This Earth Month, as we continue to think about supply chain sustainability, I want to acknowledge how far we’ve come as a society over the past few decades. Take reusable bags: It wasn’t so long ago that “Paper or plastic?” was the default question in the grocery checkout line. Now, many places charge customers who forget their greenbags. Here at ASCM, the circular supply chain has never been a more popular topic of conversation — or our sustainability standards more important. 

According to a survey from PDI Technologies, 80% of consumers are “very or somewhat concerned” about the sustainability of the products they buy. And consumers are willing to pay for it: “When comparing two similar products priced at $10 or less, 71% of consumers would select the one that follows sustainable practices.”

Of course, educating consumers is essential. And this week, The Washington Post offers an interesting example: Jeans have been a central part of the American wardrobe for more than a century. Over time, denim has become stretchier, more synthetic and more artfully distressed than the original Levi’s. Unsurprisingly, these fashion-focused advancements have increased denim’s ecological burden.

But a more sustainable version of the fabric is growing in popularity with companies including Patagonia, Levi Strauss and Madewell, which are overhauling everything from materials to manufacturing techniques. For instance, organic cotton creates 48% less carbon dioxide than conventional and uses 91% less water. Plus, new technologies in lightening and distressing, such as laser fading, deliver a washed look while using much less energy and water. In fact, these techniques can cut the environmental impact of this finishing stage by up to 90% compared to sandblasting.

“But jeans are just the start,” notes the Ellen McArthur Foundation, which partnered with 80 experts to create Jeans Redesign guidelines. “Participants are increasingly applying circular economy principles to other garments, proving circular design can become the norm.”

For instance, CNET has a new roundup of sustainable kitchen and household products, from wool dryer balls to organic sheets to reusable straws; USA Today offers a list of consumer goods ranging from meatless meat to bamboo toilet paper; and Travel + Leisure features eco-friendly brands that work for every trip.

Here in the United States, the Biden Administration has recently finalized the Sustainable Products and Services procurement rule, which “modernizes existing Federal sustainable purchasing standards and directs the U.S. government, as the world’s single largest purchaser, to prioritize the purchase of American-made sustainable products and services,” the White House’s website notes. The rule directs agencies to follow the Environmental Protection Agency’s 40 recommended standards across 34 product and service categories, as well as regulations around water efficiency and the presence of “forever chemicals.”

Keep learning and growing

The Post article underscores one key truth about all production practices: Recycling or downcycling old jeans may be better than throwing them away, but the most responsible thing consumers can do is choose to invest in quality items that they’ll use for years. Making individual consumer choices is indeed critical, but building a sustainable future requires collaboration — and this is where ASCM CONNECT comes in. ASCM CONNECT 2024: Europe in Brussels, June 4-5, and ASCM CONNECT 2024: North America, in Austin, September 9-11, both offer sessions to build your knowledge about sustainability, circularity and climate. You’ll learn how to select suppliers who share your values, reduce emissions throughout your network, explore alternative sources of energy and much more. Register for one of these industry-leading events today!