The building blocks of sustainability
In early 2018, iconic toy brand LEGO announced their plans to manufacture most of its products and packaging from sustainable plastics by 2030. Along with this announcement, the brand released its first sustainable blocks made from sugarcane plastic rather than oil-based plastics. Sustainability has become a strong force in business, with consumers becoming more aware of how their consumption impacts the longevity of the world’s resources – the world is expected to product 2.2 billion tonnes of waste annually by 2025.1 In fact, one third of consumers internationally choose to purchase from brands that are socially or environmentally good.2 Additionally, 66% of consumers are willing to pay more for sustainable products.3
LEGO is not the only brand innovating for sustainability. A number of brands globally are implementing sustainable business practices to appeal to the conscious consumer and lower their environmental footprint. For example, Ekoplaza, a supermarket chain in the Netherlands, opened a plastic-free aisle earlier this year where products are displayed in packaging alternatives such as glass, cardboard and compostable materials. The chain intends to roll out the aisle to the rest of its stores by the end of 2018. Adventure-wear brand The North Face has created its own circular fashion system, where it re-uses garments that have been returned or deemed defective. Garments are refurbished where necessary and cleaned before being sold online at a discounted price, reducing the number of wasted products.
In addition to brands incorporating sustainable business practices, research into biodegradable alternatives for packaging and products is fruitful, with a number of options in development. For example, crab shells and tree fibre has been used by to create sustainable packaging that may actually keep food fresh for longer than traditional plastic packaging. Algae is being used by Algalife to create biodegradable clothing that provides additional benefits to the wearer such as vitamins and antioxidants released onto skin.
Advances in science and thinking have resulted in alternatives to many plastics and unsustainable products. While it may take some time for consumers to adjust to sustainable consumption, brands can take the lead to encourage a positive future where the environment can co-exist with financial goals.