brand sustainability maturity model

Produced by Endless Clothing Supply Co.

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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…

ActivityJust BeginningProgressingLeading
1. Company Management/OwnersHave managers who are interested in sustainability & ethical production, and aware of the company’s specific impactsHave 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. CommitmentsSet 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 materialsSet commitments to become zero impact (zero waste, zero carbon, etc.) for its materials, supply chain, and operations
3. CollaborationsCollaborate with suppliers to use more sustainable materialsCollaborate with third-parties to identify new materials and factories with better sustainability profilesCollaborate with industry groups to share best practices and fund research on new materials and factory practices
4. CircularitySustainably manage returns to ensure minimal wastesProvide options for consumers to send back used items, then sustainably manage those items, including for repair and resaleUse only recycled materials as input, and commit to collecting their products at the end of their products' life
5. B CorporationIncorporate as a Benefit CorporationProduce bi-annual impact report describing its sustainability effortsBecome a Certified B Corp
6. InnovationKeep updated on the latest research and information in sustainable fashion, materials, and productionContinuously improve its products’ design to be produced, consumed, and disposed more sustainablyDevelop circular business models (rental, repair, take-back, resale, etc.) to ensure the continued reuse of materials

II. SUSTAINABLE MATERIALS

Sustainable fashion brands should…

ActivityJust BeginningProgressingLeading
7. Primary materialsPrimarily use more sustainable materials (e.g., recycled or organic natural fibers) in its productsPartner with new sustainable materials providers to test the quality and consumer interest in those materials
8. Secondary materials / trimmingsReduce trim requirements in its productsReduce dependence on trimmings, to improve recyclability of items at the end of their products’ lifeDesign products to reduce need for secondary materials and partner with suppliers to test and use more sustainable alternatives
9. PackagingUse low impact packaging materials and right-sized containersUse 100% recyclable and recycled materialsUse reusable shipping containers that produce zero waste

III. SUSTAINABLE PRODUCTION

Sustainable fashion brands should…

ActivityJust BeginningProgressingLeading
10. Production processesUse factories that efficiently use materials, water, chemicals, and energySeek third-party confirmation on their factories’ sustainability efforts every 1-2 years Use only factories certified by third-party sustainability standards
11. Working conditionsUse factories that provide a respectful and secure work environment, ensure no child labor, and fair wagesUse only factories that are inspected by third-party professional auditors to confirm a safe and fair working environment and wagesUse factories certified by third-parties like bluesign, SA8000, or Fairtrade
12. ShippingUse only ground transportation, and especially avoid airfreightOffset the carbon emissions associated with shippingOnshore production, and partner with local, low-emissions carriers for last-mile delivery
13. TraceabilityKnow the regions in which their raw materials are sourcedKnow the specific farms or factories in which their raw materials are sourcedImplement tech systems to trace materials through the supply chain (e.g., RFID tracking)

IV. SUSTAINABLE QUALITY

Sustainable fashion brands should…

ActivityJust BeginningProgressingLeading
14. Design for durability & recyclabilitySource high quality materials to ensure long-lasting productsImplement quality-checking processes to ensure garment longevity; design products with minimal materials so they are readily recyclableImplement product guarantees or purchase-back programs

V. SUSTAINABLE TRANSPARENCY

Sustainable fashion brands should…

ActivityJust BeginningProgressingLeading
15. Impact reportProduce a single impact report to showcase point-in-time sustainability effortsProduce impact reports every 1-2 years to highlight sustainability goals, efforts, and progressPublish real-time impact reports so customers can have a live view of the brands’ efforts
16. WebsiteProvide easily accessible information about the brand’s vision, story, sustainability efforts, and contact informationPublishes periodic materials (e.g., blogs, newsletters) to educate consumers on the fashion industry, responsible consumption, and the brands’ own effortsProvides 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 packagingInclude minimal information about the brand’s sustainability efforts directly on its products and packagingProvide QR code links to in-depth information about the brand’s efforts on its products and packagingProvide 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.

(c) 2020 Endless Clothing Supply Co.

JOIN THE ENDLESS POSSIBILITIES COMMUNITY

We care about our planet and our clothing culture. Stay updated on the community's efforts to restore the value of clothing with the Endless Possibilities newsletter.

JOIN THE ENDLESS POSSIBILITIES COMMUNITY

We care about our planet and our clothing culture. Stay updated on the community's efforts to restore the value of clothing with Endless Possibilities.

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