Raise awareness and show support for the global environmental movement. It's also a great opportunity to look inward. What are we as a business or as an industry doing in the area of “going green”? What more could we be doing or what things could we be doing better?
Last August, the latest Intergovernmental Panel on Climate Change called “A Code Red for Humanity” and with that, the pressure continues to build for brands, including those within the sex toy industry, to take sustainability seriously and not engage in green-washing.
We know the industry is not perfect and we still have a long way to go, but if we all make a conscious effort to try, we’ll be able to make a difference.
The reality is that as the market for pleasure products continues to grow, so does the carbon footprint of our industry. We know that these are new times for us; we are entering into a new season where our consumers’ priorities are shifting and the things they are looking to get out of the products they buy are changing. Take Generation Z for example. Often dubbed “the green generation,” they are confident with their sexuality, and they place value on quality over quantity. They are constantly on the lookout for products and services that are more focused on ethical and sustainable practices, even if that means that the price tag is higher — and the same is true when it comes to buying their sex toys.
This was one of the driving forces behind launching Love Not War. We were aware that the market demand for “green” sexual wellness products was on the rise and we also knew that as an industry, the potential to create products that would meet this demand was there. We’ve shown that it is possible to make a sex toy that not only feels great but also is also eco-friendly and our 2022 Red Dot Design win proves this.
With that being said, we're still a long way off from our target of being carbon zero, but we have slowly learned that making small improvements can have a massive impact and it is our hope that others in the industry will make a move towards going green too.
Here are a few top tips for anyone interested in improving their overall environmental impact:
WHERE TO START?
To start your green journey, the first step is to set your targets. Write down what changes you’d like to see six to 12 months from now. Then you can monitor and measure to see what things you can change or do to reach your target.
When running a business, it can often be easy to look at the short-term benefits above all else. One of the questions we’ve gotten asked the most since we first launched Love Not War is “Doesn’t it cost a lot to go green?” This is one of the main things that people falsely believe. The truth is, there are lots of small things you can do that will have a minimum cost attached to them but overall will deliver immediate results.
These include trying to lower your energy and water consumption and waste production. We do this at our own factory by monitoring our monthly bills. Any sustainability expert will tell you this is the most basic step in lowering your carbon emissions.
Our factories have also all been set up with heating and air conditioning timers to minimize energy consumption. We also work with our team on an ongoing basis to help them to be more mindful. We get them to close doors behind them, turn off taps and lights when they are finished, and turn off machines and equipment when it isn’t being used.
I would recommend that you take a look at your most recent bills, then see what small changes you can make between now and your next bill. You will honestly be able to notice a difference straightaway.
LEARN FROM EACH OTHER.
The sex toy industry has made some monumental changes over the last several years. Things that at one point seemed far-reaching are now the new normal — rechargeable toys, waterproof electrical toys, body-safe standards.
When someone within an industry develops a new technology or technique, we always see other brands slowly start to adopt. We’re always learning from and adapting each other’s ideas, and when it comes to eco-conscious manufacturing, we should also be doing the same. Wouldn’t it be great if, in the not-too-distant future, green sex toys become the industry norm, just like body-safe silicone?
TALK TO AN EXPERT.
It’s worthwhile consulting with a sustainability expert. They will be able to point you in the right direction, and show you techniques and things to consider on your green journey. They will also be able to show you what areas of your business most need improvement and help you find new ways to make changes.
We first met with a sustainability expert before Love Not War even launched to the public. We wanted to make sure we were on the right track from day one. After our first meeting, they highlighted that we could significantly lower our carbon emissions if we used energy from sustainable sources. We have since changed our energy provider to one that uses predominantly hydroelectric sources.
BECOME A ‘B CORP.’
B Corps — short for Certified B Corporations — are businesses that are voluntarily certified every two years for their social and environmental performance by the global nonprofit organization B Lab. The B Corporation certification is arguably the creme de la creme of eco-credentials, so naturally, it is not easily obtained. Since its launch in 2006, more than 150,000 businesses have signed up for the B Corp Impact Assessment, yet only 4,500 have been certified, which is a testament to its extremely high standards. This is something we are working towards at Love Not War.
In the meantime, though, there is a whole range of other certificates out there that you can look at for your business, such as Certified Vegan, Carbon Neutral, Plastic Negative and the list goes on.
All these certificates offer positive steps and make it be known that you’re looking to take sustainability seriously. They also allow you access to a great network of other businesses that are always willing to offer advice based on their experience of sustainability. People have walked the path before you, and so there will be plenty of opportunities to join working groups or to get peer-to-peer advice. Then when you’re ready, go for the B Corp!
We know that choosing to implement eco practices into business, especially into an already established and thriving business, can be difficult and may seem daunting, but it’s important to remember that anything big always starts with small steps. Start small, don’t overwhelm yourself and know there are plenty of others along the way who will be only too happy to answer questions and help where they can.
As a sustainability brand, it is our responsibility to create products that are green. We know the industry is not perfect and we still have a long way to go, but if we all make a conscious effort to try, we’ll be able to make a difference.
Will Ranscombe is the co-founder and managing director of Love Not War, maker of eco-friendly sex toys.
