Championing Sustainability & Ethical Marketing

With all that happened in the year that was 2020, you’d be forgiven for thinking that sustainability might have fallen to the bottom of customer’s priority lists. But this couldn’t be farther from the truth. BCG polled more than 3,000 people across 8 countries and found that 70% of respondents were now more aware of addressing environmental challenges in the wake of COVID-19 than before the pandemic.

Lucy Smith

There is ever increasing pressure from shoppers that brands should support their ethics and morals, and top of the list for many is sustainability. A recent study by Nosto found that 52% of UK and US consumers want the fashion industry to be more sustainable, with  87% of Gen Z shoppers viewing low environmental impact as a top concern when buying skincare

Whatever your vertical, there will be an expectation for your brand to be doing it’s part to decrease the impact it is having on the environment. Many brands have already started working towards this, with companies like L’Oreal already investing €1 billion into their sustainability roadmap. You might not be ready to invest billions yet, however we’ve rounded up some examples from our very own Incubeta clients on how you can live the three R’s within your business.


In an industry not exactly known for its green credentials, Wizz Air are tackling sustainability head on by investing in new aircraft that reduce fuel burn and CO2 emissions by 16%. The first of their new A321 neo planes launched in March this year, and there are plans for another three aircraft to be brought onto the fleet later this year.


When it comes to fragrance, the perfume bottle itself can play a big part in the overall experience. The Perfume Shop encourages their customers to give their empty bottles a new lease of life with various upcycling ideas including flower vases and candle holders! They also offer a large selection of refillable scents, reducing waste and meaning you can re-use that beautiful bottle guilt-free.


85% of clothing and textiles end up in landfill, despite the fact that 95% can be reused and recycled. Doing their part to close the gap, FatFace has partnered up with I:Collect (I:CO) to provide their in-store boxes, allowing customers to drop off any unwanted clothes, shoes and textiles to be recycled. Your unwanted items could be recycled into toy stuffing, car upholstery or even turned into new clothes!

An ethical and sustainable approach to business is increasingly regarded as essential rather than optional. By ensuring that the priorities you identify are clearly sign-posted and are both genuine and relevant to your product and your customer, you can attract new audiences, whilst retaining and reassuring your existing base.

Engaging customers, employees, suppliers and service providers in this conversation will establish a community which will grow and embrace sustainable practice as you move forward with your individual sustainability journey. To learn more have a read of our recent piece, Celebrating Earth Day; The Value of Sustainability.

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