The conversation about climate change is no longer avoidable for consumer goods companies. A recent study from CDP, an investment research firm, evaluated the climate change resiliency of 16 large consumer goods companies. Danone ranked at the top, while Kraft Heinz found itself at the bottom.
On store shelves, we're seeing innovations like root-starch packaging and the banning of plastic foam in places like Maine. Marathon runners now hydrate with seaweed-based water pouches. This week's spotlight falls on two partnerships in this evolving landscape: one hitting the mark and one falling flat.
Sour: Everlane x The New York Times
Everlane, known for its radical transparency, recently launched a "Climate Collection" in collaboration with The New York Times. The collection consists of a simple T-shirt and sweatshirt featuring the word “Truth.” While nine students receive a year-long subscription for each item sold, this initiative raises questions. Why produce new clothing under the guise of sustainability when they could have repurposed existing stock?
Our take: The collaboration, though well-intentioned, misses the point of climate action. Reducing waste, not creating new products, should be the focus.
Sweet: thredUP x Olivia Wilde x Conscious Commerce
On the other hand, thredUP’s partnership with Olivia Wilde and Conscious Commerce embodies a more thoughtful approach. ThredUP, the largest online thrift store, introduced a clothing line featuring slogans like “I Wear Used Clothes” on secondhand garments. Ten percent of the proceeds go to the Circular Fashion Fund, which supports sustainability initiatives. By promoting secondhand shopping, thredUP encourages consumers to reduce waste and embrace reuse without adding to landfills.
Our take: This is a simple but effective win. It aligns with sustainability goals by promoting circular fashion without producing more items.
These examples remind us that partnerships need to be thoughtful and aligned with true climate action if they are to make a lasting impact.
