Another Tomorrow CEO Vanessa Barboni Hallik on how the fashion industry can catch up on sustainability
The Glossy Podcast · with Vanessa Barboni Hallik · November 11, 2020 · 38 min
Summary
The fashion industry critically lags behind other consumer sectors in sustainability. This episode highlights how Another Tomorrow, a certified B Corp, is setting a new standard through radical transparency, offering customers full provenance journeys via QR codes on garments. Ecommerce brands can learn how to build trust and drive consumer engagement by prioritizing ethical sourcing and clear, verifiable sustainable practices.
Key takeaways
Implement scannable QR codes on products to provide customers with complete supply chain transparency and product provenance information.
Prioritize becoming a certified B Corp to legally embed social and environmental responsibility into your business model, enhancing brand trust and attracting conscious consumers.
Invest in educating your customers about your sustainability efforts, as demonstrated by Another Tomorrow's success with consumers actively using provenance tracking features.
Benchmark your sustainability initiatives against leaders in other consumer industries (e.g., food, CPG) to identify gaps and accelerate progress in ethical and eco-friendly practices.
Actively combat greenwashing by providing verifiable data and clear evidence of sustainable practices, fostering genuine consumer trust.
Fashion is a notoriously damaging industry for the environment.
"It was clear to me that the industry was a solid 7-10 years behind a number of other major consumer industries like food and CPG -- in owning up to the problems, putting in place solutions and educating the consumer," Another Tomorrow CEO Vanessa Barboni Hallik said on the Glossy Podcast.
Another Tomorrow is a certified B corp, making it for-profit, but with a clear set of social responsibilities. Its industry peers in that regard include Patagonia and Allbirds.
Each of the company's garments include a QR code that can be scanned for "the customer to see the entire provenance journey," Barboni Hallik said, adding that most customers use the function.
Implement scannable QR codes on products to provide customers with complete supply chain transparency and product provenance information.
What does this episode say about supply chain & operations?
Prioritize becoming a certified B Corp to legally embed social and environmental responsibility into your business model, enhancing brand trust and attracting conscious consumers.
What does this episode say about dtc strategy?
Invest in educating your customers about your sustainability efforts, as demonstrated by Another Tomorrow's success with consumers actively using provenance tracking features.
What does this episode say about brand & content?
Benchmark your sustainability initiatives against leaders in other consumer industries (e.g., food, CPG) to identify gaps and accelerate progress in ethical and eco-friendly practices.
What does this episode say about brand & content?
Actively combat greenwashing by providing verifiable data and clear evidence of sustainable practices, fostering genuine consumer trust.
