While ipath isn't exactly a snowboard company we feel it's important to share their environmental efforts through Transworld Business's recent interview with Marketing Director Craig Metzger...
Founded by Matt Field and Brian Krauss, ipath’s path has been one of understated focus on its environmental impact. While the company’s shoes are made from earth friendlier fabrics and glues and its packaging is 100% post-consumer recycled, you won’t find any glaring claims of self righteousness in its marketing or on its Web site. Despite this fact, it has grown a strong reputation as being on the forefront of decreasing the footprint of its footprints. We caught up with Marketing Director Craig Metzger for his take on where the industry is as far as walking the eco-talk and how the recession has affected enviro-nitiatives.
What have been the biggest environmental developments in action sports over the last two years?
Everyone is trying to figure out ways to lessen their impact on the environment. For some brands it’s [just] green washing and for others they take it serious. People have been using more organic cotton and recycled fabric, for example PET, within their apparel lines and footwear companies have begun to explore better ways to make their shoes from the glues to using sustainable products like hemp. Overall the biggest development has been the realization that doing the right thing goes beyond marketing and trend chasing.
Do you think environmental ethics in manufacturing and business processes have moved forward or regressed during the recession? Why?
It’s hard for me to comment on others’ business practices but for us at ipath we are constantly trying to improve our manufacturing practices and are always looking to do things in an eco-conscious manner as well as create a viable business. Sometimes doing the right thing can cost more so I could see certain brands pulling away from it from a numbers standpoint. For ipath, it’s part of our ethos so no matter what state of economics we are in, we will always strive to do the right thing.
From a business standpoint, what are the biggest reasons for the industry to push for more environmentally friendly products/processes?
It all comes down to being responsible and understanding the lifecycle of the product you make. Corporations are the biggest polluters so it must be the corporations’ responsibility to try and do the right thing for the environment and society.
What have been the biggest challenges in helping to move your company towards sustainability?
The biggest one is price. It has been getting a lot more cost effective to take the eco route with regard to products and marketing materials cause the increased demand has begun to drop the price. It’s still higher in some cases but the more we push toward eco and social friendly solutions the [more] prices will fall in place.
What messages have been the most effective for you in marketing environmental products and initiatives?
We don’t really push the environmental message as much as we should to the public. We try to educate our retailers on the processes and products we make but in terms of blasting the public with green messages we haven’t really done that as of yet.
How do you leverage your business partners and customers (factories/retailers/manufacturers/consumers) to support the same message you’re working on?
We are part of Timberland and they have a really strict code of ethics. We are fortunate enough to be a part of a company that really cares about the environment and social issues around the globe. Most of the factories we try to work with are Timberland approved, and if we use vendors outside of their network we try to make sure they understand where we are coming from in terms of our commitment. With regard to our retailers, the decision is based on consumer demand. The more the kid comes in looking for eco-alternatives, the more we will see them react. Currently it’s hard to gauge but we are seeing success in our distribution channels. Our consumer is definitely looking for alternatives and is trying to put their money where their environmental beliefs fall.
Do you think we can really succeed in making truly sustainable products?
No product, that I know of, goes cradle-to-cradle but that doesn’t mean we can’t take steps in achieving a balance between commerce and environment. It’s all about commitment and seeing past the numbers and realizing the big picture.
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