Brand Values: A Competitive Advantage for Your Business
Posted on March 8th, 2022.
When Kendall and Justine Barber founded Poppy Barley in 2012 they had sustainability in mind from the start. The co-founders toured countless factories in Mexico to find the right production partner that aligned with their values. Eventually, they did.
The socially and environmentally conscious Canada-based fashion company—which produces leather shoes, bags, accessories, and home goods— teamed up with a factory in León, Mexico. Poppy Barley paid the artisans significantly more than the local wage. The company went on to provide post-secondary scholarships for the children and grandchildren of its Mexico-based team members. This was the beginning of a long-term partnership that embodies how Poppy Barley does business.
Whenever we’re making decisions, we always think of the most sustainable way we can make it happen. If there’s steps that we can take to make it better for the planet, or better for people, then we choose that route. It’s a filter that we constantly think through.
Online shopping and social media purchasing have ushered in an age of unlimited options, making it harder for companies to build lasting relationships with buyers. Companies can make one-off sales but find it challenging to create long-term customers. Leading with your brand values enables your business to capture the attention of customers and distinguish yourself from competitors.
According to the 2022 Future of Commerce report—a study conducted by Forrester on behalf of Shopify—53% of companies are making improved sustainability one of their top priorities for 2022, and 39% are improving efficiency in manufacturing processes.
On the consumer side, customers are increasingly concerned about the companies they support with their money. While words like “sustainability” are increasingly a marketing buzzword, many consumers aren’t satisfied with greenwashing. Instead, they’re doing the research to see whether a company’s claims are authentic or simply advertising. Buyers are more environmentally and ethically conscious than ever, opting to buy from businesses that align with their personal values.
A decade later, Poppy Barley has not wavered in its mission to build a company that provides “luxury for the people” while having a positive impact on the world. In fact, its mandate has only expanded. Today, it’s a certified B Corporation with a dedication to “business for good.” “Whenever we’re making decisions, we always think of the most sustainable way we can make it happen,” says Marina Eckert, Poppy Barley’s Social and Community Lead. “If there’s steps that we can take to make it better for our planet, or better for people, then we choose that route. It’s a filter that we constantly think through.”
Source: Shopify Blog
