Collaboration and sharing technologies will help protect the planet
Since its inception, Allbirds has balanced purpose and profit, with a focus on combating the proliferation of petroleum-based materials in apparel and footwear. They talk to MaCher about their belief in making better things in a better way and the importance of collaboration in this process.
Our action against petroleum-based materials began with superfine New Zealand Merino Wool, but we have since developed a Eucalyptus fiber knit fabric and a Sugarcane-based EVA foam, which we have open-sourced for all to use, including competitors. We believe that collaborative development and the sharing of technologies will help protect the planet for future generations. Let’s get better, together.
How important is the B Corp movement for business?
We believe that businesses can drive positive change, and more specifically, have an important role to play in developing lasting solutions to the global climate crisis. However, for too long, the private sector has perpetuated the myth that financial success and sustainability are inherently mutually exclusive. We’re witnessing in real time the B Corp movement proving this to be a false choice. B Corps around the world are challenging the traditional shareholder approach to business, and are instead taking an approach that treats the environment and communities they touch as key stakeholders.
And what about for your customers?
Consumers are increasingly more mindful of how their purchases impact the environment, and are demanding the same accountability from the brands they support. The B Corp certification serves as a verifiable external indicator, helping consumers more clearly identify which brands are committed to being a force for good. Because this better business ethos is embedded into our DNA, we’ve been able to create products that are not only better for consumers, but also better for the planet.
What are your key learnings from the process of becoming B Corp certified?
Achieving and maintaining a B Corp certification takes a deep commitment to prioritizing responsible business practices. We’ve found that the in-depth self-analysis required by the certification process is truly invaluable, allowing us to more clearly identify where we’re excelling and where we can improve. This level of accountability can be intimidating, but is an important first step to take before we can even begin to meaningfully tackle the global climate crisis.
How have B2B collaborations really driven change for Allbirds?
In May 2020, we pledged to work with adidas to develop the world’s lowest-carbon running shoe — an unimaginably difficult technical challenge. This type of partnership has never been seen before, especially in an industry as competitive as footwear, but we hope it can serve as a blueprint for what can be possible when collaboration is valued over competition. We’re not even a full year in, and we have already accomplished more together than we ever could have on our own.
What does the future look like for your business?
Our mission has always been to create better products in a better way, and we will continue to do that. Now more than ever, it’s important to seek new innovative ways to develop great products with net zero environmental impact — and we will continue to strive to fulfill that mission.
This article has been posted by MaCher to celebrate B Corp Month 2021 and build awareness of companies that meet the highest standard of verified social and environmental performance. For more information about Allbirds, please click here.