-Did they really need to use such a big box?

       -How far has this been shipped?

       -How and where is this product made?

       -Is this brand socially responsible?

Brands and merchants, big and small are using digital to appeal to consumers’ values – and consumers are increasingly guided by their values and ethics when making purchasing decisions.

Societal and environmental impact is exerting an increasing influence on consumer choice, and digitally-savvy brands are leveraging eCommerce to create the visibility and the transparency customers are seeking.

   “Customers want to buy products that they can feel really good about.”

   – Katherine Neebe, Director of Sustainability at Walmart

EVERLANE

Everlane, a direct-to-consumer fashion label, was among the first eCommerce retailers to go “transparent”, providing a cost breakdown of materials for every product it sells. Sales are rumored to be growing in double-to-triple digits annually, despite Everlane’s absence of advertising. Word of mouth, site and social fuel their growth.

THE REFORMATION

Reformation, a D2C sustainable women’s clothing and accessories brand shares “the true cost of fashion—not just the price tag.” in their newsletter, The Sustainability Report. They disclose their environmental footprint in terms of water, carbon dioxide, and waste, covering everything from growing the raw materials, dyeing, manufacturing, packaging, shipping, and even garment care.

SPORTIUM

Canadian sporting goods retailer Sportium devotes a portion of its marketing and merchandising to its eco friendly collection, where “conscious brands and products” are a category of their own.

WALMART