brand sustainability maturity model
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ABOUT THE BRAND SUSTAINABILITY MATURITY MODEL
With the proliferation of sustainable and ethical brands, it is now important to have criteria by which to vet the accuracy and validity of those brand’s claims.
This Brand Sustainability Maturity Model lays out 17 activities that are important for the success of a brand sustainability program. For each activity, it describes three stages of maturity, from just beginning to progressing, to leading.
This Model is a tool for brand management and consumers alike to identify critically gauge a brand’s sustainability performance. Brands and consumers can use the Model to:
- Identify the maturity of a brand’s sustainability program
- Identify opportunities for improvement
- Judge the validity of a brand’s sustainability claims
I. SUSTAINABLE LEADERSHIP
Sustainable fashion brands should…
| Activity | Just Beginning | Progressing | Leading |
|---|---|---|---|
| 1. Company Management/Owners | Have managers who are interested in sustainability & ethical production, and aware of the company’s specific impacts | Have managers who have a vision for improving the company’s sustainability performance and are actively engaged in it | Have managers who take a leading role in all elements of the company’s efforts to ensure the most sustainable operations |
| 2. Commitments | Set basic commitments to source more sustainably and ethically, and only sell items that | Analytically determine if its products have a lower impact than alternatives, and set commitments to be carbon neutral, and source certified sustainable materials | Set commitments to become zero impact (zero waste, zero carbon, etc.) for its materials, supply chain, and operations |
| 3. Collaborations | Collaborate with suppliers to use more sustainable materials | Collaborate with third-parties to identify new materials and factories with better sustainability profiles | Collaborate with industry groups to share best practices and fund research on new materials and factory practices |
| 4. Circularity | Sustainably manage returns to ensure minimal wastes | Provide options for consumers to send back used items, then sustainably manage those items, including for repair and resale | Use only recycled materials as input, and commit to collecting their products at the end of their products' life |
| 5. B Corporation | Incorporate as a Benefit Corporation | Produce bi-annual impact report describing its sustainability efforts | Become a Certified B Corp |
| 6. Innovation | Keep updated on the latest research and information in sustainable fashion, materials, and production | Continuously improve its products’ design to be produced, consumed, and disposed more sustainably | Develop circular business models (rental, repair, take-back, resale, etc.) to ensure the continued reuse of materials |
II. SUSTAINABLE MATERIALS
Sustainable fashion brands should…
| Activity | Just Beginning | Progressing | Leading |
|---|---|---|---|
| 7. Primary materials | Primarily use more sustainable materials (e.g., recycled or organic natural fibers) in its products | Partner with new sustainable materials providers to test the quality and consumer interest in those materials | |
| 8. Secondary materials / trimmings | Reduce trim requirements in its products | Reduce dependence on trimmings, to improve recyclability of items at the end of their products’ life | Design products to reduce need for secondary materials and partner with suppliers to test and use more sustainable alternatives |
| 9. Packaging | Use low impact packaging materials and right-sized containers | Use 100% recyclable and recycled materials | Use reusable shipping containers that produce zero waste |
III. SUSTAINABLE PRODUCTION
Sustainable fashion brands should…
| Activity | Just Beginning | Progressing | Leading |
|---|---|---|---|
| 10. Production processes | Use factories that efficiently use materials, water, chemicals, and energy | Seek third-party confirmation on their factories’ sustainability efforts every 1-2 years | Use only factories certified by third-party sustainability standards |
| 11. Working conditions | Use factories that provide a respectful and secure work environment, ensure no child labor, and fair wages | Use only factories that are inspected by third-party professional auditors to confirm a safe and fair working environment and wages | Use factories certified by third-parties like bluesign, SA8000, or Fairtrade |
| 12. Shipping | Use only ground transportation, and especially avoid airfreight | Offset the carbon emissions associated with shipping | Onshore production, and partner with local, low-emissions carriers for last-mile delivery |
| 13. Traceability | Know the regions in which their raw materials are sourced | Know the specific farms or factories in which their raw materials are sourced | Implement tech systems to trace materials through the supply chain (e.g., RFID tracking) |
IV. SUSTAINABLE QUALITY
Sustainable fashion brands should…
| Activity | Just Beginning | Progressing | Leading |
|---|---|---|---|
| 14. Design for durability & recyclability | Source high quality materials to ensure long-lasting products | Implement quality-checking processes to ensure garment longevity; design products with minimal materials so they are readily recyclable | Implement product guarantees or purchase-back programs |
V. SUSTAINABLE TRANSPARENCY
Sustainable fashion brands should…
| Activity | Just Beginning | Progressing | Leading |
|---|---|---|---|
| 15. Impact report | Produce a single impact report to showcase point-in-time sustainability efforts | Produce impact reports every 1-2 years to highlight sustainability goals, efforts, and progress | Publish real-time impact reports so customers can have a live view of the brands’ efforts |
| 16. Website | Provide easily accessible information about the brand’s vision, story, sustainability efforts, and contact information | Publishes periodic materials (e.g., blogs, newsletters) to educate consumers on the fashion industry, responsible consumption, and the brands’ own efforts | Provides in-depth view of the brand’s sustainability efforts, complete with data, and pictures or videos of farmers, factory workers, and other supply chain partners |
| 17. Products and packaging | Include minimal information about the brand’s sustainability efforts directly on its products and packaging | Provide QR code links to in-depth information about the brand’s efforts on its products and packaging | Provide detailed yet accessible stories, data, etc. about the brand’s efforts on its products and packaging |
FEEDBACK, QUESTIONS & COMMENTS
If you have feedback or questions about this Brand Sustainability Maturity Model, please feel free to contact Adam at a@wearendless.com.
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