences that tap into consumers' desires for community, shared experiences, and social recognition. What's different about Ganni reminds me of my interview with Danielle L. Vermeer on the #GreenBehavior podcast, where we discussed Amazon's laser focus on the customer. Ganni similarly prioritizes understanding and meeting customer desires for bold, playful, and versatile fashion that blends style with individuality. They recognize that purchasing decisions are influenced by social perception and create experiences that resonate on that level. It makes sense, seeing that Ganni's Chief Brand Officer, Priya Matadeen, has a background in psychology. 😉 Through its products and the brand built around them, Ganni allows its customers to signal their fashion-forward sensibility and alignment with responsible fashion values. Similar to Tesla's approach with electric cars, Ganni makes sustainability an integrated benefit, driving loyalty and sustainable behavior without compromise. The truth is that people's purchasing decisions are often influenced by how they believe others will perceive them. For sustainable brands to reach mainstream consumers, we need to start asking some tough questions like: 🤔 How unique and recognizable is our brand identity? 🤔 Are we making clothes people want to wear? 🤔 Do we truly understand our target customers' motivations/needs/desires? 🤔 Is our marketing strategy communicating our sustainability efforts AND fashion appeal? 🤔 Are we addressing the psychological triggers that drive consumer behavior in fashion? 🤔 Are we adapting our strategy based on market changes and consumer behavior insights? Curious to hear your thoughts! 🤓

What does ESG transparency mean for the future of business? Imagine: You're walking into a store, ready to make a purchase. You pick up two products, one with clear information about its environmental impact, how it's made, and whether it supports fair labor practices and one without. Which one would you choose? Now, Shift that decision-making to investors, customers, or even governments. They’re increasingly prioritizing companies that openly share their Environmental, Social, and Governance (ESG) efforts. Why? Because transparency builds trust, and trust drives long-term success. Here’s the challenge: ESG disclosures aren’t just nice-to-have anymore they’re becoming mandatory. Governments, regulatory bodies, and stock exchanges worldwide are implementing ESG compliance requirements. According to a recent report over 90% of global investors consider ESG factors when making decisions, and more than 75% of large companies now issue sustainability reports. These reports aren’t just data dumps; they’re stories. They tell us how a company is reducing carbon emissions, supporting its workforce, and making governance decisions that align with broader societal goals. Think of it as a window into how a business impacts the world and, just as importantly, how it manages the risks and opportunities tied to that impact. In my opinion, ESG transparency isn’t only about ticking boxes. It’s about accountability showing that businesses understand their role in shaping a sustainable future. Companies that approach ESG disclosures thoughtfully, with clear frameworks and genuine commitment, are more likely to win the trust of their stakeholders and thrive in an increasingly conscientious marketplace. For businesses navigating this complex landscape, it’s crucial to understand the most common ESG disclosure frameworks, like the Global Reporting Initiative (GRI) or the Sustainability Accounting Standards Board (SASB). These frameworks provide a structure, ensuring reports are not just thorough but also meaningful. The journey to ESG transparency might feel overwhelming at first, but it’s also an opportunity a chance to stand out by showcasing what you stand for. How does your organization approach transparency? Do you see it as a compliance exercise or a way to connect authentically with your audience?

This sustainability startup turned carbon footprint labels into a $4B marketing weapon. Allbirds engineered transparency into a demand signal that changed an entire industry. Their blueprint for values-driven commerce: THE ANTI-HYPE FOUNDATION While most DTC brands in 2016 were chasing hype and logos, Tim Brown and Joey Zwillinger went the opposite direction with: ✅A kickstarter launch: $120K in 5 days ✅Wool Runner: No logos, just merino wool comfort ✅1M+ pairs sold within 2 years ✅$1.4B valuation by 2018 They proved that substance beats style when executed with precision. TRANSPARENCY AS COMPETITIVE ADVANTAGE Competitors were hiding their environmental impact, and Allbirds made it their biggest selling point. In 2020, they became the first fashion brand to label every product with its carbon footprint: "7.6kg CO2 compared to 13.6kg for a typical pair of running shoes." This wasn't just marketing anymore. MATERIAL INNOVATION AS CONTENT STRATEGY Their supply chain became their story using: 👉SweetFoam™ made from sugarcane (open-sourced for competitors) 👉Tree fiber from eucalyptus 👉ZQ-certified merino wool from New Zealand 👉Partnerships with Braskem for carbon-negative materials They turned manufacturing into marketing, and transparency into trust. THE THREE-STAGE TRANSPARENCY TOF: Brand storytelling via sustainability media, transparency messaging, and B Corp certification builds awareness through values alignment. MOF: Product pages with carbon labels, supply chain transparency, and educational content convert curiosity into consideration. BOF: Direct-to-consumer focus, then selective retail expansion drives purchase decisions based on measurable impact. VALUES AS VIRAL ENGINE Instead of fighting Amazon's copycat shoe with lawyers, they wrote a public letter: "We're flattered, but we hoped you'd copy our sustainable materials too, not just the design." The response went viral across major media outlets, generating millions in earned media while reinforcing their brand positioning. MEASURABLE RESULTS FROM MEASURABLE VALUES The strategy delivered concrete outcomes with: 📈22% reduction in per-product carbon footprint in 2023 (to 5.54 kg CO2e) 📈B Corp score: 96.5 (18% increase since 2016) 📈Launching M0.0NSHOT in 2025—the first net-zero carbon shoe 📈Open-sourced the Recipe B0.0K for others to replicate Allbirds created something competitors can't easily replicate: a brand built on measurable impact, not just marketing claims. When your product IS your proof point, customers don't just buy shoes. They buy into a movement.

