Market leaders in almost all sectors have been developing new sustainable practices for decades, inventing new products and methods of producing them.
However, 2021 could mark a new era of innovation – innovations that explore bolder ideas and more unconventional solutions to protect our planet. Actions taken by companies of all sizes around the world signal that climate change is no longer part of a brand’s mission, but a collective task.
The onset of the pandemic intensified the focus on sustainability and thus ceased to be a general concern and became the main focus of every brand and every product. Customers have also shown a willingness to support brands that keep their promises and contribute to the environment, even if it means paying a higher price or sacrificing certain benefits. The great news is that there is no shortage of new ideas in the market. Our innovative nature pushes us forward, away from what we once did.
Below zero
One of the most important movements in sustainability – reducing the carbon footprint and achieving carbon neutrality – has made great strides over the years. Many brands are taking steps to reduce carbon levels to zero net production, while some other brands think even that is not good enough, but want to achieve carbon negativity. To achieve this, more than 100% of the carbon dioxide emissions they generate need to be compensated by removing carbon from the environment. It is a goal that requires dedication, ingenuity at every step of the supply chain, and an advanced insight into how our actions affect the environment around us.
For example, the men’s care brand Bulldog accepted this challenge and incorporated sugar cane tubes grown in Brazil into all production lines. The use of new biologically based components does not result in changes in shape or functionality, but greatly reduces harmful carbon emissions. For every 100 tons of sugar cane plastic used in their products, Bulldog removes 309 tons of CO2 from the environment. Due to its carbon absorption during its natural life cycle and the minimal rains required for growth, the sugar cane plant is an extremely sustainable material. How good a job they did is shown by the fact that consumers did not notice a difference in product functionality or ingredients until the brand began to be promoted as pure.
The definition of sustainability continues to evolve as new ideas are brought in and positive trends for the future of our planet are developed.
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