In a world that’s more globally conscious than ever, it is essential for leaders to fully integrate their contributive calling into all they do and are.
Few others embody this ability to actualize global stewardship without sacrificing the perceived value of a brand and its identity more than the pioneer of the eco-fashion industry and my latest guest on The Wisdom Of… Show, Marci Zaroff.
Recently, I had the profound privilege of speaking with this visionary woman whose work as an internationally recognized eco-lifestyle expert, educator, innovator, serial entrepreneur, and author has been instrumental in driving authenticity, environmental leadership, and social justice worldwide for over three decades.
Reflecting on her journey over 30 years in the making, we unearth not only how Marci was able to usher in the global sustainability revolution of today but empower the wildly successful, globally conscious empires of tomorrow.
Ready to see how your business can transcend profit and join the future of purpose-focused brands? Watch the full interview with Marci Zaroff now.
Coming Changes & Interconnection
As the pioneer of and coiner of the term “EcoFashion” in 1995, few others have a better pulse on the past, present, and future state of style and sustainability than Marci Zaroff. As we opened our conversation, this became clear as we began by exploring the current state of the world and how seemingly disparate industries have come together over time. “All of the sectors we choose as consumers are interconnected like us to our environment”, she stated, citing this observation as a motivation behind her desire to connect the dots between food and beauty and bring them together as inseparable parts of our lives that can’t help but influence each other.
As original founders, it’s imperative that we not only acknowledge this, but embrace it. When we do, we can begin to see how our work affects other facets of our customers’ lives. This helps us anticipate their future needs and shows us how we can create products (and services) that complement the interconnected reality of their daily lives and our modern world.
Moving From “Yes Or” to “Yes And”
We continued by highlighting how this shift from disconnection to interconnection influences the purchasing behaviors of buyers, with the majority prioritizing products where they don’t have to sacrifice the core benefits of a product (such as comfort, style, and functionality) in order to have the niceties (such as sustainably-sourced materials, ethical labor practices, and a globally conscious mission).
Marci brilliantly illustrated this by equating the shift as a move from “this or that” to “yes and”. In other words, conscious consumers desire products that illustrate that you get all the benefits you need without sacrificing the sustainable benefits they want.
“You need to show them that they can have it all, and have it done in a better way” she said, this standard illustrating the necessity of brands to position sustainability and global stewardship not just as a nice to have or an accessory to an item, but a central and fully-integrated part of the offer and the brand itself.
Centralizing your contributions to more ethically and effectively improve the world’s well-being isn’t just timely, but indispensable as in the future, choosing to be globally conscious won’t be a matter of staying ahead, but a matter of not being left behind.
Catalyzing Global Standards
While this focus on sustainability is important, it can be difficult to ensure which products truly live up to the benefits they tout, especially with more and more sustainable and globally conscious brands entering the market every year. Marci saw the necessity for an international standard for sustainable textile brands, such like existed with the USDA seal for organic foods.
It was out of this desire from consumers for traceability and transparency that Marci developed GOTS, the Global Organic Textile Standard. GOTS was created to “define worldwide recognized requirements for organic textiles.” From the harvesting of raw materials and environmentally and socially responsible manufacturing to labelling all verified by a 3rd party audit process, textiles certified to GOTS provide a credible assurance to discerning consumers.
GOTS represents the highest standard possible for organic textiles, with over 15,000 certified entries. It was developed with the help of world-class standard experts who look at the packaging, materials, finishes, labor practices, global sustainability, and humanitarian effects of the goods being evaluated. In awarding the seal, each facet of the textile through every step of the supply chain process must meet rigorous quality checks.
As it stands today, GOTS is not only a testament to Marci’s mission and uncompromising desire to further the global commitment to quality in sustainable manufacturing but a quite literal example of how in business, original genius doesn’t merely meet the standards of others, but often, it IS the standard against which all else is measured.
Choices Vs. Imperatives
This development of a global standard also creates a kind of safety in the market – the need for which became even clearer as Marci reflected on how many conscious individuals feel the future is more threatened now than ever before.
“I don’t know if I want to bring children into the world,” she would often hear from the younger generation, highlighting not only their discontent with the state of the world, rampant consumerism, and current corporate priorities but also their pressing desire to be a part of the solution. “The future generations are less concerned about what something does and more what it is made of, where it comes from, and what larger impact it has on the world around it” she noted.
This desire for transparency throughout the entire process of making an item from conception to consumption shows the heightened level of care that today’s buyers have in assessing the value of a product based on its total impact on the world around it rather than its surface-level utility. This deeper need for trackability opens the doorway for you to begin to meet these growing needs to showcase the holistic benefit of your products and the integrity and deeper authenticity of your brand.
When considering this, ask yourself: How are you leading your business to adapt to the shift in consciousness and position your products as a central part of it?
Advancing With Authenticity
As we wrapped up our conversation, Marci illuminated the larger philosophy that has driven much of her success. “With people, it’s about meeting them where they are, not imposing where you think they should be”, she began. “Like seeds, we all bud and grow at different times and in different ways.” This compassionate and non-assumptive approach to leadership allowed her brands to embody authenticity and foster trust with her customers by creating an ecosystem in which they feel deeply seen, heard, and understood.
When creating a globally sustainable brand, the most surefire source of sustainability is how you lead others and lead yourself. The greatest original founders like Marci are living examples of the work they do and the change they bring about in the world, allowing them to create companies that are traceable through and through as fully integrated examples of integrity.
When you do and when you are, you not only build a business that others naturally resonate with and gravitate to but a movement that is a natural extension of you. And as evidenced by her prolific success and global impact over the past three decades, people can’t help but feel this passion.
This conversation is a must-watch for any leader who wants to realize true sustainability and stewardship, not just as an accessory to their business but as a fully integrated driver of it.
Marci offers deep and indelible wisdom tested by over 30 years as a pioneer of sustainable fashion, and frankly, this article just scratches the surface.
So here’s my challenge to you: Watch this episode.
Then, discover how you and your business can join the global movement of sustainability that is no longer just a wise choice but a necessary action for brands looking to build the future.
Sustain your business and the world by joining the conversation.
Watch the full interview with Marci Zaroff on The Wisdom Of… Show.
And don’t miss Simon Bowen’s transformative masterclass on unlocking your hidden genius. Your future self will thank you.