Are tariffs the great accelerator to resale like COVID to eCommerce? Roughly 95% of apparel sold in the U.S. is imported, with 30% coming from China. These new trade measures will raise costs for brands, squeeze margins, and ultimately drive retail prices higher for consumers. It is going to be rough water for a while. But as Thomas Shelby from Peaky Blinders put it, “every catastrophe comes opportunity.” The dire situation opens up a growing opportunity: Resale According to ThredUp’s 2025 Resale Report: 59% of consumers say they’d consider buying secondhand if retail prices rise due to tariffs The U.S. secondhand apparel market grew by +14% in 2024, 5x faster than traditional retail It's projected to reach $74B by 2029, growing at an average of +9% per year In the past, nearly half of retail executives said their organizations have deprioritized circular models like resale because customers aren’t asking for ESG-focused initiatives. This is starting to shift. Resale isn’t just about sustainability anymore. It’s becoming a strategic revenue channel that can drive loyalty, attract value conscious shoppers, and offset margin pressure. Example of leading brands/retailers seeing results recently: 🧘♂️ Lululemon’s “Like New” program delivered 2x customer retention compared to traditional shoppers 👗 M.M.LaFleur’s “Second Act” resale initiative saw 50% YoY growth after being integrated into their homepage 🏄♂️ Faherty Brand’s resale program is already ROI positive 👓 Urban Outfitters launched Reclectic, a 40,000 sq ft resale concept blending secondhand, rental returns, and sample stock, a signal that resale is no longer on the sidelines. Demographically, 62% of Gen Z and Millennials check the resale value before purchasing new. That means resale isn’t just about post-purchase; it’s shaping primary market behavior. While some brands scramble to rework supply chains, I believe others will seize this moment to scale resale and meet their customers where they’re headed. What are the best technology tools to help brands start or grow resale? #tariffs #ecommerce #brands #strategy

The modern luxury industry did not see this coming. The secondhand market rewrote the rules, and it's time for brands to recognize the cold, hard facts. "In 2024, it hit an estimated €48 billion, growing 7% year over year — actually outpacing the sales of new luxury goods. That's not a small trend; that’s a full-on shift." Source: Bain and Co Hard luxury (meaning watches and jewelry) continues to dominate, making up about 80–85% of total second-hand sales. Jewelry is exploding, but even secondhand apparel is picking up speed. Secondhand has become the gateway into luxury for new, aspirational buyers. When their dream product feels out of reach at retail, resale offers the perfect, accessible alternative, and not just for budget reasons. Brands are catching on. Instead of fighting it, some brands are launching their own platforms and rethinking their brand as an ecosystem rather than a single sale. I truly believe the brands that master resale, authentication, and inventory control will be the ones who build deeper, longer-lasting customer relationships. The future of luxury isn’t just about selling new, it’s about engineering value across a product’s entire lifetime.

Sustainability has become a default line in marketing. That’s the problem. When every brand claims to be “eco-friendly” or “green,” the words lose meaning.  Audiences, especially Gen Z, see through it quickly.  They don’t just want promises.  They want proof. We’ve seen brands struggle here.  They invest heavily in sustainability initiatives, but the messaging sounds identical to everyone else’s.  It gets lost.  Or worse, it feels like greenwashing. Here’s what works instead: 1. 𝐁𝐞 𝐬𝐩𝐞𝐜𝐢𝐟𝐢𝐜. Share the numbers, not the slogans. 2. 𝐒𝐡𝐨𝐰 𝐭𝐡𝐞 𝐭𝐫𝐚𝐝𝐞-𝐨𝐟𝐟𝐬. Real change isn’t perfect, acknowledging challenges builds trust. 3. 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭 𝐢𝐦𝐩𝐚𝐜𝐭. Point to the outcomes, not just the intentions. 4. 𝐄𝐥𝐞𝐯𝐚𝐭𝐞 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲. Showcase the people and partners making the change happen. Sustainability isn’t a tagline.  It’s an operating principle.  And when it’s communicated with clarity and evidence, it builds credibility instead of skepticism.

