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While consumers are more aware of the environmental impact of the fashion industry and with more fashion brands introducing ‘sustainable’ fashion products, consumers may find it challenging to identify brands that truly emphasize the need for responsible production.
During Earth Month, the TENCEL™ brand launched a social media campaign to educate consumers of all ages and help them understand that products made with TENCEL™ can be trusted, enabling them to be reassured that what they are buying is sustainably sourced.
“We as consumers are the collective force of change for our industry, and there is no better time to reinforce that message to our audience than during Earth Month. Through our Earth Month Campaign 2023, we hope to continue to raise awareness on the priority topics of the industry while educating our consumers on making smart fashion choices. With our bite size content, we aim to stimulate engagement and interaction within the community and the TENCEL™ brand, while instilling a sense of ownership, connection, and responsibility amongst our audience to join in the eco-responsible movement,” said Eva McGeorge, Head of Marketing & Communication, Americas, Europe & Turkey of Lenzing.
The campaign was launched in April, at the start of Earth Month, with a series of content that positioned TENCEL™ as more than just a fiber, it is a way of thinking and acting – sustainably, innovatively, and responsibly. With the hashtag #checkwhatsgood, TENCEL™ was at the heart of the solution to the climate issue facing the world and enabling consumers to make a difference by making responsible choices in their fashion purchases.
Key content themes include TENCEL™’s brand DNA, the story behind TENCEL™, sustainable materials, and the production process, as well as key topics around sustainability, wood sourcing, transparency, and traceability. The complex topics were turned into digestible pieces of information and presented in a visually attractive manner to ensure they are easily understandable and highlight the benefits and advantages of purchasing products made with TENCEL™. By shining light on these key topics, TENCEL™ is educating consumers on how to be a collective force to make the industry a better and more sustainable place.
This campaign is being rolled out for the third time due to the positive response it received in the past. This year, the results have once again exceeded our expectations with an overwhelming response from social media users on @tencel_global, @tencel_usa, @tencel_europe, and @tencel_turkey.