At the 75th session of the United Nations General Assembly, President Xi Jinping said China will peak carbon emissions before 2030 and achieve carbon neutrality by 2060. Luxury has a role to play to achieve this goal, and the continental strategies of brands like Canada Goose are already moving closer to its goals.
Certainly, Xi’s goal is ambitious. In 2005, China overtook the United States to become the world’s biggest emitter of CO2. However, in June 2021, China created a climate “group of leaders” to identify carbon targets, sending a message that the country is committed to pursuing this goal.
With the tightening of local government policies on carbon neutralization, many companies and brands have been actively working to reduce their greenhouse gas emissions. For example, Alibaba made China’s biggest shopping festival green, Hermès is developing sustainable fabrics made from mushrooms, and Procter & Gamble now uses recyclable raw materials to produce packaging.
Yet local consumers have only recently learned about topics such as sustainability and ethical consumption. As a result, locals have been less receptive to “green” messages. Atlas of Sustainable Fashion Consumer Behavior in China, published by sustainable fashion lab RISE, found that consumers under 20 have limited understanding of the concept. But that doesn’t mean they have a negligent attitude towards climate change.
As such, brands need to take a different approach to interacting with local shoppers. This is why Canada Goose applied a particular tactic. Instead of simply promoting sustainable identities or achievements, the label has attempted to take local customers on a journey of discovery by allowing buyers to touch, learn and see the sustainability process through its touchpoints. online and offline, resulting in greater connectivity with the ethical message. .
Canada Goose takes consumers on a sustainability journey with HUMANATURE
At the end of 2020, Canada Goose launched HUMANITY, the purpose platform that unites its values-based and sustainability initiatives, covering every element of its operations. Canada Goose has created several channels for consumers to experience this ideal, and their WeChat Mini program is one of the key channels to interact with Chinese consumers. The interface of the HUMANATURE mini program shows a lush Canadian forest with the slogan “We are part of nature, and nature is part of us”, inviting the visitor to a journey of discovery.
By clicking on the “explore” button, users are directed to a short video that showcases the Canadian brand’s most durable parka to date: the Standard Expedition Parka. In the video, consumers learn about the company’s standards for the future of outerwear. The parka is made from 100% responsible down and an innovative material developed by the company – “Arctic Tech” fabric. Compared to the Expedition parka online, the latter reduces its carbon footprint by 30% and its water consumption by 65%.
Rather than simply responding to buyer demands, companies have a responsibility to educate the consumer about responsible buying choices. HUMANATURE is regularly updated with the company’s latest conscious initiatives and commitments, meaning viewers can follow the brand’s actions in real-time, such as with its sustainable impact strategy, where it stated to achieve zero direct and indirect greenhouse gas emissions by 2025.
Turning sustainability from a corporate promise into a brand story
Inspired by its Canadian roots, Canada Goose uses its surrounding landscape as a corporate footprint. This includes providing support to nearby people, wildlife and resources.
For example, three quarters polar bear world population lives in the region surrounding the homeland of the mark. As such, polar bears have become emblematic of Canada’s wildlife heritage. Since 2007, Canada Goose has supported Polar Bears International (PBI) – a team of scientists, researchers and volunteers working to conserve and raise awareness of polar bears. The brand even launched a Polar Bears International collection that raised over $4 million (C$5 million) for PBI’s work.
Supporting Indigenous communities is another area of focus for Canada Goose. Inuit living in the north were the first makers of parkas, and through Project Atigi (meaning “parka” in Inuktitut), the brand celebrates the craftsmanship of Inuit designers. And by partnering with local artisans, Canada Goose has launched a one-of-a-kind collection to cultivate social entrepreneurship opportunities for the Inuit community.
By giving back to its community and surrounding wildlife, Canada Goose aims to come full circle while creating a true story that carries an authentic message.
Sustainable development goes beyond corporate social responsibility
Canada Goose has a long history of philanthropic initiatives in the area of arts and culture, proving that sustainability is not just about taking corporate responsibility. Specifically, in 2017, through the “In-Residence” arts program, the brand has so far showcased works by Canadian and Inuit artists, whose work presents narratives surrounding the Arctic experience, across 26 stores. of the whole world.
The last two years have been catastrophic for humanity. In support of communities in need, in February 2020, Canada Goose donated 1 million yen ($160,000) to Wuhan to support the fight against the epidemic. And in July 2021, Canada Goose donated another million yen ($160,000) to Henan to support flood relief and post-disaster reconstruction. In a statement, Dani Reiss, The President and CEO of Canada Goose said, “The role of business has evolved – in today’s world, driving meaningful change is just as important as the bottom line.
In addition, the company has chosen to collaborate with emerging talents in China. In 2021, she selected Angel Chen to celebrate her technical comfort with elegant Chinese designs. This domestic talent is renowned for masterfully blending Chinese traditions with Western aesthetics, and the partnership was such a success that the brand and designer collaborated again.
When it comes to sustainable luxury, brand efforts must go beyond well-made garments; they should also give back to the community – a goal they can achieve through sponsorship of local causes or collaborations, pioneered by Canada Goose.