“Iconic” is a coveted status many brands aspire. To be elevated to that status, a brand must stand out amongst the elite!
Chanel, Puma, Coca-Cola, Starbucks and Ritz Carlton to name a few, are leading brands with strong name recognition. Mega companies like these have positioned themselves strategically in the marketplace that when we think of coffee, we run to Starbucks or if we’re looking for a unique and sophisticated scent, we buy Chanel.
Did you know companies like these are increasing their sustainability efforts, with key stakeholders paying more attention to a business’s environmental impact? A mounting body of research indicates that more businesses are investing in sustainability, to improve environmental quality, efficiency, profitability and reputation.
Let’s take a look at a few mega brands committed to sustainability such as: Chanel, Yves ST Laurent, Puma, Hennessy, Coca-Cola, Starbucks, Sierra Grande Lodge, W Hotel, The Willard Hotel, Ritz Carlton and Virgin America.
Chanel and Kering Group
Effluent wastage in the form of toxic chemicals leaves an indelible mark on our global carbon footprint. Revolutionizing the fashion industry, by showing due respect for the environment and working actively to reduce the damaging impact caused by its practices, are names such as Chanel and Yves St. Laurent. Chanel, involved with high-fashion clothing, perfumes, accessories, fine jewelry, watches, cosmetics and skin care, is creating buzz with its reforestation project in Latin America, towards sustainable development and offsetting carbon emissions.
High-end brands such as Yves St Laurent and Puma, owned by Kering Group, are making strides in sustainability endeavors for a greener world. In 2013, Kering was listed in the Dow Jones Sustainability World Indices Review. The group has set aside and quantified a number of achievable sustainability targets, to be met by year 2016. Kering is collaborating to promote sustainability in the Madagascar crocodile trade.
By taking part in sustainable fashion, with the launch of luxurious apparel creations that do minimal ill-effect to the environment, Kering Group has proved it is indeed serious about its commitment. The recent launch of Puma shoes re-cut project is a classic example of uniqueness in design, with the reuse of old material—thereby cutting waste. The initiative of Puma launching biodegradable trainers and shirts that are meant for rotting as compost upon shredding, is indeed commendable.
Reputable Eco-Brands
LVMH Moet Hennessy – Louis Vuitton reflects an incredible track record with its sustainability efforts. The group known for its iconic brands in apparels, accessories and footwear, is also listed in the Dow Jones World Index for sustainability. LVMH remains committed to France’s National for Biodiversity, ranging from 2011 to 2020. Likewise, the group has an environment, health and safety committee that meets annually to review practices towards sustainability development.
Amidst the long list of beverage companies, Coca-Cola remains in the DJSW Index list consistently, since 2008. It has introduced recycle zones for collecting rubbish and developed practices on recycling household waste. Since water is an indispensable ingredient of any beverage industry, Coca-Cola has strategized a program to reduce, recycle and replenish the water it consumes. Water used for washing of empty cans is further put into use for cooling its pumping equipment.
Landing on The Dow Jones Sustainability World Index for the fifth year in a row is Starbucks Coffee Company. The initiatives adopted by the company, such as recycling and reducing waste, building of greener stores and investments in reducing their carbon footprint, have fetched laurels in sustainability development.
Green Hotels
A name to reckon with in eco-tourism is the Sierra Grande Lodge and Spa. Owned by Ted Turner, this eco-friendly hotel, nestled upon a natural hot-water spring, allows for natural recreations while preserving its natural charm. In hospitality, Starwood Group has also etched a mark for itself with green choices, such as sustainable foods, beverages and practices.
Also, Ritz Carlton and The Willard Hotel are shining examples in this endeavor. Ritz Carlton hotels uses 30% less energy than a traditional hotel, through use of ultra-efficient materials and the latest construction technology. Water usage is reduced by 35% with the use of high-efficiency plumbing fixtures, saving approximately 700,000 gallons of water per year. Today, 100% of the Willard InterContinental Hotel’s electricity is garnered from renewable wind power. Also, green chemicals are used for their in-house laundry and hybrid vehicles are available for guest transportation to help reduce emissions on the road.
Eco-Friendly Flying
Since launching in 2007, Virgin America has built sustainable practices into their operation from day one. Their fleet is 25% more fuel efficient than the U.S. industry average. Likewise, Virgin America projects savings of approximately 3,600 tons of CO2 emissions, along with $1.9 million dollars in fuel savings –estimates are based on a per aircraft per annual basis.
Read part 2: Creativity, Audacity, Surprise, Femininity and Agility!