Creating a product takes work and improving your people and planet standards as you grow is even harder. In fact, so much goes into this process, that it is very difficult to figure out how to communicate these standards to your customers. Here are 5 places that you can communicate your ethical sustainable standards easily.
These simplest way is to have an information page on your website detailing the ethical and sustainability standards that go into your collection. This page can explain where your products are made as well as what material is used. Some brands have added environmental information such as how much water was saved by producing their product sustainably. Small details like this will show your customer that your product is different to the fast fashion competitor.
Product Details Page
As most shoppers won't dig too deep on your website for standards information, it's great to have it multiple places. Product details pages where they are reviewing specific products for purchase is a great place to also put a tab for How It Was Made. Include location, materials, and any additional measures you take to ensure this product is ethical and sustainable.
Walk into a Madewell store and you'll see signage to turn in any old jeans for a discount so Madewell can send your old duds to be turned into something with new life, like mattress padding, sound proofing, etc. Stroll through H&M and you'll notice the recycling collection bins at the back to do the same. In-store signage is a great way to educate your shoppers on their purchase's impact as well as invite them along the journey.
The hang tag on a product is also another easy place to communicate your brands standards. On the tag you can put something short and concise about your brands standards. For example "This product was ethically made in _______". This is something that your shoppers will see and encourage them to purchase from your brand. This branding can also create returning customers as they feel more connected to your brand standards and transparency.
Interior labels shouldn't be overlooked. Long past when your customer was in store or on your website, your brand sits in their closet and compliments their life. By including "Ethically Made in________" on your labels they can always be reminded of the standards they support by shopping your brand.
Packing is an important part of branding when shipping a product to customers, especially since so much of packaging is plastic. If you source compostable packaging this is the perfect place to communicate your brand standards. Beautiful sustainable packaging is something that stands out to a customer. We've even seen full sustainability stories on packaging that invites us in on the journey.
Communicating brand standards is important to allowing your brand to grow for people, planet, and profit, but getting these standards in place is quite challenging among the million other things on your plate. If you would like an easy, one stop shop for vetted ethical factories, get on our waitlist to join the launch of ethical manufacturing platform coming soon.