Today, all companies claim to be committed. The causes defended are numerous, from CSR to sustainable development and organic farming. There are hundreds of labels and certifications. But not all commitments are equal. How can brands demonstrate sincere involvement? Can consumers differentiate this from greenwashing? We offer some keys to help you find your way and identify the serious guarantees of a committed company.
Company commitment: current situation
Companies are free to commit or not to any cause. Their actions can be aimed at improving employee working conditions, transparency with consumers, or environmental impact. The themes are broad, and the implications vary greatly.
Unequal social and environmental implications
Many companies commit to social and environmental issues. The growing interest in the ecological crisis and sustainable development particularly pushes brands to claim investment in ecological transition to their customers. From simple manifestos to certifications that are not all equal, there is great disparity in commitments. Many lack consistency and do not follow through on their promises.
Numerous labels and certifications
Labels and certifications, eco-responsible or fair trade among others, have been flourishing on products for several years. All these voluntary initiatives have their limits. For CSR, for example, there is a charter, a standard, and dozens of different labels and certifications. It becomes very difficult for consumers to navigate. Moreover, these commitments do not represent an ultimate goal for companies whose primary objective is to generate profits.
Specifics of the cosmetic sector
Cosmetic products are not immune to this proliferation of appellations of all kinds. The hygiene and beauty sector is symptomatic of this phenomenon. Organic, natural, eco-labels, zero waste labels... there are hundreds. They are not all equal. And even those recognized as the most reliable neglect certain parameters; none take all impacts into account.
➡️Also read: our article on eco-design
A committed company: Margerie's promise
In this context, Margerie wished to demonstrate its sincere investment and counter any suspicion of greenwashing. The brand was created with the objective of obtaining the approval of a Socially Responsible Enterprise (ESUS). This legal form not only guarantees our commitment to people and the environment, placing profitability in the background. But it also makes Nature our shareholder.
ESUS accreditation, our guarantee against greenwashing
Margerie could be certified organic, eco-label, or even BCorp. But these certifications don't go far enough. Today, only companies in the social and solidarity economy (SSE) guarantee that their primary purpose is social and solidarity. By shedding the pressure of profitability for shareholders, it is possible to prioritize health and the environment. Democratic governance and the ESUS accreditation system also ensure adherence to these commitments.
A Nature defense NGO as a shareholder
We Are Nature is our brand's partner NGO. It uses its share of Margerie's profits to redistribute to local associations, in France and worldwide. Its missions include improving living conditions and public health, protecting animals, biodiversity, nature, and the environment by combating pollution and nuisances from human activities. It also commits to vulnerable populations due to global warming, an ecological threat, a natural disaster, or any other emergency or underdeveloped situation.
Margerie's societal commitment
Margerie wishes to develop a more sustainable, more ethical economic model for humans and the planet. The implementation of fair trade sourcing is also one of its priorities. It seeks to be consistent on all levels and in all areas. Moreover, by competing in a market that must be part of the ecological transition, the brand wants to show that it is possible to produce qualitative and satisfactory cosmetics for consumers while remaining relevant with demands for safety and respect for the general interest.
There are an increasing number of committed companies, as well as the causes they defend. It is difficult to sort through all these labels and certifications. As the first cosmetic brand invested in the social and solidarity economy, Margerie shares the same values and objectives as an NGO, while generating the profits that finance its actions. This alternative model is the guarantee of our true commitment.
