As consumers today increasingly demand eco-friendly, nontoxic products, businesses must take action to meet these demands. More and more, customers care about the environmental impact of the products they buy. 

In fact, in a recent survey of 6000 consumers in 11 different countries, 83% of consumers said that they believe it is important for companies to design eco-friendly products designed to be reused or recycled.

Going green not only helps the environment, but it also can help a brand build a positive reputation. However, the reputation can’t come without real, concrete action that aims to reduce a business’ environmental impact.

This guide helps businesses learn not only how to "go green," but also how to promote their reputation as a green brand.

Design with Purpose

Any products you manufacture, whether it’s furniture, cleaning products or toys, should be designed with the environment in mind. This may look different depending on the type of product.

This is a basic tenet of a circular economy, an economy in which products are designed to be reused. A circular economy encourages the use of recycled materials, and encourages product design that allows for reuse. In this way, a circular economy renews resources, rather than depletes them.

First, if applicable, you should design your product to be reused or recycled. For example, clothing is more eco-friendly if it is designed with fabrics that can eventually be recycled. Some fabrics are more difficult than others to recycle, such as dyed yarns. An eco-conscious brand should keep the end of a product’s life cycle in mind.

Similarly, electronics manufacturers must design their electronic devices with e-waste in mind. This means that electronics should not contain too many harmful components that are impossible to recycle.

One of the clearest examples of a product designed to be easily recycled is the aluminum disposable cup. Unlike plastic, aluminum can be recycled over and over again without losing quality or value. Recyclability is a selling point for customers. In fact, the manufacturers of the aluminum cup, Ball, have made the cups recyclability a major part of their promotional campaign.

Second, your product should be designed to be durable and long-lasting. Consumers today are buying more than ever. While this is good for business, it has an extremely negative impact on the environment, as producing consumer products is an energy-intensive, polluting process. Help reduce overall consumption and resource use by designing your products to be used for a longer period of time.

Designing durable products also protects your brand’s reputation as a high quality business.

Use Green Materials

An important part of product design are the actual physical materials used to create the product.

First, if possible, use recycled materials to make new products. Almost every industry has at least one product, if not many, that can be made using recycled materials. Examples of products made with recycled materials include steel products, trash bags, egg cartons, books, carpeting, aluminum cans, plastic bottles, and motor oil.

Many products made using recycled materials include a label telling customers how much recycled material was used. With customers on the lookout for green products, this is a great way to show them that you’re committed to reducing your environmental impact.

Second, use low-carbon materials. Greenhouse gas emissions from material production have increased by 120% between 1995 and 2015 (Hertwich et al. 2021). While the most emissions came from construction and the manufacturing of machinery and vehicles, it’s crucial that all businesses work to reduce the carbon footprint of the materials they use.

Some materials, such as plastics and foam insulation, are extremely carbon-intensive to produce. While it may be difficult to avoid these materials completely, it is possible to source materials that have a lower carbon footprint. For example, switch to plastics produced using renewable energy.

Use Sustainable Packaging

Increasingly, customers care about how their products are packaged. A poll found that 84% of Americans are concerned about plastic and packaging waste. Using recycled or reusable packaging for your products not only reduces waste, but makes a positive impression on your customers.

There are several actions you can take to increase the sustainability of your product packaging.

Use as little packaging as possible. Many products come wrapped in several layers of plastic. This is not necessary. In fact, Amazon recently came out with the “Frustration Free Packaging Program,” a program that not only reduces the amount of packaging used for Amazon products, but also uses recycled packaging.

Use recycled packaging. While recycled packaging can be slightly more expensive, it has a huge impact on reducing waste, and is popular with consumers. Using recycled papers or cardboard to package your products is a great way to reduce your impact.

Use packaging that can be recycled or composted. Some materials, such as paper and cardboard, are easier to recycle and are therefore a greener solution for packaging. Avoid styrofoam and similar packaging materials that are very difficult to degrade, and end up in landfills.

Compostable packing materials are also a great option. Compostable materials include wheat straw fiber, recycled paper, bamboo, and polylactic acid (PLA), a type of plastic made from sugars.

Use reusable packaging. Many brands these days are getting creative with their packaging and finding ways to make it reusable. Customers love creativity, and so this can be a great option to add a little fun to your product.

For example, an eco-friendly toilet paper brand, Who Gives a Crap, wraps their holiday edition toilet paper in artist-designed tissue paper that is meant to be used as gift wrap; it even comes with a gift tag!

Reduce Your Transport Emissions

Whether by boat, plane, or truck, transporting your products is one of the most carbon-intensive activities any company undertakes. While larger, systemic changes (such as new fuel or transportation technologies) are needed to make a large difference, businesses can reduce their transport emissions in a few ways.

The best way to reduce your carbon footprint from transportation is simply to sell your products on a more local scale, at retailers close to you. Reducing transportation emissions in this way may result in reduced costs as well.

Measure your carbon footprint of transportation. This is the first step in addressing the issue. It is also recommended that you research fuels, fuel-efficient vehicles and alternate shipping routes that can reduce this footprint. Click to learn more about reducing your business’ transportation emissions.

Comply with Government Regulations

Many government regulations have been passed that intend to protect consumers and the environment from the effects of harmful substances in consumer products.

For example, the EU’s REACH regulation requires that products put on the market do not contain several hazardous chemicals shown to cause health problems and cause environmental harm. These chemicals include cadmium and mercury, which can cause disease, pollute water and soil, and kill wildlife.

Noncompliance with REACH and other regulations can have consequences, including fines and legal penalties. This can have a devastating impact on your brand’s reputation, so it’s best to carefully make sure you comply.

Testing

Test your products before they’re put on the market. Not only does this help ensure high quality products, but it shows your customers that you are committed to their health, and the health of the environment.  Testing can also help you ensure you’re compliant with all regulations. 

Firstly, testing your products ensures that your products are safe and high quality. There is nothing worse than a recall for the reputation of a brand!

Testing your products also allows you to achieve certifications. These certifications allow you to place seals on your products to show your customers your commitment to being environmentally conscious. 

For example, many brands choose to achieve Green Seal certification, a seal that shows your product meets the highest standards of health and eco-friendliness. Customers trust that products displaying the Green Seal are of a higher environmental quality than those that do not display the seal.

Conclusion

Customers today want the products they buy to match their sustainable values. Taking action to become a more eco-friendly company not only goes a long way in making manufacturing more sustainable, but it also promotes a positive image for your brand. 

Try the steps described in this article to build your own reputation while also reducing your environmental impact.