Who Knew Shampoos and Lipsticks Could Save the World!

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Aveda is a great example of a successful consumer products company that incorporates environmental sustainability practices into everything it does. An Estée Lauder company that specializes in beauty and care products, Aveda was started in 1978 by founder Horst Rechelbacher, who describes the company’s mission as caring “for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility—not just in the world of beauty, but around the world.” They achieve that, through the ingredients and packaging of their products, investments in wind power to offset 100% of the electricity used in manufacturing, and campaigns to protect endangered plant species (and come April, to help provide clean drinking water around the world). But what separates Aveda from the pack is that it also has similar expectations of its suppliers and advertisers, and it has done a lot to encourage the companies it does business with to green their practices.

Marketing Green recently interviewed, the company’s Director of Consumer Marketing and Advertising, Rachael Ostromabout its environmental initiatives with advertisers. In their words, “It is not surprising…that a company with such a religious adherence to sustainable principles is also committed to ensuring that its suppliers and partners do the same. In doing so, Aveda has become an activist in the publishing industry, requiring that its advertising publishers adopt sustainable practices as the price of doing business. Aveda not only wants to change the percentage of post-consumer recycled paper in the magazines where its ads are placed, but also wants its publishers to rethink their internal practices in order to lower their overall carbon footprint from their day-to-day activities. Such an activist approach has facilitated real change in the industry, and sets Aveda apart from even its most eco-friendly competitors.”

Read their interview with Rachael Ostrom to learn more about Aveda’s work to encourage publishers to decrease their footprint and more.

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