Levi Strauss & Co.’s vice president of sustainability, Michael Kobori, outlines three key ways in which businesses can bring sustainable practices to the level of the consumer in a blog post.
First, he says, make consumers aware of their environmental impact. Levi’s recently launched a campaign to make sure people understood their own impact. When people take the quiz and find out their habits are in the bottom third compared to others, Levi’s offers simple actions to improve their behavior.
Second, embed sustainability into your brand identity. Kobori says when Levi’s talks about why consumers should wash less, wash cold, and line dry, the company focuses on the benefits to the consumer — jeans will last longer, look and fit better — as opposed to the environmental benefits.
Finally, he writes “it’s all about the attitude.” Doom and gloom and holier-than-thou attitudes turn consumers off to the message.
Last month Levi’s said it has saved 1 billion liters of water since 2011 through its Water<Less process, which reduces the water used in garment finishing by up to 96 percent.