Purpose At Work: How prAna’s Sustainable Packaging Started A Movement

  • Suppliers: prAna has been able to gather support from myriad stakeholders to accelerate the move away from plastic packaging. On the supply side, Lincoln says that, “most factories are excited to do something around sustainability because it’s an opportunity to touch the end consumer and change their internal business.”
  • Other brands: prAna also actively engages with other brands around sustainability issues. “We were already friends with Outerknown, Reformation and Toad and Co. and others,” Lincoln says. The product sustainability departments are small and they would occasionally send emails or even run into each other at events. “We all started talking about what we’re doing for packaging and we discovered that we were doing a lot of the same research. That was an ‘Aha’ moment.” They decided to share insights.
  • Consumers: Another source of momentum comes from connecting with consumers. prAna is encouraging brand ambassadors and influencers to light the spark with their target audience. “Consumers can see the post, take a snapshot and then share with prAna and all these other brands what their plastic free goals are,” Lincoln says. “We anticipate 5 Gyres and Canopy doing some to bring additional education to our consumers around it.”

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Simon Mainwaring

Simon Mainwaring

Founder/CEO brand consultancy, We First, bestselling author of We First and Lead With We, host of podcast, Lead With We.