How Sustainability Is Keeping Levi Strauss Ahead

How Sustainability Is Keeping Levi Strauss Ahead
SHARE
THIS



With many now disenfranchised by government responses to issues like climate change, organisations are taking on the responsibility themselves and taking action through deploying sustainable practices.

In the clothing space, Levi Strauss & Co is leading the way, implementing strategies to dramatically reduce its water usage and create more sustainable supply chains.

Speaking at Semi Permanent in Sydney, Levi Strauss & Co. vice president sustainability Michael Kobori (pictured) reflected on how the US government’s decision to withdraw from the Paris Agreement on climate change mitigation.

“As the government has withdrawn, it’s actually caused business to step up more,” he said.

“In many ways what we’re seeing is physics – for every action there is an equal and opposite reaction.

“We’re seeing the government react in a certain way and business is reacting to that and stepping up in many of these issues.”

Levi’s strong action in sustainability shows that as a company, it understands the values that its customers hold dear.

In 2017, its ‘Circles’ campaign, which celebrated inclusivity, was named by YouTube in the top 10 most watched ads of the year.

And with Gen Z on track to overtake millennials and make up one-third of the world’s population by next year and companies now looking at a younger client base, Kobori thinks notions of integrity will become increasingly valued.

“They’re very aware and they’re hyper-analytical about what really resonates and what is the truth.”

And according to Kobori, its not just Gen Z and millennials buying into these

“We’ve also now brought in VCs,” Kobori said. “There are now venture capital firms really focused on the sustainability space and the sustainable apparel space.”

“They come to us… we meet every month and talk about ‘here are the problems we’re trying to solve, here are the entrepreneurs trying to solve these problems,’ and we tell them so they can finance those entrepreneurs.

“They want a company that they’re funding to have a company like Levi’s.

“There is more and more financing available to what we would call sustainability but what investors and the financial community call impact.

“The impact investing space is getting much larger.”

Please login with linkedin to comment

Levi Strauss & Co Sustainability sustainable brands

Latest News

TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022
  • Media

TBWA\Melbourne, Thinkerbell & More Announced As Finalists For The Rigg Design Prize 2022

The first major exhibition of advertising and communication design in the NGV’s history, The Rigg Design Prize 2022 highlights the creativity underpinning the work of eight leading Australian-based agencies. For the exhibition, each agency will develop a suite of campaign assets – including billboards, street posters and moving image – to celebrate how creativity can […]

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market
  • Marketing

Queen Charles Launches In Sydney, Aiming To Shake Up The Consultancy Market

After 11 months of quietly building up their new business Queen Charles, Alex Carr (pictured, left) and Jon Kelly (pictured, right) have finally found enough time to launch their brand and experience consultancy to the wider market. Based in Sydney, Queen Charles aims to help businesses of all shapes and sizes consistently stand out and […]

Michael Bass Named New Chief Trading Officer For Dentsu APAC
  • Media

Michael Bass Named New Chief Trading Officer For Dentsu APAC

Dentsu International has announced the appointment of Michael Bass (pictured) as chief trading officer, media, Dentsu Asia Pacific. With over 20 years’ experience, Bass’ career has included a range of senior investment and trading roles across the media sector. Bass spent seven years at IPG Mediabrands as trading director of Initiative and subsequently moved on […]

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five
  • Marketing

Icon Agency Rockets Into PRovoke APAC Fast Movers Rankings Top Five

Integrated communications firm Icon Agency has been ranked the fourth fastest growing agency in the Asia-Pacific, Middle East and Africa, according to the 2022 PRovoke PR Agency ‘Fast Movers’ rankings. Icon’s fee income for calendar 2021 grew 84.3 per cent, making it the fastest-growing and largest independent agency in Australia. The Melbourne-based indy was ranked […]

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm
  • Campaigns

Tiger Brokers Offers Mullet Wigs And Free Tickets In Support Of Melbourne Storm

Tiger Brokers, an online broker for millennials and Gen Z, is offering fans the chance to win sideline seats to Melbourne Storm’s Round 21 clash against the Titans at AAMI Park (Friday 5 August 2022). The campaign has reached its peak, and now every Australian can also have the chance to win a Melbourne Storm […]