Cornerstone, responsibility, necessity:
Why sustainability is not just a passing fad – but a vital corporate stance
Practically every product and advert today needs to include such buzzwords as environmentally friendly, sustainable, produced with care, organic, regional. And no wonder: our Earth is, after all, changing from day to day, and not keeping up with the times when it comes to sustainability would hardly be responsible.
Nevertheless – or for this very reason – sustainability means more than just fine words. Sustainable development is not merely a marketing strategy, but an absolute must, based upon the consideration and equal implementation of ecological, economic and social goals. For us, a commercial enterprise and distributor, sustainability plays a central role in all of our decisions and activities and has always formed part of the NaturalLook philosophy.
Sustainable raw materials and environmentally friendly production
NaturalLook sells numerous products that are environmentally friendly and made from natural, sustainably produced raw materials. The materials used are crucial for making a sustainable shoe, for instance cork, vegetable-tanned leather, wool felt, natural rubber, organic cotton, recycled artificial leather – to name but a few. In vegetable tanning, for example, oak bark or rhubarb roots are used. Production is thus kinder for the environment – and gentler on the consumer’s skin. The process takes longer than conventional tanning, however, which is why production costs are somewhat greater – meaning that the end product has to be sold at a correspondingly higher price.
Long live the shoe!
As customers obtain ever more information about the materials and production that go into their clothing, they at least want to know WHAT are they actually wearing? The desire to live more health-consciously has led to a heightened appreciation for slightly more expensive shoes made from high-quality, natural and sustainable materials. Nevertheless, raising customer awareness remains particularly important – a communication objective that is sought by shoe manufacturers and all those involved in the sales chain, not just for the health of shoe wearers, but also for the sake of the environment.
By using first-rate materials, manufacturers not only guarantee high quality, but also exceptional product life: if something is worn longer, it will be longer before it is thrown out. This conserves resources and is also seen as a bonus by appreciative customers.
The goods are also produced exclusively in EU countries, mainly Germany, thus minimising transport distances, reducing CO2 emissions and ensuring fair working conditions.
The NaturalLook approach to sustainability
As distributors, we are aware of our responsibilities and constantly think about how we can make our day-to-day business, the various processes and, above all, our logistics yet more sustainable: grouped deliveries reduce the number of journeys and optimise the entire logistics process, while meetings held on digital platforms limit unnecessary travel – these are examples of how NaturalLook can improve its CO2 balance.
Special films and shading systems on the glass façades of our company building reduce the heat generated by solar radiation and thus minimise the energy required to cool the offices. The use of a heat pump also saves energy, while the green roof provides better insulation and can even store a certain amount of rainwater. The increasing digitisation of our offices cuts paper consumption, while plastic waste is reduced through the use of ceramic instead of plastic cups.
Sustainability is a necessary and ongoing process that forms a vital part of any worthwhile corporate culture. But it is more than “just” a matter of environmental protection: it concerns our own health and that of everyone else, and indeed the future and the fact that we have – and want – to leave our children and grandchildren a world worth living in. It is a fundamental question of attitude, and thus ultimately one of taking responsibility for our own actions – now and tomorrow, in matters both large and small.
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