Making your personal brand green

I spoke to Nadine Zidani, a sustainability advisor, and one of my most ambitious clients. She is dedicated to helping businesses transition into becoming a force for good.

In the last part, the focus was on how to reduce waste and use sustainable packaging. Here, I shared some of my experiences plus Nadine has other suggestions and benefits of grouping meetings, using local suppliers and dressing to impress… the planet.

Group your face-to-face meeting days

When I’m not working from home, I try to schedule meetings, events, and any other appointments to take place on the same day, while I’m already out. This has definitely come about since Covid-19, and it’s a transition that I’d like to continue for the benefit of the environment. Sure, the Dubai traffic has also played a part in this plan; nobody wants to get stuck on Hessa Street at rush hour. But prioritising less days in cars reduces carbon emissions.

Nadine advises us to seek alternative commuting options for work; public transport, carpooling, electric cars, to name a few. Working from home has become the New Normal and a home working policy should offer flexibility to employees to work from home at their convenience. This creates a positive impact on a company’s carbon emissions which can be measured and monitored.

Seek out local suppliers and partners

Working with local suppliers has many positive impacts on the environment, such as couriers having to travel less. But you’re also supporting your community, somebody potentially like you in business. And you’ve seen the memes on social media; when you buy from a small business, that business owner is doing a happy dance. Nearly all my service providers are based locally, from my printers to my SEO digital agency.

Of course, these may seem like tiny things to consider but it’s got to start somewhere. As human beings, we react and do what others do around us.

Nadine added that purchasing local goods or services from underrepresented entrepreneurs will support job creation in the community, reduce the environmental impact of long-distance shipping and support diversity and inclusion. You can think of developing a preferential supplier policy including sustainability criteria, for example, businesses owned by women, or having certifications such as fair-trade.

What you wear

Possibly the hardest transition, yet one of the most important to consider. As a stylist for many years, on a personal note I have consciously bought items that are less fashion forward, and more timeless. This means that almost 10 years on, I’m still wearing them. I have been posting about these slightly older pieces on social media and sharing inspiration in the form of ‘three ways to wear’.

Does this mean that I will never buy another dress from a fast-fashion brand? At this stage, if I’m honest, I can’t promise that. However, it makes me think about how I can wear and re-wear that item, and what fabric it has been made with.

With more pre-loved places popping up in Dubai and online, I remember the first designer dress I ever bought for the launch of my first business back in 2005. It was by Jean Paul Gaultier, pre-loved, and yes, I still wear it.

Nadine mentioned that according to thredUP, the next 10 years will see the resale market grow much faster than traditional retail. Second-hand clothing is expected to be twice the size of fast fashion by the year 2030.

For consumers from all kinds of social groups, second-hand is becoming a real buying option and we are seeing more and more brands partnering with second-hand platforms to offer this alternative to clients. The fashion industry has been urged to change by embracing more sustainable business models and therefore, consumers are challenging traditional brands on their business impact and asking for more transparency.

Support a cause

One of my 2022 goals is to align myself with a charity that has eco-friendly goals. So, find something that connects with your purpose or simply something that you enjoy. 

One charity I’m looking at is Azraq, a non-profit marine conservation organisation registered with the Community Development Authority in the United Arab Emirates. In my late teens, I was a scuba diving instructor in the Canary Islands.

Nadine said that we should consider our contribution to the community. Organisations can create a formal partnership with a local charity. The partnership does not have to be limited to financial donations, as the organisation can offer employee time, free products, or services. Organisations can start by offering a number of paid volunteer hours to their employees. Furthermore, you should look at 1 percent for the planet, too, where members donate at least 1 percent of their annual sales to one or more environmental non-profits on an extensive pre-approved list.

During the past 12 months, I’ve learnt that you don’t need to be on the streets demonstrating, blocking traffic, or living off-grid to make a difference.You have to remain authentic to who you are. I am not perfect and every day I embrace learning from others.

So, avoid making people feel guilty if they aren’t doing something. Nobody knows what another person’s circumstances might be. Instead, look for ways to help. None of us are experts about this. It’s new for all of us. So, let’s help each other to learn, to be a community, and let’s tackle this together.

Kelly Lundberg is a personal brand and business mentor