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.

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.

How Funny Marketing Campaigns Can Bring Awareness to Real Issues of Our World

June 2, 2023

Taking a look into Liquid Death’s newest campaign with Whitney Cummings and how they address the plastic pollution crisis with humor.

As summer starts to roll around and the days become hotter, the changing weather is often on people’s minds and the starter of conversations. There’s no doubt that the issues of climate change have been at the forefront of many conversations in recent years.

June 5th has been known as ‘World Environment Day ‘’ for over fifty-one years and was created and led by the United Nations Environment Programme (UNEP). According to UNEP, World Environment Day serves as the largest global platform for environmental public outreach, attracting millions of participants worldwide. Each year, the event revolves around a theme relevant to environmental challenges, and this year’s theme highlights the global effort to #BeatPlasticPollution.

But why is it important to recognize and celebrate June 5th? What relevance does it hold for brands and companies engaged in advertising and marketing?

Capturing caring consumer’s attention

In today’s fast-paced and information-saturated world, capturing people’s attention and raising awareness about real issues can be a challenging task. However, through the use of humor brands have found a way to not only engage with their target audience but also bring attention to their social and environmental issues that might otherwise go unnoticed or unknown.

Liquid Death, in collaboration with comedian Whitney Cummings, launched a satirical marketing campaign to emphasize the pressing nature of our world’s plastic pollution crisis. In this bold and attention-grabbing ad, Cummings portrays a customer of Liquid Death’s Recycled Plastic Surgery Center. Through satire, the video humorously suggests a solution to our plastic waste problem by proposing using it for our own plastic surgery instead of ending up in landfills.

Here’s 5 things Liquid Death did brilliant with their campaign:

1. Grabbing Attention: Humorous ads have a higher chance of grabbing people’s attention amidst the noise of countless ads bombarding consumers every day. Liquid Death as a brand is known for its edgy and slightly shocking brand advocacy. Using a well-known comedian like Whitney Cummings known for their unapologetic and blunt humor as a brand’s spokesperson is sure to grab consumers attention.

2. Memorable Messaging: By showing people having plastic bottles shoved in as butt implants, playing on the term “plastic surgery”, Liquid Death is sure to ingrain the memorable imagery and message into the audience’s mind. By associating a real issue with humor, marketing campaigns can leave a memorable mark on the audience’s mind.

3. Brand Alignment: If the ad effectively showcases the brand’s commitment to environmental sustainability (Liquid Death’s recyclable aluminum cans) and highlights specific initiatives or practices (commentary on plastic’s true un-recyclability nature), it can create a positive association with the cause and resonate with the environmentally conscious consumers.

4. Message Clarity: In terms of Liquid Death, the message seems pretty straightforward: don’t choose plastic, choose our recyclable aluminum product. The ad effectively communicates the key message or call to action related to World Environmental Day. Clear and concise messaging ensures that the audience understands the purpose of the campaign and encourages them to take action or support the cause.

5. Measurable Impact: An effective marketing ad success can be measured by tangible outcomes, such as increased website traffic, social media engagement, or a surge in donations or support for the plastic pollution cause. Tracking these metrics can help evaluate the effectiveness of the campaign and its true impact,

#BeatPlasticPollution

By leveraging the messaging of World Environment Day #BeatPlasticPollution theme in their marketing efforts, Liquid Death have undoubtedly left their mark on this high awareness day. It’s clever, entertaining, but also has a meaningful slant on a very real world problem.

On a day like World Environment Day brands and companies have a chance to highlight their own sustainability initiatives and achievements. By sharing their eco-friendly practices, such as reducing plastic packaging, or implementing recycling programs, or reducing carbon footprint brands can showcase their environment-consciousness.

Here at Bodhi & Co., we strive to work with brands that want to do good in society and share their messaging in an engaging and authentic way. If we can help you with your next marketing campaign, get in touch today Dani@wearebodhiandco.com

Cooper Shaw

With an eye for strategic content creation and crafting marketing campaigns, Cooper is a creative marketer who loves combining visual and written aspects of storytelling.

Tag: World Environment Day