It’s been a rollercoaster week in retail. But there’s a silver lining. Here’s what I’ve heard from retail CEOs all week: don’t let a crisis go to waste. Yes, this is a scary moment for brands. Even if the tariffs get completely reversed, there is still huge uncertainty around the future of trade. But company-defining innovation often happens in moments of turbulence and chaos. Now is the time to diversify your revenue and shift the fundamentals of your business. And I can’t help but put forward the case for brand-owned resale. Instead of 100% reliance on new product imported from overseas, why not create a big, profitable revenue stream from the items already in the US, just waiting to be given a second life? 🟢 Enjoy zero tariffs on resale: These products are already made— sitting idle in brand warehouses or customer closets—so they’re not subject to import duties. 🟢 Keep price sensitive customers: 59% of consumers say that if new government policies around tariffs and trade make apparel more expensive, they will seek more affordable options like secondhand. If you don’t own your resale channel, you will lose that 59% to third party marketplaces. 🟢 Meet customers where they are: The resale market grew 5x faster than the broader apparel market in 2024. 🟢 Grow, even in a tough market: Resale is a resource-light way to grow both top and bottom line—quickly. Resale isn’t just a nice-to-have. In today’s climate, it might be your strongest hedge.

At Ubuntoo, we often advise companies on how to integrate sustainability into their brand communications, thanks to the years of marketing experience that Peter Schelstraete and I have. We have condensed our lessons learnt into "5 GOLDEN RULES" - I would love to hear your feedback. 1. FIRST BE, THEN DO, AND ONLY THEN SAY: The journey to a sustainable brand requires three steps: BE sustainable, DO sustainable actions, and then SAY you're sustainable. Many companies fail in this order. They start with bold announcements but don't follow through, which eventually erodes consumer trust or leads to backlash. 2. DON'T CLAIM CREDIT FOR CLEANING UP YOUR ACT: Brands often make a big PR splash or launch a marketing campaign to publicize their efforts to clean up the environment. This rarely works because most people aren't fooled into believing that you're helping the planet if you're also the one damaging it in the first place. 3. CONSUMERS WILL NOT PAY YOU TO BE MORE SUSTAINABLE The next issue I see is the misconception that consumers will pay more for a product just because it's sustainable. Sure, some may be willing to pay a little extra for the planet, but that's not enough. Brands should focus on adding real value to the product instead. How about creating a product that lasts longer or can be reused more times? Consumers will be more inclined to choose your brand if they're getting something more than just a "sustainable" label. 4. SUSTAINABILITY IS A DIFFERENTIATOR, NOT A MOTIVATOR: While sustainability can make your brand stand out, it's not the main reason people buy your products. They're purchasing your product because it meets their needs, not because it helps save the planet. That's a harsh truth, but it's one that many brands lose sight of. Differentiating your offering from competitors through sustainability efforts is great, but never forget what your core product is supposed to deliver. 5. FORM, FUNCTION, AND VALUE FIRST, PLANET NEXT Lastly, we cannot sacrifice form, function, and value at the altar of sustainability. I recently purchased a sustainable cleaning product only to find that it wasn't as effective as my regular brand. I felt disappointed and switched back. That's a mistake many sustainable brands make. You must ensure that your product is effective and offers good value for the money before labeling it sustainable. To sum up, your sustainable initiatives must be authentic, credible, add tangible value, meet core consumer needs, and deliver on form, function, and value. If you want to learn more, let's connect and make the world a better place together. #sustainability #greenmarketing #BEDOSAY

For brands committed to #sustainability, there is always a question of how much to share about your own design and product specs, source materials and ingredients, manufacturing processes, and supply chains. #Transparency builds trust and credibility, and is essential to making the industry-wide progress we all need to see. But openness carries quite a few risks: ❌ Makes it easier to copy  ❌ Exposes brands to risk. No brand is perfect - and being open about this makes it easier for others to be critical. ❌ Privacy and proprietary information concerns across your supply chain. At EcoEnclose, we’ve been inspired by brands like Patagonia, Ethique, Ritual, Koala Eco, Dr. Bronners and so many more - who have all set a high bar for transparency, information and research sharing, and efforts to level up their entire industry. While we have of course experienced some of the setbacks and risks associated with this level of openness, every time we revisit the question of transparency and sharing vs information protection - we end up with the same conclusion: to achieve our north star of circularity and be a true EcoAllies to the brands we serve, openness and transparency are critical. How does your brand balance transparency vs protection of intellectual property? #industryprogress #industrycollaboration