Fashion Forward: Leading the Charge Towards Sustainability

May 31, 2024

Rethinking Consumption 

How can we create a more sustainable planet? This is a question we ask ourselves everyday. Rather than adding more to our lives, the answer lies in simplicity. We should aim to maximize the use of existing resources by repairing them and finding innovative ways to repurpose materials instead of constantly buying new ones. 

A Devastating Reality

A huge contributor to waste and overconsumption is fast fashion, and the clothes that are produced and consumed in this industry. 

First, let’s define what fast fashion is. It is “a term used to describe the readily available, inexpensively made fashion of today.” Similar to “fast food”, “fast fashion” connotes unhealthiness and overconsumption. It is difficult to put a finger on where the product comes from and who has a hand in producing it. 

In her TED talk, The Simple Solution to Fast Fashion, Josephine Philips, the founder of SOJO, a fashion repair app, talks about how “fashion waste levels have reached 92 million metric tons. If you put everyone that lives in Europe on one massive weighing scale, the amount of fashion waste we produce annually would be more than every person combined in Europe.”

The fast fashion industry not only raises questions about the ethical and humane treatment of the people working in its supply chain, but it also creates enormous environmental issues that have more implications than the aviation and shipping industries combined. 

Can we move away from consumer culture?

This World Environment Day, let’s rethink our approach to sustainability. The reality we face calls for a shift in our mindset towards consumption. It is time to break away from the cycle of excessive waste and embrace sustainable alternatives.

Let’s acknowledge the potential we have to change the way we purchase and consume clothing. By purchasing from smaller, more sustainable brands, we are able to make more conscious choices that contribute to a more sustainable planet for everyone.

Eco-Friendly Options

Brands like Pantee, SOJO, Thought Clothing, and Reformation are just several brands that exemplify the power of innovation and conscious consumption in the fashion industry. Based out of the UK, Pantee is a sustainable underwear brand that transforms ‘deadstock’ materials into new garments. 

Katie and Amanda, the sister duo behind Pantee, were insistent that new t-shirts and materials should not end up in the landfill. And Pantee was born. Their underwear and more recently basic range, are anything but basic. We love everything about what they are doing and what they stand for. 

SOJO, a London-based app, is dedicated to making clothing work for each person. Whether it is through in-house alterations and repairs or connecting consumers with the closest tailors, they get the job done. Less throwing away, and more, hanging on to your favorites and wearing them time and time again. 

Thought Clothing focuses on creating stylish and eco-friendly clothing using sustainable materials like bamboo and recycled materials in their clothing. They also prioritize ethical manufacturing practices and transparency throughout their supply chain. 

Reformation, a pioneer in the sustainable fashion industry emphasizes the importance of the circular economy, such as garment recycling and upcycling programs, to minimize waste and extend the lifespan of their products. 

Our Passion for Sustainability

At Bodhi and Co., we have had the privilege of collaborating with experts in the field of sustainability. Our partnerships span across continents, working closely with institutions like MIT. Professor Randy Kirchain, Co-director and principal research scientist at the Concrete Sustainability Hub And the Carbon Trust in the UK. 

Our commitment to sustainability extends beyond borders. In the UK, we have tackled environmental challenges, such as reducing single-plastic usage, and developed a sustainable solution for chilled food packaging. But it’s often even the smaller things that soon add up. Do you really need to print branded t-shirts for a trade show that no one is going to wear? As marketeers and ambassadors, we take our role seriously when finding good sustainable solutions, especially when it comes down to merch.  

What Can You Do?

What can you do now to make a difference? The answer is simple. Purchase from smaller, sustainable brands like the ones mentioned above to make more conscious choices. 

Minimize the amount of waste we use by using apps like SOJO and repurposing old clothing and repairing items instead of replacing them, and don’t forget to recycle whenever you can! It makes a huge difference on the Earth. 

Spread awareness about the environmental impact of fast fashion and the importance of using sustainable alternatives and support small businesses that promote sustainability in the fashion industry. 

With Love

At Bodhi and Co., we love our Earth and want it to last as long as it can. That is why we are deeply committed to nurturing our planet and creating a more sustainable future for generations to come.

We believe that every action counts, no matter how small it may seem. Whether it is choosing to support sustainable brands or making conscious choices in our daily lives, each step towards sustainability matters.

Together, we can make a significant impact on our planet and create a brighter, greener future for all. 

Author Headshot

Ana Dennis

Ana is driven by a passion for content creation and marketing campaigns and excels at blending visual and written storytelling to create impactful marketing campaigns.

Hope Ball Raises $3 Million in 10 Years

May 16, 2024

In a celebration marked by elegance and generosity, the 40th Biennial Hope Ball illuminated Greenville on Friday April 26th, 2024, raising over $704,000 in a single night, marking the largest amount ever raised in the history of the Hope Ball.

Held for the first time at The 405 Venue with catering by Table 301, 522 guests and over 44 sponsors gathered to raise money for Neighborhood Cancer Connection. With cocktails from Six and Twenty Distillery and live music from Atlantic Party Fantastics, it was a spectacular event, and a great time was had by all that attended. 

Since 1984, the ball has proved the power of giving and the resilience of our Greenville community. A now tradition in the Greenville calendar, this year marked a significant milestone as The Hope Ball celebrated their 40th anniversary of this special event.

Held every two years, the Hope Ball is an elegant, black-tie dinner and dance. The glamorous event is organized by a dedicated team of 50 volunteers (all of whom are female) and provides funding for the Neighborhood Cancer Connection, for over 2 years, helping over 2,000 cancer patients and their families. 

44 Sponsors helped to make this year’s event truly special. Special mentions go out to Gastroenterology Associates, Interim Healthcare, ProSource, Prisma, and Bon Secours.

