8 Sustainable marketing stories from female founders

“We believe living a sustainable lifestyle shouldn't be a privilege. It should be accessible to all. And it’s not just ONE THING. It’s the people. It’s the products. It’s the vibe. It’s the conscious mindset. It’s #ECOVIBESTYLE”

How it all started

ECOVIBE began as a small apparel boutique but has evolved over the years to become a complete lifestyle brand with a focus on home décor, houseplants, plant pottery, kitchenware, apparel, accessories, candles, and gifts. All of our products are hand-selected based on their sustainable and aesthetic values and we donate 1% of all of our online sales to local 1% For The Planet non-profit organizations..

We started this brand in 2010 with the hope of building a family business and a sustainable brand that could give back to the community. Today we employ 18 people and 3 of our four children work in the family business. 

Living plants enhance personal spaces in a healing way and are complementary to a sustainable lifestyle. We offer a wide assortment of plants and all of the accessories to go with them. We also employ a small team of plant specialists and stylists and offer services both to assist our customers with their plant care questions and home styling needs.

Her biggest challenge

Being a female founder has many challenges but I feel that my biggest challenge aside from lack of capital to get the business started has been finding balance between personal and professional life. For the first five years, I worked a very demanding corporate job on top of trying to keep the business going and also raising my children. My husband and co-founder was a huge support and took care of a lot of the day to day activities of running the store and helping with the kids, but I still held a lot of the burden of all of these things.

With limited capital and very few employees to help, I took on a lot to make it all work. I have to constantly remind myself to take breaks and make time to rest and relax because my love for the business is so strong! 

Her biggest achievement

Creating a business that employs wonderful and talented people who feel good about where they work and who they work for. When we created ECOVIBE, we originally imagined it as a way out from that corporate life and to build something that could sustain us and our family. We quickly learned that this would not be a true reality until we started to employ other talented and hard-working people to help make the business more profitable and truly sustainable.

We also knew that in order for people to feel valued and want to grow with us, we not only had to do our best to pay them well and provide them with good benefits, but we also had to collaborate with them and allow them to be a part of building and creating our structure and designing roles that allowed them to utilize their skills and talents and apply them to areas of the business that would help it grow to sustain us all. We are extremely proud that ECOVIBE has become a workplace that is based on these core values.

Best tip for you

I believe that good marketing is one of the most important aspects of building a successful business and I don't believe that ECOVIBE would be where it is today without it. But marketing is expensive and it is hard to know where and how much to invest in when you are starting out and have very little budget and don't personally have an education or background in marketing.

I have never hired expensive firms or high powered marketing agencies to assist me because my budget would not allow it, so I started with part-time staff and marketing student interns and I was blown away by how much value they brought to the business. 

Claire Powers founder of KINdom ethical fashion brand that promotes upcycling and indigenous textiles in her unique garments

"We do not inherit the earth from our ancestors; we borrow it from our children.” - Native American proverb

How it all started

I'm just a simple Mom wanting to create a better world for my child, and that means a healthy environment with healthy relationships. KINdom was born as an intersectional environmentalist, with products focused on being eco-conscious for the planet and ethical for humanity. Continuing on this path and now prioritizing upcycling existing products & working with indigenous communities, I hope to spread awareness & educate consumers while heading for a more circular and kind economy for the planet & its people.

Her biggest challenge

The costs involved for eco-conscious & ethical fashion. As consumers have been used to fast fashion and other products that pollute the environment at cheap prices. But as people become more aware of what goes into a product and who is paying for it (Rana Plaza disaster, extinction of species, etc.), I hope that there are more consumers buying sustainable products in the future.

Her biggest achievement



There's not one biggest achievement, but many little success stories. For example, a customer saying that she lives in one of the KINdom styles, or another that it's her favorite piece, she ended up buying two in different -prints. Or that we are recognized and are a part of Fair Trade LA and the United Nations Partnership for the Goals. 

Even more of an achievement is my child seeing my work and the philosophy behind it, and at a young age, recognizing & practicing compassion towards others and the environment around us (she often says, "Trash (or plastic) is bad for the planet!" whenever she sees garbage on the street, and if we have gloves, we pick it up and throw it in the garbage; we also recycle as much as we can).

