# Branded Offset Companies are prioritizing climate positive initiatives. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jun 6, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-offset ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the Branded Offset trend? **Branded Offset:** While many eco-conscious brands have aimed for carbon-neutrality, there has recently been an increase in brands committing to being climate positive or producing zero carbon emissions while also removing additional carbon from the environment. With consumers' values shifting towards eco-conscious consumption, these initiatives highlight how brands are innovating their products and manufacturing processes to set a precedent of shifting towards a positive impact on the environment. ## The consumer insight behind the Branded Offset trend For eco-conscious consumers, corporations are often seen more as a hindrance than help toward the goal of ultimate sustainability. Largely because so far, the climate change crisis is often facilitated by corporations. Thus, consumers are more likely to trust brands that take actively visible climate-positive stances, and follow-through in everything from materials used to production processes. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 13, 2018 to Jun 6, 2019 - Published: Jun 6, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Branded Offset trend ### Climate-Positive Initiatives Brands are committing to being climate positive or producing zero carbon emissions while also removing additional carbon from the environment. ### Eco-friendly Apparel Brands are innovating their products and manufacturing processes to set a precedent of shifting towards a positive impact on the environment. ### Circular Economy Companies aim to create economic and social benefits while minimizing environmental impact via sustainable production, distribution, and consumption. ## What the Branded Offset trend means for industry ### For Fashion Industry As consumers' values shift towards eco-conscious consumption, fashion brands are incorporating more sustainable practices in their products and manufacturing processes. ### For Energy Industry Carbon-offsetting campaigns support renewable energy initiatives, such as wind and solar energy, to reduce carbon footprint. ### For Home Goods Industry More sustainable materials, such as rice straw, are being incorporated into the production of everyday home goods, in an effort to reduce pollution and waste. ## Workshop question Consider how your brand could leverage sustainable initiatives to align with your customer’s values. ## Trend signals for Branded Offset Trend score 4.2 out of 10, from popularity 74%, activity 44%, freshness 8%. - Popularity: 74% - Activity: 44% - Freshness: 8% ## Examples of the Branded Offset trend 4 featured examples from Jun 13, 2018 to Jun 6, 2019. - [Air Pollution-Absorbing Shirts](https://www.trendhunter.com/trends/kloters-repair): The Kloters 'RepAir' Shirt Rids the Air from Contaminants (Category: Eco) Implication: The fashion and apparel industry can incorporate innovations in sustainable material and technology to address environmental issues. - [Climate-Positive Sneakers](https://www.trendhunter.com/trends/vegan-leather-sneakers): Elliott Footwear's Vegan Leather Sneakers Use 100% Recycled Microfiber (Category: Eco) Implication: The sustainable fashion industry can benefit from the trend towards eco-friendly clothing by adopting and promoting environmentally-sustainable initiatives. - [Pollution-Combating Housewares](https://www.trendhunter.com/trends/ikea-frndring): The IKEA FÖRÄNDRING Collection is Made from Rice Straw (Category: Eco) Implication: Waste materials can be transformed into furniture, which presents opportunities for innovative sustainable products. - [Carbon-Offsetting Initiatives](https://www.trendhunter.com/trends/carbon-is-canceled): Reformation's 'Carbon is Canceled' Supports Sustainable Practices (Category: Eco) Implication: The fashion industry can embrace carbon-offsetting initiatives and sustainable practices to cater to the growing demand for eco-friendly clothing and accessories. ## Recent trend clusters - [Festive Fusions](https://www.trendhunter.com/protrends/festive-fusions) (Lifestyle) - [Engineered Layers](https://www.trendhunter.com/protrends/engineered-layers) (Fashion) - [Embedded Intelligence](https://www.trendhunter.com/protrends/embedded-intelligence) (Tech) - [Crafted Timepieces](https://www.trendhunter.com/protrends/crafted-timepieces) (Luxury) ## Trending in Eco - [Backpack-Sized Folding Scooters](https://www.trendhunter.com/trends/blizwheel-f05) - [Aftermarket Cyclist Motor Systems](https://www.trendhunter.com/trends/asus-oxiis-e250g1) - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Living Fungal Textiles](https://www.trendhunter.com/trends/programmable-fungal-platform) All articles: [Eco](https://www.trendhunter.com/eco)