Brands adopt sustainability practices for a myriad of reasons. Some might feel a
genuine responsibility to reduce their impact, while others are simply trying to
capture a larger market share or comply with local environmental regulations.
Regardless of their primary motivation, there’s no denying the positive
marketing value of these efforts. A well-executed sustainability story can
attract positive press, increase sales, and grow brand loyalty among discerning
consumers that incorporate these values in their purchase decisions.
In some cases, however, the tide that draws in consumers can also turn into a
storm surge. Although fairly uncommon, an untrue or inflated sustainability
claim — once exposed — can wreak havoc on a brand’s reputation and trigger the
wrath of a greenwashed customer. While this ire is typically reserved for those
brands blatantly falsifying their sustainability achievements, it can
occasionally rain down upon well-intentioned companies that simply didn’t do
their complete due diligence or ignored the nuances of sustainability jargon and
standards.
One brand unintentionally caught in such a storm surge is Kevin
Murphy — a world-class Australian beauty brand
with its ethos rooted in social and corporate responsibility. For those who
missed the initial reporting, the brand recently faced a situation every
sustainability pioneer fears: Its sustainability story backfired as a result of
broad ocean plastic
claims
that proved too good to be true.
How did this happen to a brand that was legitimately trying to do all the right
things? The company had ambitious goals, good intentions and put in the hard
work. Grounded in realism, it was willing to absorb additional costs to get
started and had a successful launch met with a positive consumer response.
Despite the momentum and sales growth, the success turned quickly into a brand’s
worst-case scenario in which CEO Laurent Misischi found himself walking back
a bold — and ultimately undeliverable — promise: cosmetics packaging made from
100 percent “plastic pulled from the ocean.”
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From a sustainability insider’s point of view, the claim was doomed from the
start. There is simply not sufficient quantity, or quality, of plastic being
pulled from the ocean today. Unfortunately, the Kevin Murphy team had already
sold products advertised with this claim by the time it became evident that it
was unachievable. Graceful as always, the company quickly communicated its
mistake with tact, transparency and an action plan to make it right. Its
quick
response
and continued integrity will undoubtedly resonate with its loyal customer base
and allow the brand to regroup and recover from this unfortunate and unintended
setback.
Room for mistakes, room for growth
Incidents like this are often cited by hesitant brands worried that the risk of
such a misstep isn’t worth the benefits. Introducing new sustainable materials
requires new supply
chains
and start-up costs, so any backlash following an initially successful launch
inevitably deters action.
The plastic pollution
crisis
is too big and too urgent to be shelved any longer. Instead of vilifying those
who
stumble
on their aggressive paths to sustainability, these trailblazers must be
supported when things don’t go as planned; and more importantly, commended when
they are open and forthcoming regarding their initial mistakes.
Sustainability leaders must continue recognizing and praising brands such as
Kevin Murphy for their leadership, vision, commitment and transparency. Their
initial enthusiasm for adopting more sustainable practices and their graceful
recovery from their stumbling block is admirable. They learned the hard way; and
other brands, as well as the recycling industry supplying them, need to learn
and grow with them.
In this case, the issue was seemingly clear; the brand likely requested ocean
plastic and was led to believe their material was “pulled from the sea.” And
their partners — when facing the reality that they couldn’t deliver on that
promise — brushed the details under the rug in an attempt to satisfy an
ambitious brand.
Transparency is critical
Brands hear of ocean plastic and often begin their journey, like Kevin Murphy,
seeking plastic pulled from the ocean that is of similar cost and quality to
virgin material. Unfortunately, this is indeed a rare unicorn.
Taking a broader approach by including a wider range of
sources
ultimately allows brands to meet their goals while making claims they can
confidently stand behind. Clear collection area
classifications
promote transparency and truth in marketing. All post-consumer recycled (PCR)
plastic usage is important as it reduces pollution while decreasing the need for
virgin resin. And while ocean plastic is highly visible and has a compelling
story to tell, brands should be equally proud to tout their use of waste plastic
sourced from emerging
markets,
where it heavily pollutes the land.
There is a real opportunity to transition from a virgin-plastic-based economy to
a circular
one.
Every action replacing virgin material during the production process with PCR —
be it 100 percent or even 20 percent of total volume — is a step in the right
direction. The recycling industry and their advocates have the opportunity and
responsibility to recognize these successes, even when they’re not as tidy and
ideal as some would like. Brands must communicate transparently, quantifying the
impact for customers and investors. Working together, these stakeholders can
build greater awareness among consumers around how every ton of recycled plastic
— regardless of origin — contributes to a more sustainable and circular future.
At the end of the day, usage of recycled plastic from any source moves us closer
to the sustainable path forward we truly need.
Interested in providing your customers with more marketing transparency around
your next sustainable product launch? Oceanworks
is here to help: Contact us to learn more.
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Published Jun 16, 2021 8am EDT / 5am PDT / 1pm BST / 2pm CEST