The Quiksilver 'Made by Waves' initiative sets an industry example for other popular clothing brands to become environmentally sustainable -- all while connecting with their deep-rooted fan base.
The premise behind this campaign is to become less of a contributor to the global warming issue by going back to the basics of the brand. The sport is being fuelled by the constant ebb and flow of the sea, while its fashion and gear is also driven by the powerful wave. Quiksilver cultivates love for the ocean and for its brand by cleverly connecting their purpose to a relevant environmental issue.
The idea was created by Patrik Beskow and David Lunde of Berghs School of Communication, who inspire other companies to find the connection behind the need for their products and the issues their customers care about.
Key Themes Behind This Trend
- Sustainable Fashion
- Fashion brands can prioritize becoming environmentally sustainable to appeal to conscious consumers.
- Purpose-driven Marketing
- Brands can connect with customers by aligning their purpose with relevant environmental issues.
- Product-environmental Issue Connection
- Companies can find success by showcasing the connection between their products and the environmental issues their customers care about.
Where This Applies
- Fashion Industry
- The fashion industry can adapt to become more environmentally sustainable to attract conscious consumers.
- Marketing Industry
- Marketers can create purpose-driven campaigns that highlight their brand's alignment with relevant environmental issues.
- Environmental Activism Industry
- Environmental activism groups can partner with brands to create campaigns that drive awareness for sustainable practices.
