In 2021, Treasure Tress reported Black British women spend £200 million a year on hair products.
Whether we’re naturals restocking our shelves, or product junkies browsing for the next holy grail…we’ve got a lot to answer for. Wasted products and containers quickly stack up. So does your business’s environmental impact.
More businesses are embracing sustainable practices as part of their brand. But to smaller or newer businesses, it can seem…intimidating.
Small businesses can’t impact the earth that much, right?
As business owners, let’s set the example. It’s easier to get into good, sustainable habits now — attracting dream customers — instead of rebranding later.
Let’s kick-start your brand’s big-brain moment.
Rising awareness means more customers are concerned about animal cruelty, recyclable packaging, and sustainably sourced ingredients (Euromonitor, 2021). Climate change, employee rights, and racial injustice are a few social causes your buyers are eager to get behind.
Millennials and Gen Xers, especially.
Our shopping habits show we’re looking out for the world, environmentally and socially. Ethical practices are here to stay.
The downside? Less ethical businesses are catching on, for the wrong reasons. They’re ignoring the warning signs they’re greenwashing their brand. Brands can and will (and do) slap words like “organic” “ethical” and “vegan” all over their product, without actually delivering sustainable goods.
Let’s make sure you don’t fall into the same trap.
Sustainability has been a white-dominated space up until this point, but luckily bigger hair brands such as Afrocenchix, Boucleme and Anita Grant are changing that narrative…
I’ve got some small, easy tips that’ll change your beauty brand from mean to green. Protect tomorrow’s planet with today’s actions — starting right now.
How to Make Your Brand More Sustainable
1. Reduce waste
Postage: Ever ordered something small online, for it to arrive in a box taking up half your living room? For me, it was my daughter’s foldable Aquadoodle sheet. Make sure your packaging matches the size of the item.
If it needs cushioning, no worries. Recycled materials, like shredded cardboard and sheep wool are used in eco-friendly circles (Root2tip are real ones for this).
We all get excited when the postman comes knocking (just a little, admit it). But your customers aren’t playing pass-the-parcel. Excessive layers aren’t necessary. Bin (or recycle) the box-in-a-box-in-a-bigger-box nonsense.
Packaging: Refillable packaging has come a long way since the shapeless, goop-filled bags. Attractive, reusable packaging is storming the hair industry. Reusable containers are a chance to reach out to your loyal customers (discounted refills, anyone?).
Aluminium, while dangerous IN cosmetics, is a lightweight packaging option. They’re reusable. And downright sexy.
2. Invest in marketers (and writers) who share your values
You want your network to be the real deal. You’ve got an eye for people who pass the vibe check. So get to know the people who work for you. Double-check your supplier is legit. You’ll feel daft having “organic” all over your packaging if your product is anything BUT.
Ask questions. Like:
- Are the ingredients sustainable? For example, Palm oil can devastate the environment. Cheaper, more eco-friendly options are out there.
- Is the business Fairtrade? Was your product sourced ethically, supporting the farmer’s rights?
3. Stay connected to nature
You’re already doing the natural ingredients haircare thing. Shopping locally (where possible), hits on 2 levels:
- Supporting your local community/economy.
- Cutting carbon emissions and transport costs.
4. Be transparent
Be clear with your values, goals, and sourcing.
Nobody’s saying you’ll be carbon neutral straight out the gate. Knowing and pointing out your shortcomings makes your brand more real. And likeable. People find brands with goals more rootable.
5. Reduce water usage
When crafting your recipes, and with your business practices, get stingy with your taps.
More brands like Sheabutter Cottage are creating “dry” products, encouraging customers to add water themselves with each use. This cuts your water and postage weights, AND the dry conditions also prolong the shelf-life of your products.
Easy win.
There’s Always Room for One More…
Sustainability is a strong net plus for your brand, customers, and planet.
Plant-based ingredients are less irritating to skin, and are cheaper to produce — compared with their man-made cousins. More customers are going green. Pledging stronger loyalty to brands sharing their ethical consciousness. They aren’t asking for change anymore; they’re demanding it.
So let’s get you up there with the greats, starting today.
Looking for a Black sustainable writer for your brand to get the word out there? Drop me a message and let’s chat.
The Copy Mixtress 