What Sustainability Really Means
Sustainability is everywhere: on labels, in Instagram bios and woven into marketing copy. And while I love seeing it become part of the mainstream conversation, it’s also clear how easily it can be used for optics rather than impact.
I recently saw a brand I admire share its sustainability initiatives. It looked beautifully packaged, but when I dug deeper, I found myself questioning how much was real and how much was just good marketing.
That moment reminded me why I now take a closer look. I’m not chasing perfection, but I am looking for honesty. I deeply respect brands that say, “We’re not there yet, but here’s what we’re working on.” That kind of transparency builds trust, connection, and real progress.
My Sustainability Lens
When I engage with a brand, I ask:
How is the product made, and by whom?
Can it be recycled, repurposed, or passed down?
Or will it end up in landfill?
If a product is made for convenience over care, mass-produced, disposable, or built to be forgotten, I hesitate. Brands like Temu and Shein? I understand their appeal, but their model of hyper-consumption doesn't align with what I value.
The Shift Is Happening
Thankfully, the tide is turning. More consumers are questioning, and more founders are stepping up. Sustainability isn’t a niche anymore — it’s becoming a baseline expectation. In product-based businesses, it’s complicated and often costly, but it’s possible.
In my own journey, I partnered with the Sustainable Fibre Alliance to address long-standing industry issues. It wasn’t easy, but it mattered.
Why It Matters
To me, sustainability is about legacy, not just how something is made, but why, where and for how long it will last. Doing the right thing shouldn’t be a trend. It should be the standard.
If you’re a founder at the beginning of your e-commerce journey, sustainability shouldn’t be an afterthought. It should be one of the first things you ask yourself about your product and your brand. How will this impact people, the planet, and future generations? What footprint will your business leave behind?
Because building a brand with intention from the start is far easier - and far more powerful - than trying to bolt on values later.
Your business can be a force for good.
