Dive Brief:
- Fashion brands are joining the eco-friendly movement for this year's Earth Day.
- Several companies are launching initiatives to reduce waste and conserve resources, including efforts to lower water use, reuse clothing materials, and revamp manufacturing facilities.
- For example, Levi Strauss has launched multiple Earth Day-relevant initiatives, including content that offers tips to be more eco-friendly and conserve water—like washing jeans less. Eileen Fisher's Vision2020 platform highlights efforts to make all products sustainable by 2020, and to convert U.S. operations to not just carbon neutral, but carbon positive, as the site says.
Dive Insight:
In the past few years, there's been a significant shift—especially surrounding the Earth Day holiday—in what brands consider to be "green" marketing. Previously, sponsoring a recycling drive or planting trees could have sufficed, but now, consumers—especially millennials—expect a company to embrace eco-friendly practices.
The fashion industry—known for mass-producing items in unfriendly ways to both the environment and workers—is making an effort to turn that image around by establishing real policy and procedural changes.
