Sustainable branding – making a difference

What is a sustainable brand?

“A sustainable brand is a brand whose mission and raison d’être brings sustainable environmental, human or social benefits to all its stakeholders: consumers, employees, suppliers and partners throughout its value chain and product life cycle;

A sustainable brand integrates sustainable development at the heart of its activities and objectives, helping society to evolve and arousing consumer interest in their products or services.

In 2021, consumers want to know what they are buying and are choosing transparent and ethical brands. It is up to industry to take this into account by taking concrete action to protect the environment. Climate change and social crises have changed the way we see the world and its limits.
People have become aware of the impact of their consumption: 74% of Europeans say they have changed their consumption habits, and 60% of French people think it is urgent to do something for the planet. So what action should be taken?
Consumers are changing their everyday behaviour, practising de-consumption or consom’action. They buy second-hand products, use applications to help them consume better, and make a point of choosing quality and eco-responsible products. They choose to join forces to boycott a company and its practices… They do their own research and make a commitment to the environment by finding alternatives in the manufacture of ‘homemade’ cleaning and beauty products.

For 62% of them, it is up to companies to rally to the side of consumers to help them reduce the impact of their consumption. Companies could therefore regain the confidence of buyers if they took the right measures.

A sustainable, ethical or fair trade brand is therefore committed to sustainable development. It adopts virtuous, eco-friendly and socially responsible production practices. It proposes concrete environmental solutions or effective social solutions. Brands are sustainable when they choose to commit to a more resilient planet, to a more stable future, far from destructive climate change.

Why choose a sustainable brand?

Choosing to buy from a sustainable brand has many advantages. First of all, you can be sure you’re buying quality products. Then you can be sure you’re buying a product that respects the environment and the workers behind it. So it’s great for your carbon footprint.

If the product is sturdier, made from solid, quality materials, then you’ll find personal benefits too. An eco-friendly product is not necessarily durable in the sense of “longevity”. On the other hand, the reverse is always true. A solid, long-lasting product that breaks with programmed obsolescence helps limit environmental impact, as it will be replaced less quickly and the resources extracted for its manufacture will be better optimized. You’ ll also save money, as you’ll be able to keep the product for a very long time. What an advantage!

LONGTIME® products, for example, have a very long service life and are also highly repairable. This means that you can have the product repaired even several years after purchase, because it meets stringent reparability criteria (for example, spare parts must be available even after the product has been discontinued).

In a few words, buying from a sustainable brand means :

• Significant improvements to your budget and your health
• Preserving the environment and the local economy
• Pressure on major groups to respond to new consumer demands
• The gradual spread of responsible consumption

What are the different types of sustainable brands?

Sustainable brands can be distinguished by the impacts they choose to reduce the most. The more holistically a brand takes into account and reduces its impacts, the more sustainable it is. They differentiate themselves by rethinking their offers and products to provide solutions to the social and environmental concerns of their customers and society at large. They are also generally transparent, and seek to explain who they are, the values they stand for and how they are involved and active. Their vocation is to inspire and drive change.

Sustainable branding and the environment :

A brand can distinguish itself by marketing products that respect the environment (ecosystem, flora and fauna). Either because they don’t use phytosanitary products that are harmful to our ecosystems (agriculture, cosmetics, clothing) or because the materials they use are not harmful to the environment (equipment, clothing). Our brands also include companies that choose to reduce their carbon footprint (renewable energy, eco-designed packaging, deposits, rail transport, etc.). Fishing is another sector that could fall into this category.

Sustainable branding and fair trade:

Food and textile companies can be particularly vulnerable to social issues. Some raw materials (cocoa, coffee, cotton…) come from countries where labor laws and/or labor costs do not allow for the protection of workers and their fair remuneration. Fair trade labels help to alleviate these problems and assure consumers that production is socially responsible, thanks in particular to a pricing policy that takes the entire value chain into account.

Sustainable branding and extended product life:

Last but not least, some companies are developing policies to ensure the rational use of the earth’s resources by combating obsolescence and reducing premature waste. The LONGTIME® label is dedicated to this theme.

There is a range of additional actions to help companies move into the circular economy. Relocation, solidarity commitments by supporting non-profit associations and organizations involved in sustainable development, selection of environmentally-friendly suppliers, reconditioning… these are just a few examples.

From household appliances to IT equipment, and even furniture and clothing, many brands today are committed to offering products that are more durable, more ethical, and more transparent.

We have selected brands that are making concrete efforts to :

• Extend the lifespan of their products (reparability, long warranties )

• Reduce their environmental impact (recycled materials, local production)

• Adopting responsible social practices ( working conditions, traceability)

👉 Browse our thematic tables to identify the greenest alternatives in each purchasing area.

HOUSEHOLD APPLIANCES – Responsible Brands

GARDEN TOOLS – Responsible Brands

TEXTILE – Responsible Brands

TELEPHONY – Responsible Brands

FURNITURE – Responsible Brands

IT – Responsible Brands