Best tip for you

Creating relationships with like minds is the best strategy, marketing or not. As a group, together your message can be amplified, and you can tackle issues better with cooperation.

Sanja Lazarevska founder of BIO422, the first Biodegradable tights with Aloe vera in the world.

“Let's knit our future together!”

How it all started

The fast way of living made us think of the quality of life we have, but also of the consequences we leave on this planet behind us. Did you know that 5.2% of the waste in our landfills is textile waste? This was my wake-up call and biggest motivation for change.

Combining Amni Soul Eco Technology, a premium Aloe Vera formula, and a team of experts, we created a new and innovative product - The Biodegradable tights, tights that decompose in 3-5 years and become biomass.

We use materials that do not harm our environment and with this process are closing the cycle of biodegradation of the product and leave no waste behind us. Our manufacturing is in North Macedonia, and we also have a warehouse in Chicago, USA

Her biggest achievement

Making a change in fashion but also in the industry world.

Her biggest challenge

The introduction of the new and innovative product on the market. In marketing theory, that is called “introduction of a new category”. This is an issue not only in regards to the end consumers, but also for the buyers/resellers (producers of hosiery, drug stores, retailers etc.), and not only for the MK market but broader. People are still not aware of the existence of such a product and need time to change their mindsets. 

Best tip to you



Never give up on your ideas. 

Laurinda Lee-Retter founder of Kind Karma Company, an innovative art therapy-based employment model that’s changing the world one youth at a time.

"You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what difference you want to make." - Jane Gooddall

How it all started

Kind Karma is a social enterprise that employs at-risk and homeless youth to handcraft fine jewelry. In addition to fair hourly wages, proceeds from sales are returned to youth employees to support their individual goals such as funding education, housing and courses. Our mission is to break the cycle of poverty by enabling vulnerable members of our future generation reach their full potential so they can continue to pay kindness forward. 

During my third year of university, I was diagnosed with severe clinical depression and anxiety. Unable to concentrate at school, I tried to find purpose and direction through employment but without qualifications or experience, the only options to me were the two "r"'s - retail or restaurant. I spent many hours feeling hope for a "normal" future drain out of my life as I bounced around from company to company trying to find a light at the end of the tunnel.

Those years left a lasting impression on me and it inspired me to create an alternative employment model so that youth who have suffered emotional and mental challenges don't feel the way that I did when it came to employment. 

It has been so uplifting to see confidence and self-esteem reignite as youth can finally feel stability in being able to maintain meaningful employment in a mentoring, safe and inclusive space. 

Her biggest challenge

As not only a female founder, but a BIPOC female founder, I think one of the most challenging aspects I had to overcome was most likely self-inflicted. As a minority on many fronts, it was easy to let society's past view of what females like myself "should" contribute overshadow my natural strengths. Similar to the "imposter syndrome" that many entrepreneurs feel at times, I remember questioning my ability to not only start a company but to run it and guide its success.

Although most entrepreneurs have these moments of self doubt, I think the traditional social views of female founders and CEOs makes it a slightly more challenging mindset to overcome but I also believe that it is something persistence, determination and hard work can easily overcome.

Her biggest achievement

The space that I have created through Kind Karma for other females who have gone through similar experiences and challenges. Most of the youth we have worked with (and all of our current youth) are female which has enabled us to create our own support community for female empowerment. I personally check in regularly with each youth artisan and during these "mini therapy sessions" we talk about challenges that they currently struggle with, shared experiences and anything I have learned that might help create a solution. 

It has been my priority to create a safe, inclusive and nurturing work environment where females can talk openly about any and all topics to foster healthy discussions that they may not be as comfortable having elsewhere. They are consistently reminded that their past challenges and trauma do not have to dictate their future achievements.

Best tip to you

Although we make jewelry and could easily market ourselves as another fine jewelry company, we have marketed ourselves as a sustainable jewelry company that aims to make a difference through the meaningful employment of marginalized youth. 

