ESG Outlook is Sourcing Journal’s discussion series with industry executives to get their take on their company’s latest environmental, social and governance initiatives and their own personal efforts toward sustainability.
Here, Akhil Sivanandan, CEO of Green Story, discusses how the platform helps brands unlock the potential of their sustainability data and achieve a better way of doing business, regardless of where they are in their journey to net zero, and how that can help consumers make more educated decisions. Green Story partners with hundreds of leading brands, such as Pangaia, ThredUp, Rent the Runway and Pact.
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Name: Akhil Sivanandan
Title: CEO
Company: Green Story
What do you consider your company’s best ESG-related achievement over the last 5 years?
I started this company with the goal of enabling a billion people to make more sustainable choices. Our achievements have primarily revolved around that. Over the last 5 years, we have analyzed over unique 100,000 supply chains through the lens of sustainability, offset the emissions of over 13.5 million products (amounting to 184,000 tons of carbon), and planted 225,000 trees. However, our proudest accomplishment lies in the tangible impact seen by consumers, with our sustainability statistics generating an average of 10 million impressions monthly. Over 5 years, that translates to 600 million instances of sustainability awareness.
What is your company’s latest ESG-related initiative?
The Eco-contributions module aims to combat greenwashing by promoting transparency in carbon offsetting efforts. This is already set up with a few select brands, and we’re doing a broader launch in June. We are enabling companies to showcase their initiatives and allow their users to track each purchase with individual certificates. We’re also going beyond carbon reduction in their initiatives, such as plastic reduction and biodiversity conservation. Together, we’re empowering consumers to make informed choices aligned with their values.
What is the biggest misconception consumers have about sustainability in fashion/accessories?
One common misconception among consumers is that sustainability comes at a high cost. This perception often deters individuals from considering sustainable options. To address this, we collaborate with brands across various price points, like Pact Apparel, showcasing that affordability and sustainability can coexist. Another big misconception is that just buying a more sustainable fiber is all it takes. I often emphasize the importance of consumer behavior, highlighting the significant impact of prolonging garment lifespan through increased wear. Green Story’s recent report with ThredUp delves into this crucial aspect.
What was your company’s biggest takeaway from the past Covid crisis?
The importance of taking care of your supply chain. We were already growing at the time, and a lot of brands we worked with started having issues, and some even went under. Brands that prioritized fair dealings and sustainability initiatives with their suppliers not only weathered the storm but flourished. This crisis underscored the value of trust and resilience in sustaining business operations while upholding ethical standards.
As consumers become more aware of worker conditions and how clothing is produced, how can the industry best spread the word on progress?
We believe in building this story into your customers’ journey. When we designed the first version of our digital passport, it was done so with “breadcrumbs” principles in mind. Give a little bit at a time without disrupting people’s journey (and the occasional sharp elbow).
What do you consider to be the apparel industry’s biggest missed opportunity related to securing meaningful change?
The entire pandemic was a missed opportunity. Given heightened consumer interest in sustainability, the industry could have pivoted towards sustainability and reinforced supply chain resilience. Unfortunately, many companies reverted to hyper-consumption models post-crisis, missing a chance to drive meaningful change. This wasn’t just the case for fashion, but pretty much across the world. It was an easy ball, but the industry whiffed it.
What is your personal philosophy on shopping and caring for your clothes?
I almost never buy first-hand! When the airlines lost pretty much 90 percent of my wardrobe last year, I looked into the secondhand stores to restock. I also believe in being minimal in my purchases and wearing my clothes as much as possible. If properly taken care of, an item of clothing can be worn over a thousand times! And when I need to buy something new, given what I know now, I always try for more sustainable fibers and a brand with a good reputation for durability. That bit of extra research is worth it for me.
How much do you look into a brand’s social or environmental practices before shopping?
Far too much, I’m told! If I’m buying firsthand, I usually have my phone out to check if the brand is doing what they claim (it’s much easier on companies which have our product passport or website integration). I don’t want to name and shame here, but I have left items on the shelf which I might have otherwise liked to purchase due to the brand’s reputation.
Anything new you are doing to boost sustainability beyond the fashion industry?
Beyond fashion, I advocate for sustainability through education and engagement. Exploring concepts like consumer choice architecture, we aim to empower individuals to make sustainable decisions across various aspects of their lives, fostering a culture of conscious consumption. I’m excited about how we’re going to start implementing learnings from our exploration on choice architecture within our own product roadmap over the next year.
Overall, it’s crucial to recognize the evolving landscape of sustainability, acknowledging the need for increased funding and regulation. As more young professionals enter the field, there’s hope for continued progress towards a more sustainable future. I hope we continue to channel our collective efforts towards building a more resilient and ethical fashion industry.