As we reflect on this milestone, we are reminded of the impact that collective action can have on our community. Bodhi and Co. are incredibly proud to have played a part in making this year’s event a huge success, along with many other sponsors and partners. 

“Events like these are vital for a local charity like ours and the cancer patients who depend on us,: says Angela Green, Chair of the Hope Ball. “Over the past 10 years, the Hope Ball has raised over 3 million dollars to help cancer patients and their families in Greenville. We can’t wait to do it all again in April 2026.”

The support the Hope Ball receives ensures the Neighborhood Cancer Connection can continue to help local cancer patients in our community. From financial aid to counseling, nutrition to equipment, the local charity takes a holistic approach to helping local cancer patients. 

The Hope Ball and the supporting events that led up to the big night were organized by a dedicated group of 50 volunteers with a variety of backgrounds and professional expertise. Dani Wilkinson founder and CMO of Bodhi and Co., worked on the PR and Marketing Team, helping to spread the message of the work done and the money raised, as well as building excitement in the run up to the event.

Author Headshot

Ana Dennis

Ana is driven by a passion for content creation and marketing campaigns and excels at blending visual and written storytelling to create impactful marketing campaigns.

Super Bowl storytelling: the fumbles and touchdowns (winners / losers)

February 13, 2023

Ads have come a long way over the past few years, moving away from sales focused “buy buy buy” messaging to focus more on storytelling.  It’s been a slow but significant shift as companies have started to focus less on a particular product and more on the brand and what it stands for. 

When it’s done well, the business impact is huge. Converting someone from casual product purchaser to long-term brand loyalist can create a sustainable sales pipeline with readymade brand advocates just waiting to sing your praises to friends and family. 

But not all of this year’s Super Bowl commercials landed their story. 

The Oscars of the Ad World

When it comes to advertising, there’s no bigger spot in the calendar than the Super Bowl. The game itself has almost become a supporting act for the commercials and half-time show. 

Drawing in at least 100 million viewers almost every year, over 40% of people tuning in say they’re watching the Super Bowl for the commercials. 

It’s why companies pay an average of $7 million per 30-second spot – and that’s just for airtime alone, not production costs. 

Big names over big stories 

From A-list actors and chart-topping singers to sports stars, there was no shortage of famous faces in the 2023 Super Bowl commercials

For many of the ads, it felt like a competition to include as many celebrities as possible as a way to grab attention and make it onto one of the many coveted “Best Super Bowl Ad Ever” lists. 

Uber One fell into this trap. Their commercial featured everyone from Montell Jordan and Kelis to Donna Lewis and Ylvis trying – and failing – to resuscitate “What does the Fox Say?”. The result was a disjointed collection of cameos tenuously tied together with a simplistic “one song for Uber One” tagline. 

Doritos took a similar approach, packing together the unlikely combination of Jack Harlow, Missy Elliot and Elton John in a triangle-themed attempt to appeal to everyone that was just a bit… cheesy.  

By focusing on big names rather than a story, these ads feel like a dated step back to those “buy buy buy” commercials – and not in a fun nostalgic way. 

They felt chaotic. Worse still, they were forgettable. 

Selling the story

Some companies managed to fight the temptation to land as many big names as the budget allowed, focusing on creating a story instead. 

Dunkin’ Donuts nailed it. Teaming up with of-the-moment newlyweds Ben Affleck and Jennifer Lopez, it was a masterclass in the power of the unexpected. 

Going to a Dunkin’ drive thru and being served by Ben Affleck? Unexpected. Superstars doing everyday things? Unexpected. JLo eating a donut? Unexpected. 

Wrapped up with the “Get me a glazed” tagline, it’s immediately memorable because of the story it’s told and what that story says about the brand – delicious enough for superstars, but still part of your everyday life. 

Gamification of the game 

Another show-stealing commercial was Molson Coors. With Budweiser ending their 33-year exclusivity deal with the NFL, there was a major opportunity for other alcohol brands.

The pressure was on for booze brands who decided to invest. For their first Super Bowl commercial since the 1980s, Molson Coors perfectly matched their ad to the occasion using gamification and betting through their partnership with DraftKings

Viewers could win a share of $500k through a free-to-play pool on DraftKings where they had to predict the answers to 12 questions, including which Molson Coors beer would be the grand finale of the ad.

With wagers placed on everything from the length of the national anthem to the color of the Gatorade, this commercial was a masterclass in matching an ad to its context and the power of interactivity. 

Why stories matter 

The 2023 Super Bowl ads are an important reminder of the importance and power of storytelling – especially when time is tight. It’s not just that stories entertain, our brains are wired to listen to and react in a more emotional and meaningful way to a story. 

Research by neuroscientists has shown that brain activity increases five fold when we hear a story. More activity means more connections are formed in the brain, helping us remember things better when they’re presented as a story. 

Not only that, but stories also release a burst of Oxytoxin – the feel-good or love hormone that’s mostly associated with bonding. Recall and a sense of connection – the holy grail for advertisers, especially those spending the big bucks to reach millions of Super Bowl viewers. 

It is powerful stuff. Brands that can tell a story shift from demanding attention to earning it, creating a memorable link that’s more likely to last beyond the next commercial break. 

Telling your story 

From pizza to Fintech, the Bodhi & Co. team work with companies around the world to help them define their story and tell it in a way that delivers commercial impact.  Get in touch to tell us more about your brand challenges and find out more about how we could help you tell your story.

Author Headshot

Roanna Lynch

A creative copywriter who really gets the context and company behind the campaign, Roanna helps brands express themselves in a way that’s memorable to the audiences that matter most.

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