… and what brands can do to meet growing consumer demand for a sustainable future

BY SHIRA NATHAN | HEATHER BOWEN RAY CONSULTING

THE WELLNESS INDUSTRY ’ S ethos of healing , growth and care aptly aligns with sustainability principles . Yet , many brands are not taking advantage of these overlaps , often relying on consumers ’ lack of expertise about product development . Younger generations , especially Gen Z , are changing the game . As a generation that is sensitive to climate change and educated about sustainability practices , their spending behaviors will force deep branding changes . According to the World Economic Forum ,“ three-quarters of [ Gen Z ] prefer to buy sustainably rather than to go for brand names .”

Wellness businesses increasingly recognize the rising importance of sustainability to consumers . Rather than adjusting their practices , some businesses mislead with “ greenwashing ,” using tactics such as : l Brown packaging featuring green , earthy motifs l Labels using unsupported buzzwords like eco-friendly , environmentally conscious or made with recycled materials l Vague web pages dedicated to sustainability Greenwashing is easy , pervasive and effective . As a consumer , you ’ re lured in , and before you know it , a company may claim its harmful products or policies are actually part of your personal carbon footprint . Notably , fossil fuel company BP and advertising firm Ogilvy &

Mather originally coined the term “ carbon footprint ” in a 2004 rebrand to portray individuals , rather than companies , as responsible for climate change .

Businesses have a responsibility to do right by customers and the planet , and customers should not have to wade through a sea of complicated statements to make a decision . Following are ways customers can navigate greenwashing to hold companies accountable .

Top 5 sustainability markers 1 . Verifiable certifications help prove a company walks its talk . Look for : l B-Corps : Rigorous screening is involved in this designation granted to businesses “ that meet the highest standards of verified social and environmental performance , public transparency and legal accountability to balance profit and purpose .” l Ecocert COSMOS : Standards of this natural and organic certification for cosmetics include no GMOs and recyclable packaging . l Leaping Bunny : Suppliers are required to submit documentation of cruelty-free products and no animal testing . l NSF : An internationally recognized certification that verifies a minimum of 70 percent organic content , among other criteria .

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