Authentic inclusion and activism aren’t tied to a calendar
One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense.
Leading up to June 2022, he mentioned the inevitable rainbow washing that was coming several times.
And he sent me this video on June 30th:
While he may only be 14, he already knows when he sees something disingenuous.
And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group.
Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.
Here are some brands that get it:
Aisle
Aisle is a Canadian-based company, offering sustainable period products for all people who have periods, regardless of gender or size.
The company is based in Vancouver, where they’re a certified BC Living Wage employer, and Certified B Corporation.
Their values are clearly stated on their website, and upheld by the products they provide, year-round. Here are just a few of the initiatives that illustrate their advocacy:
Their pads and underwear are made from safe, eco-certified materials like organic cotton, Tencel™, and recycled polyester (whereas most disposable pads and tampons are made with chemicals and plastics).
Aisle products are reusable for years, and have a significantly lower environmental footprint than conventional period products (CO2 emissions are reduced up to 95%, energy consumption is reduced up to 94%, and waste is reduced by up to 99%).
Their pad manufacturing facility is zero waste, and they’ve diverted over 10, 800 pounds of textile waste from landfills since 2018.
They donate period products to more than 17,000 menstruating people in 18 different nations to support menstrual equity around the world.
Aisle has been promoting a body positive approach to their products and marketing since 1993, and were one of the first period brands to adopt inclusive language and to create gender affirming styles and sizes.
Their social impact is genuine, admirable, and comprehensive, and still doesn’t take away from the fact that they offer super comfy, breathable and high quality products.
Beauty Bakerie
Beauty Bakerie is an American-based, Black-owned business that makes sustainably made beauty products.
The company is a direct reflection of the values and passion of their founder, Cashmere, who became incredibly invested with what she was putting in her body during her successful fight with breast cancer.
In addition to their focus on high-quality, healthy ingredients, the brand has also expanded their mission, and continues to both give back and push forward, creating change in important areas of social activism:
Beauty Bakerie products are cruelty free and all-inclusive.
Cashmere also founded a 501(c)3, Sugar Homes, in 2016 which supports the needs of orphaned children worldwide.
The brand has been dubbed, ‘activists in makeup’ for being vocal about injustices and disparities including The Black Lives Matter Movement, The Dream Act, The Muslim Ban, missing children, and human trafficking.
Plus, the products have brilliant bakery-inspired branding, so they're fun to use! Knowing these products are made with care, health, and activism in mind makes them that much sweeter.
eShakti
Based in India, eShakti is a clothing brand that defaults to putting pockets in just about everything they make. They are size inclusive and you can get custom-made clothing to your specifications!
The made-for-you clothing also supports sustainability initiatives as there’s no waste on either the production or customer side. The company doesn’t have any clothes left over at the end of the season as they only make what the customer orders, and the customer benefits from products they’re excited to wear because they’re a perfect fit.
eShakti is also transparent about the treatment and well-being of their employees, and the policies they have in place to protect them.
Wildcraft
Wildcraft is a Toronto-based skincare company committed to responsible sourcing, low-waste products and earth-friendly packaging, cruelty free products, and giving back to non-profit organizations.
The company was founded and is owned by Laura Whitaker, an Indigenous woman who grew up in rural Ontario and wanted to bring her deep appreciation and respect for communities and our planet into the skincare industry.
That mission comes across clearly in everything Wildcraft does:
They focus on sourcing their ingredients from producers that use responsible, sustainable, and ethical farming practices.
They offer their products without boxes or plastic closures to avoid unnecessary waste, and package their products in glass and aluminum. Everything they use to ship orders is also eco-friendly (down to their stickers made from FSC-certified paper and printed with soy-based inks), and can be recycled.
They give back to charitable organizations each year. In 2022 they are pledging donations to Water First, Canada’s leading charitable organization dedicated to working with Indigenous communities to address local water challenges.
Wildcraft is certified cruelty-free. They don’t source ingredients tested on animals, and all of their formulations are tested on employees.
They also offer refill options for many products at participating retailers across Canada.
Their clear respect for the environment and communities of all backgrounds makes Wildcraft a great inspiration for those looking to add authentic activism to their brand’s values and marketing.
Loyalty Bookstore
Loyalty Bookstore is a Mid-Atlantic based bookstore dedicated to bringing the best diverse books and events to their community.
Founded by Hannah Oliver Depp, a Black and Queer Bookseller, the very reason Loyalty Bookstore was created was to help “diversify the book industry in order for it to better serve the powerful communities of colour and queerness.”
Their staff and the store’s book selection highlight diverse voices and creatives, and work to create an inclusive, welcoming environment in store.
Heal Haus
An online and in-person wellness studio, Heal Haus started with the intention of bringing diverse healing modalities and practitioners to everyone interested in wellbeing.
They continue to work on creating an inclusive space and community focused on holistic health and wellness. And, in doing so, they’re also working to change the stigma attached to healing.
From meditation to mindfulness to yoga to journaling and other events, Heal Haus offers something for everyone. Their prices and approach are accessible and flexible, and their clear dedication to creating a safe space for all is incredibly admirable.
Beyond their in-studio and online sessions, the company has also started the HealHaus Therapy Fund, which serves as a tool to bring individual talk therapy opportunities to the underserved Black Indigenous People of Color (BIPOC) community.
The fund not only allows for free therapy to those who need it, but supports their goal of destigmatizing mental health and allowing healing to be inclusive, diverse, and accessible.
The bottom line
Inclusivity, sustainability, and activism are built into the core of these businesses. They’re not marketing ploys or gimmicks designed to mislead consumers, or to convey a false impression while covering up deeply ingrained issues with company culture or practices.
They're a bright spot in a capitalist world because of the impact they’re making by approaching inclusivity and activism without compromise.
Having and upholding these values of inclusivity, sustainability, and social justice aren’t necessarily “easy” – especially when you’re dealing with profit margins, manufacturing, and competition.
But, when companies like those mentioned uphold these values in spite of any hardship or challenges, their genuine authenticity and spirit shine through in ways that can’t be matched by organizations simply putting on a front.
Here’s how to start incorporating your values into your marketing in an authentic way
Your marketing strategy needs to be authentic to you, so before you start sharing in any particular way, get clear on your values.
Why did you start your company?
What values are already ingrained in your business?
What causes or initiatives strike a chord with you?
What would you like to advocate more for?
It may also be important to consider your audience! What are they impacted by? What do they care about?
From here you can hone in on your messaging.
However, you need to make sure this messaging goes beyond a simple statement or vague declaration.
Ensure you have tangible ways your business is working to be a force for change, even if that means switching up how you do business, how your profits are being divided, how you create your product, or who you partner with or hire.
And, please remember that you don’t need to speak up on every topic or issue going on in the world. Taking intentional action towards one goal is going to yield far more progress than trying to do everything and ending up overwhelmed.
“Success isn’t that difficult; it merely involves taking twenty steps in a singular direction. Most people take one step in twenty directions.”
― Benjamin Hardy
Focus on what’s important to your brand, develop a plan around these values, and cultivate this work year-round, not just when it’s easy, convenient, or tied to a date on the calendar.
And come join me over on YouTube, where I’m going to be talking about this and other ways we can manage and market our businesses differently to be a positive force in the world.