It’s one thing to tag a product green and shout about as your driving your lifted truck. It’s quite another to create a department of sustainability headed by a composting, solar paneled, true convert. As part of their State of Sustainability series Transworld Business caught up with Volcom’s Director of Sustainability and Corporate Social Responsibility Derek Sabori and Merchandise Manager - Men’s Non Cut and Sew - Jeff Baillargeon on carrying a green, non petroleum based torch for their company with the V.Co-Logical Society.
What have been the biggest environmental developments in action sports over the last two years?
Derek Sabori: Awareness, communication and commitment. As far as I’m concerned it takes an army and right now there’s a community of concerned, passionate and dedicated people in action sports that are fueling the fire. This is the fire that will lead to continued strides in environmental awareness, technical achievements, reductions in environmental impacts and the like. As this community continues to transparently communicate, network, and then commit to change, it will be harder and harder to maintain the status quo - and that’s a good thing.
Jeff Baillargeon: That environmental developments are a consideration in the product development process. Designers and developers have the choice to utilize eco based materials. The options are expanding every season as materials get better and costs come down. Product teams have become more savvy at designing into eco-based materials and figuring out ways to maintain margin goals. It is part of the product development cycle now.
Do you think environmental ethics in manufacturing and business processes has moved forward or regressed during the recession?
JB: It’s hard to make a generalized statement about this, but companies that have based their business models on a premise of environmental awareness are continuing forward, often times with successful results. It’s important to recognize the achievements. Everyone has had to make corrections to their business. If eco-based initiatives have taken a backseat over the past year, and as ability allows, let’s remember to renew the focus.
From a business stand point, what are the biggest reasons for the industry to push for more environmentally friendly products/processes?
JB : Stewardship. If the larger companies can renew and increase their commitment to eco based products every season, it continues to pave the way for smaller companies that are making focused commitments to this type of product. The larger companies have the volume and consumer reach to make this go. Right now, it does not seem so much about eco-based product being the cornerstone of financial growth for the larger companies, but rather more about being the right thing to do. If we are able to strategically change out conventional cotton for organic cotton, then that is a change we will gladly make.
What messages have been the most effective for you in marketing environmental products and initiatives?
JB : “You are Volcom, do your part”
How do you leverage your business partners and customers (factories/retailers/manufacturers/consumers) to support the same message you’re working on?
JB: It seems like more of an invitation to try a new way as opposed to leveraging. Business partners and customers are really looking for the benefit/return on spending their time and money. If we can create a compelling product story then there is a reason for more eco-based materials to be engineered, for consumers to purchase these products and for retailers to see sell-through. It’s an amazing opportunity if done well.
What do you think is the single most important environmental issue facing the industry?
DS: Complacency, without a doubt. There are so many issues that need to be addressed that I find it very difficult to pin it down to the single most important one. Each one of them is a component in the puzzle and if none of us take ownership of any of these problems, we’ll never see progress. Luckily that’s not happening – there are plenty of people taking action, but I think there are just as many that are not. To quote Robert Swan: “The greatest threat to our planet is thinking someone else will save it.”
Do you think we can really succeed in making truly sustainable products?
JB : When you think of all the “firsts” that have gone down in history, this one seems somewhat manageable. I’m voting yes.
Story by Mike Lewis for Transworld Business
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