To Be or Not To Be Sustainable

In this day and age, being one hundred percent sustainable is not really a thing. Because who is, in fact, 100%?

It is our firm belief that no brand ever goes into business actively seeking to greenwash. At the same time, we find it overwhelming that so many brands use sustainability in their communication without backing the claims. Statements like ‘Join Life’, ‘Conscious’ or ‘Committed’ are just part of a complex marketing facelift, but behind many brands’ advertising makeup, there’s little evidence to support their commitment to safeguarding the planet. This practice is not new, however. It has been a dogma of faith for certain companies for years, but as new requirements and regulations are being implemented, consumer protection agencies worldwide are tirelessly working to detect and control these types of strategies.

Denmark’s own, Forbrugerrådet Tænk, has embarked on an exposé mission to uncover those companies and multi-brand platforms that market products or collections as sustainable, without offering explicit description or documentation to support those claims. Numerous brands end up using the same language to describe sustainability, in turn making it harder for the many well-intentioned brands, which are actually genuine in their sustainable messaging and practices, to compete in that space.

This is why platforms such as The Comarché wants to spotlight game changers and pioneers, big or small, sustainable leaders or rising stars, who are aiming to be fully transparent.

In this day and age, being one hundred percent sustainable is not really a thing. Because who is, in fact, 100%?

Sustainability is a journey and it’s all about being as transparent as possible. The Comarché only accepts and promotes brands who are willing to be honest and straight- forward and who are willing to put themselves out there. Out in the real world where it takes money, dedication and time to find yourself on a path towards a product or brand that is as sustainable as possible.

In an effort to promote the many layers of sustainability, The Comarché Framework explores sustainability on both company and product level. It exemplifies how a certain brand approaches sustainability and which layers they are actively working within.

How it works

We assess the overall approach to sustainability of the brand and provide this knowledge to you with easily understandable graphics. We hope that it will enable you to make an informed choice that matches your own set of values. In addition to this, we explore the lifecycle of each product and look into how sustainability is a key part of the product in all steps of its lifecycle.

Starting from the centre and out, you’re able to spot if a brand is actively working with SDGs and have relevant certifications on brand level. Use the second sphere to find out how they work with Social Sustainability. Next, go through the steps in the third sphere (Product Lifecycle) in order to see which icons stand out for the brand. For more about The Comarché Framework please go to thecomarche.com.

Acumé Magazine

Published June 2021