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#WISDOMWEDNESDAY WITH LOOP - FEBRUARY '25
February '25 | Vol. 1
The Kantamanto Fire: A Burning Reminder of Fashion’s Waste Crisis
Image: The OR Foundation, @theorispresent
Image: The OR Foundation, @theorispresent
Last year, I called out the well-intentioned but ultimately flawed idea of swap parties and donations. Spoiler alert: they’re not the solution. Only 8% of donated clothing is reused locally, while 57% ends up in landfills and 25% is incinerated. Let’s put that into perspective:
- Every 16 seconds, we throw away clothing equivalent to the height of the Eiffel Tower.
- Every seven minutes, we discard a pile as tall as Mount Everest.
- In less than eight months, our discarded clothing could reach the moon.
Image: The OR Foundation, @theorispresent
The Kantamanto fire is a wake-up call. Donating, swapping, or recycling won’t fix this mess. As Vivienne Westwood put it: “Buy less, choose well, and make it last.” So, how do we actually do that? Glad you asked.
Here's Your Action Plan
- Buy Less, Choose Wisely: Break the cycle of overconsumption. Resist impulse buys and “retail therapy” (yes, even when it’s on sale). Remember, quality over quantity: invest in timeless, high-quality pieces. If it falls apart after three washes, it’s not a bargain - it’s a scam.
- Shop Secondhand: Thrift stores and online resale platforms are treasure troves of unique finds. Plus, you’re saving clothes from landfills. Win-win.
- Mend and Repair: Don’t toss clothing at the first sign of wear. Learn basic sewing skills - it’s like CPR for your wardrobe.
- Donate Thoughtfully: If you’re donating, make sure it’s going to organizations that genuinely need it, not just to landfills abroad. Donate to the fire relief efforts for the Kantamanto Market - Donorbox: kantamanto.theor.org
Image: The OR Foundation, @theorispresent
The Kantamanto fire didn’t just destroy textiles - it exposed the absurdity of a system built on overproduction and waste. It’s time to stop treating fashion like it’s disposable and start treating it like the finite resource it is. Let’s use this moment to rethink our relationship with clothing and make choices that honor both people and the planet.
You can donate via: Donorbox: kantamanto.theor.org
February '25 | Vol. 2
Selling Less to Mean More: Can Marketing Drive Sustainable Practices
In a world where consumerism often overshadows sustainability, the role of marketing and strategy in shaping a more responsible future has never been more critical. As the creator of two sustainable brands, I've always championed the idea of "buying less, but buying better" - a philosophy that challenges traditional business models but aligns with the urgent need for environmental and social responsibility. To explore how marketing and strategy can drive this shift, I sat down with Olivia Plotnick, founder of wai social, a seasoned business marketing and strategy leader with a wealth of experience in shaping brand narratives and driving impactful campaigns. Olivia's insights shed light on how strategic thinking can transcend traditional advertising to address systemic challenges, foster collaboration across industries, and redefine success in a way that prioritizes both profit and purpose.
Image: Olivia Plotnik, founder of wai social
Leveraging Influence for Sustainability
The evolution of purpose brands has been a double-edged sword. While many brands have embraced sustainability in their marketing materials, few have made a tangible impact. Olivia reflects on this shift:
“We got lost in the era of purpose brands who champion sustainability as a *message*, but few are actually creating impact. The real power moving forward lies in addressing market needs while creating a great product that also does good.”
Brands like Tony's Chocolonely and Stella McCartney stand out as examples of how purpose and profit can coexist. These brands have successfully balanced market demands with meaningful sustainability efforts, proving that it's possible to create products that resonate with consumers while driving positive change.
For marketing and strategy firms, this presents an opportunity to help brands move beyond superficial messaging and embed sustainability into their core operations. By aligning brand narratives with actionable impact, marketers can play a pivotal role in shifting consumer behavior toward more responsible consumption.
Ethical Responsibility and Bridging Commercial Goals
One of the biggest challenges for marketers is balancing the ethical responsibility of promoting sustainability with the commercial goals of driving sales. Olivia emphasizes the importance of making sustainability aspirational rather than charitable:
Take Liquid Death, for example. By selling water in aluminum cans, the brand addresses the issue of plastic waste, but its marketing focuses on making the product cool and desirable. The sustainability message is there, but it's not the primary selling point. This approach allows consumers to feel good about their purchase without feeling like they're sacrificing style or quality.
For marketing firms, this means rethinking how sustainability is communicated. Instead of guilt-tripping consumers into making “responsible” choices, the focus should be on creating emotional connections that make sustainable products feel aspirational and aligned with their values.
Strategic Frameworks for Systemic Change
While smaller brands often lead the way in sustainability, larger brands like Lululemon and Nike have been slower to adopt meaningful changes. Olivia explains why:
"Smaller brands have the power to influence bigger brands. Once companies get really big, it's harder for them to innovate. But when smaller brands offer sustainable solutions, consumers start demanding the same from bigger players."
Smaller brands, like Veja, unburdened by the pressures of shareholders and short-term profit goals, can experiment with sustainable practices, and prove their viability. This, in turn, creates a ripple effect, pushing larger brands to follow suit.
Marketing and strategy firms can play a crucial role in this process by helping smaller brands amplify their impact and by advocating for sustainable practices within larger organizations. By bridging the gap between innovation and scale, marketers can drive systemic change across industries.
Measuring Impact Beyond Profit
Success in sustainability isn't just about revenue—it's about creating meaningful impact. Olivia suggests that marketers should look beyond traditional KPIs and focus on how consumers engage with brands:
"Success isn't just about sales. It's about how consumers talk about your brand. Are they using different keywords? Are they sharing your product in the context of sustainability? That's how you know you're making an impact."
For example, brands like Reformation have successfully integrated sustainability into their messaging, highlighting the gallons of water saved or the carbon emissions reduced with each purchase. This not only resonates with consumers but also creates a measurable impact that goes beyond profit margins.
Marketing firms can help brands develop frameworks to track these metrics, using tools like social listening to understand how sustainability efforts are influencing consumer behavior and brand perception.
The Future of Strategic Thinking
Looking ahead, Olivia envisions a future where strategic thinking evolves to prioritize long-term impact over short-term gains:
“Strategic thinking needs to evolve beyond short-term gains. We have the tools to reshape systems and drive genuine transformation. The question is, are we willing to use them?”
This shift requires a fundamental rethinking of how value is created and measured. Brands must move away from the relentless pursuit of growth and instead focus on creating products and experiences that align with the needs of both consumers and the planet.
Marketing and strategy firms have a unique opportunity to lead this charge. By leveraging their influence, resources, and creativity, they can help brands redefine success and drive the cultural and behavioral shifts needed to build a more sustainable future.
The conversation with Olivia Plotnick underscores the immense potential of marketing and strategy firms to drive meaningful change. By making sustainability aspirational, fostering collaboration across industries, and redefining success beyond profit, marketers can help brands sell less but with more impact.
As Olivia reminds us, "The power of marketing lies not just in selling products, but in shaping culture and behavior at scale. The question is, how will we use that power?"
The time to act is now. By embracing their role as catalysts for change, marketing and strategy firms can help build a future where sustainability is not just a buzzword, but a way of life.
