Why we decided to join C&A’s Portugal 30th anniversary campaign
The fashion world is not exactly known for its sustainable way of doing business. In fact, it is considered one of the most polluting industries in the world. This is not only because it pollutes a lot, but also because it is a very diverse source of pollution: from the sourcing of raw materials to the disposal of goods.
GoParity is a sustainable finance company that allows people and companies to use their money for good. We integrate sustainability (in what it really means: living in our planet in a way that assures that there are enough resources left for future generations) in the most horizontal way, from the way we work to the projects and companies we fund.
Being so, when we first got contacted by C&A (a large fast fashion brand) to take part in their 30th-anniversary campaign in Portugal our first reaction was: “Not. We’re pushing for the sustainable transition and that’s exactly what the fast-fashion world is not”. Still, we asked them about their motivations in doing so, what exactly they were celebrating and why they’d thought GoParity should join. We also decided to do some research and explore what C&A is doing to change things and how much of a commitment they have. We discovered a committed brand that is slowly pushing the change agenda and “best performer” among peers.
So, because we are aware of the difference in scale and style of GoParity and C&A, here’s why we decided to work with this multinational fashion giant:
1. They’re working on improving (and achieving results and recognition)
C&A’s sustainability report is a clear and transparent piece of information the clearly states goals and, more importantly, what has already been achieved by the company.
- They had the first “Cradle to Cradle” certified t-shirts and jeans;
- They partner for change (SDG17) having joined initiatives like the Sustainable Apparel Coalition, the Ellen McArthur Foundation’s Make Fashion Circular and Fashion for Good;
- They’re the second-highest ranking company in the 2020 Fashion Transparency Index by the Fashion Revolution;
- They have one of the most successful circular fashion programs, having taken back for recycling more than three thousand tons of used garments;
- They’re a 3 out of 5 on the Good on You index.
2. The transition is for everyone. And so is sustainability.
We can no longer afford to let the transition be a war of “good vs. evil”. We should all be on the same side, one that places people and our planet above profit.
It needs to happen now and for everyone. It needs to spread all the way from education to the food we eat, the clothes we dress and the way we use our money. If we leave these brands and companies out — the ones that are trying to make a change at the core of their activity — we risk sustainability never becoming mainstream and systemic change won’t happen.
3. We have a role to play
Being deep believers in the power of communities and the potential of collective work (and investment of course 😉) we know every citizen, consumer or client, can play a role in making a stronger push for sustainability by demanding information, transparency and “voting with our money”.
We also believe every company or brand has a vital role to play in raising awareness and transparently informing their customers or users to make better and informed purchasing decisions. One can feel this proactiveness in a C&A store. Of course it could be better and even more “core” but there is a lot of visible information about sustainable clothing options. The same happens with the company’s website: a quick look at their main competitors (UNIQLO, Zara and H&M) shows that C&A provides the greatest highlight to sustainability on their homepage too.
We embraced this campaign and proudly share it with our community, because we believe we’re doing the right thing and that more companies should take a stance like C&A is doing.
This is not to say that C&A is already a green or sustainable brand. It is a recognition that they are doing something about it, that they have ambitious goals of becoming one and were brave enough to invite us to be part of this transition.
As for us, we won’t quit until every store has included THE question during their checkout shopping experience: “do you really need this piece?”. A bit like the inspiring “Don’t buy this jacket” campaign by Patagonia.