We believe in storytelling, shared experiences and creating that community so that customer loyalty is not earned through promotions, discounts or pricing (which could easily be replicated or changed) but through a shared commitment to a bigger picture.

Dawn Rodriguez founder of Into the Sea bringing awareness to plastic pollution in the ocean

“Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” {Margaret Mead}

 
Into the Sea is a a community-based organization focused on helping make the world around us a healthier, happier place. With the help of our community, we organize creek, river and ocean cleanups, exciting community-building events, in-depth educational trainings and collaborative policy campaigns.

Her biggest challenge

It's important to us to not re-create the wheel. So far our biggest successes have been partnerships, but autonomy is important to us. We struggle on where to prioritize our capacity and often fall back on our partnerships, which leaves us with the question of -- what is our identity? That said, we are incredibly grateful to have the partnerships we do and understand we are often the smallest .org on these coalition calls, Zoom meetings etc. We are empowered, and we come in on the issues of what needs to be done and isn't being taken care of.

Her biggest achievement

We have had the opportunity to play a leadership role in both TrashBlitz Denver and Austin. Most recently, we helped spearhead #TrashBlitzAustin, a community science program engaging local stakeholders in collecting data on waste, revealing that plastic made up the majority of trash found. More than 160 volunteers collected trash from 80 sites around the Austin area throughout May and June. TrashBlitz utilized the Litterati app and data platform, which categorizes litter by type, material, and brand to better understand the sources and brands collected. 

Food and drink, smoking materials, and personal hygiene made up the top three categories found, and nearly 70 percent of all items collected were made of plastic. Single-use plastics, including wrappers, bottles, caps, straws, bags, and utensils, were the most common items found. Repeatedly topping the list of biggest corporate plastic polluters in the world, Coca-Cola was the top brand identified, followed by Marlboro, McDonalds, Swisher Sweets, and Gatorade. 

The data collected from Austin underscores an urgent need for policy change and legislation that addresses single-use plastic and enables a shift toward a culture of reuse. Volunteers observed plastic litter in bodies of water that carry pollution to other regions and out to sea, with the highest concentrations of plastic found at Walnut Creek, Shoal Creek, and Lady Bird Lake watersheds. The City of Austin has access to the TrashBlitz data, which provides valuable information about plastic usage (where, what type, and how much) and can be used to propel policy change to address single-use plastic. Plastic poses a threat to the environment, wildlife, and local communities and has a direct impact on the health of future generations.

Best tip to you

Collaboration, collaboration, collaboration

Samantha Tollworthy founder of Teddy Locks and turning plastic bottle waste into sustainable socks

“It's only waste if you waste it!”

How it all started 

I was traveling the world as a wildlife TV producer, filming in jungles, on remote islands and up mountains, but no matter how far I went there was one thing they all had in common - single-use plastic.

Unable to avoid the comforts of convenience abroad or in New York city, where I was based, I realised that consumers needed products that were better for the planet and would help them to lower their own footprint.

So, I quit my dream job and spent 404 days developing the world's most sustainable socks - ethically knit on green certified machines in North Carolina, by local family run businesses, from recycled plastic bottles and upcycled textiles. 

200% funded on Kickstarter I then launched Teddy Locks online - and to date have recycled more than 10,000 bottles and transformed more than 1,500lbs of waste.

Her biggest challenge

When I started building Teddy Locks I didn't factor in the natural progression of my personal life, and by the time I had completed the crowdfunding I was 9 months pregnant - and launching the business online. I spent the first six months as a new mom and as a new business owner scrambling to balance my now two full-time jobs. It has taken a long time to work out an effective and healthy balance, but I am now much better at separating these two worlds.

Her biggest achievement

I honestly built Teddy Locks to help make a difference, to help fight climate change and to fight the war on waste. So, every time a new customer discovers Teddy Locks, or an existing customer returns, more single use plastic is recycled, diverted from landfill and our waterways. Seeing that positive impact we are having together, that is the biggest achievement.

Best tip to you

I did a really fun and personal collaboration with a sustainable fashion blogger in San Francisco. She got to design her own set of socks and helped to educate her followers on our brand values, as well as the importance of shopping sustainably. Opportunities to make people feel involved are definitely the most powerful.

