Sustainability is now

The words organic, natural, eco-friendly and going green are everywhere these days, as environmental movements around the globe continue to create public awareness of the consequences our actions have on nature and health.  These movements inspire people who care about nature, want to produce less waste, consume minimum energy, cause no pollution, reduce their ecological footprint, follow a sustainable way of living and conduct business with care.  Sustainability is one of the most challenging lifestyle concepts to follow and that’s why green products are increasingly in demand. Brands are responding by striving for more sustainable options.   

This begins with sourcing raw materials from organic farming, avoiding the use of chemicals or pesticides, negotiating fair prices with farmers and workers, using recycled packaging to being more efficient in energy and water usage during the production process, producing zero waste, less toxic residue to landfills as well as more efficient logistics and demonstrating genuine care for humanity.


Consumers often have negative associations with sustainable products, viewing them as being of lower quality, less aesthetically pleasing and more expensive.  To eliminate such negatives. entrepreneurs and marketers need to lay down strategies and communicate with consumers on the adoption of sustainable behaviors by firstly breaking bad habits and then encouraging good ones as well as continuously building up pride and commitment in driving sustainable consumption. Here either emotional appeals or rational arguments can be effective – but only if certain conditions are met.  Using marketing fundamentals to connect consumers with a brand’s purpose, showing benefits over and above conventional options, and making sustainability irresistible will be some of the challenges businesses will have to conquer in the coming decades.  As more and more succeed, sustainable business will become smart business.


Peter Wainman, an American businessman who was recognized as expat entrepreneur of 2019 for Corporate Social Responsibility – Thailand, wanted more out of his previous career in finance and realized the importance of the health-conscious mindset.   He told that it all started with a severe allergic reaction and months of agonizing skin reactions from the chemical residue in fabric softener.  ‘About a third of the Asia population now has an allergy of some kind’, he says. ‘I turned to my wife and said, ‘Let’s just make these ourselves.’ Wainman tapped into the problem-solving spirit and eco-friendly product vision using the research and development skills he had honed at MIT.  There is a traditional method for creating natural cleansing solutions by putting fruits in a jar and leaving them to ferment in the sun for a period of time.  Over time, the liquid produced makes a strong detergent. Wainman took that idea and after thousands of experiments with a small team of chemists and microbiologists, the pineapple power in his Pipper Standard products proved not only to clean well and give off a pleasant fragrance but also come at a wallet-friendly price.   Today, the pineapple fermented process technology has been patented globally including the US, Europe and China.


Since launching in 2015 in Thai market, his company Equator Pure Nature has established a presence in 15 Asian markets and approximately 2,000 sales channels with natural, hypoallergenic and non-irritation certified, biodegradable cleaning products including laundry detergent, fabric softener, stain remover, dishwashing liquid, floor cleaner, liquid hand soap, multi-purpose cleaner and baby bottle and nipple cleaner.   In Thailand, Pipper Standard products mainly target health and environmentally conscious groups and the mother-and-baby segment with support from nationwide distribution agents and leading specialized stores and supermarkets such as Tops Market, Villa Market, Foodland, Gourmet Market and Central Food Hall.  Believing that the demand for natural and eco-friendly products is growing and next-generation millenniums will be willing to pay extra for a better life and the environment, Wainman aims to widen distribution channels through more collaboration with potential agents and strategic partners while also growing e-commerce sales. For other export locations in Asia such as Singapore, Malaysia, Japan and China, sales channels and marketing strategies are customized to cater different target groups and customer preference channels through sales agents, partnerships and online platforms.


To cope with global trends, Wainman ensures that Equator Pure Nature is in compliance with the sustainability philosophy by adhering to the central factors of environmental, social and governance (ESG) under which investors and executives realize and measure the sustainability and societal impact of their investment in business and determine the future financial performance of companies in terms of return and risk involved.  “Our type of product will be more widely distributed, and that will help decrease the rates of allergies and asthma. We will have made a real change by then,” he says.


Hopefully, the above-mentioned story has inspired you and your organization to extend or embrace this area of sustainability for our planet.  What you buy at any stores or sales channels can change the world. Remember: Small actions can make a big difference.


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