USAID, Ethiopia & New York
Sustainability in Retail: A Responsibility, Not a Luxury
An advertising campaign to shift the culture of consumption and reflect payments, retail and e-commerce brand partner’s sustainability values.
As global consumer demand for sustainability rises, businesses are expected to drive positive change. In the retail sector, where higher price tags reflect greater profit margins, brands bear even more responsibility for implementing eco-friendly practices. Sustainability is not a privilege limited to affluent communities but a universal necessity.
Lower-income, underrepresented communities are disproportionately affected by the consequences of non-sustainable practices, facing heightened health and environmental risks. With 68% of empowered consumers choosing to spend their money on sustainable brands, retailers must prioritize ethical practices to align with consumer expectations and create meaningful societal impact.
Sade Disu’s….Social impact campaigns deployed for USAID.gov and agency partners were revolutionary for USAID.gov + agency partners.
Sadé aligned content and experiential activations with our social impact missions while helping our policy trend, gain, and maintain consumer engagement and stakeholder trust.
Adiat & her PR company, Adirée, recently launched the campaign “Luxury Untamed” for AFWNY in May 2012 highlighting the significance of African Luxury in the western Fashion Industries. The campaign sparked numerous discussions which formed the collaboration between Adirée & The Fashion Institute of Technology to further tap into this realm. The campaign was well received and has set yet another precedent for the way we view African Fashion.
A true leader see’s things first, then get’s the world to see what they see & Adiat has managed to do this time & time again and will continue to do so. I am honored to be her friend, her peer, & her colleague. She is the true definition of a leader and business woman.
Today, consumers around the world want to live more sustainably. Many expect businesses to play a positive role in society and feel that brands bear as much responsibility as governments when driving positive change. The same is true for retail businesses and even more luxury retail businesses (given the price tag and margins accepted by the very consumers they affect with nonsustainable practices).
Sustainability is not a luxury (exclusive to communities who can afford to prioritize eco and green practices) but a requirement for all.
Mounting evidence shows that underrepresented communities with lower incomes are more likely to face the results of nonsustainable practices (health + environmental risks).
Generally, 68% of empowered consumers will align their dollar spend with sustainable products or businesses with sustainable business practices.
The Pattern of Sustainable Luxury ™ featured on Huffington Post is an Adiree Communications campaign for USAID.gov, under Barack Obama’s Trade not Aid program initiatives highlights the importance of sustainability in retail fashion, consumer, and luxury goods.
Each year, Adiree (via its proprietary consumer-facing platform Africa Fashion Week ) creates culture communications and marketing campaigns, including editorial spreads and advertisements, pop-up shops, retail activations, and social media content to connect corporate and entrepreneurial brands with the conscious “cross-cultural consumer” and mission-driven multi-cultural influencer.
Our editorial campaigns formerly featured in Elle (press clip here), Destiny Magazine South Africa, Elle South Africa, and Black Enterprise are known for their global social, political, and cultural impact.
– Adiat Sadé Disu – Founder of Adiree Communications
$3M
In sales
3.5B
Earned Media Impressions
+17% pts
Increase in brand trust