 
Marisa Simones founder of Carry Courage and designing sustainable bags that remind you to have courage in life

“You can’t go back and change the beginning, but you can start where you are and change the ending.” -C.S. Lewis

How it all started



The idea to actually pursue my love of creating sustainable bags as an actual business began when I was signing up for a local women’s conference in early 2018. The conference organizers commented on my bag while I was filling out the registration. When I told them I made it, they invited me to be a vendor during the event. My products were well received, and I was able to see a way I could fulfill my passion and have some income on the side. 

At the time I was working for my family’s business, which was becoming more emotionally and relationally draining. I began to fantasize about working for myself, and later on this dream came true.

The opportunity to make my brand a reality showed me that it needed to be a bigger part of my story and could help me change the direction of my life. I quit my family job, moved out of the community I had lived in my 38 years in and relocated to a new state to raise my children. 

After settling into our new home in Portland, OR, I knew it was time to make my dream a reality and in late 2019 the new and improved “Carry Courage” was born with the purpose of creating products that were not only beautiful, but had less impact on our precious environment through the renewable and sustainable materials they were made from.

Her biggest challenge

One of the biggest challenges has been being true to myself and not losing sight of my personal values. I have been pushed to grow in this area when I made the huge decision to leave the security of a job with my family's business and move to a new city to make a fresh start with my own family. It was an exciting time, yet scary as I started to learn the importance of setting boundaries and honoring who I am and that the gifts that I have are valuable.

This is part of the heart message behind the name “Carry Courage” and a reflection of the journey I have had to take in order to carry my own courage, move towards living the best life I can and be a role model for my children.

Her biggest achievement

Having Carry Courage featured in various media publications throughout our beginning stages has been one of the farthest-reaching achievements we’ve had. The growth of our brand awareness is testament to the value of community that is part of Carry Courage to the core. I believe we all have something to offer each other, and that life is better when we’re in community with one another. 

Best tip to you

Get involved in as many industry-related communities as possible and get networking! In the beginning, I tried to take all the roles of being an entrepreneur on myself and found myself completely drained and lacking self-confidence. There are so many wonderful people in this world that have what you need and need what you have.

Vanni Leung founder of Valani and taking vegan fashion seriously with fun and flirty designs

“Sustainability is an ongoing, imperfect journey.  The world can’t wait for perfection. It’s imperfect action that sets things in motion”. - Vanni

How it all started

My passion for sustainable fashion stems from my vegan lifestyle.  Veganism is a plant based life built on compassion and respect for everything, and so I wanted my brand to be the same.  I use fashion as a way to express my creativity and to fill in a gap that I saw in the sustainable clothing niche.  Most sustainable brands that I found were neutral colored, boxy or boring.  I wanted something fun, flirty, bold and feminine.  Enter Valani. 

I'm currently in my second year of business.  The journey has been tough as we are still in a pandemic.  As a small business, I'm doing a lot of things on my own to minimize expenses.  I'm learning so much and constantly developing new skills along the way.  I believe in my mission to help women look & feel beautiful in sustainable clothing that doesn't harm the planet.   The world needs change and I'm happy to spread the message.     

Her biggest challenge

Tying to balance everything - family, career and self care.  I talk a lot about the importance of self care in social media.  Women often put themselves last and forget to take care of themselves.  Although times have changed, women generally have a harder time than men when it comes to balance - because there's more responsibilities that come with being a mom and wife. 

Her biggest achievement

Launching a sustainable clothing brand during a pandemic.  The road has been tough but I'm happy to be able to thrive in such a crazy time.

Best tip to you



Pinterest has been great for organic traffic.  Affiliate marketing works well too. 

May these stories from sustainable female founders set the example that you can build your dream business if you work for it

Like they all said, having a business comes with ups and downs, challenges and achievements, but overall what all these amazing ladies have in common is that they have a passion for changing the world with what they each do in their unique way.

When you have a purpose, and you combine it with your skills, magical things can happen. So, the next time you’re wondering if starting a business is a good idea, remember that the journey may not be easy, but the reward and outcome is definitely worth it.