KeiSei Magazine
  • Fashion
    • Style
    • Ethical Talks
    • Editorials
  • Beauty
    • Skincare
    • Beauty Edit
  • Lifestyle
    • Wellbeing
    • Culture
  • Inspiration
    • In Conversation With
    • Editors Journal
    • Book Club
    • Guides
  • Shop
KeiSei Magazine
  • Fashion
    • Style
    • Ethical Talks
    • Editorials
  • Beauty
    • Skincare
    • Beauty Edit
  • Lifestyle
    • Wellbeing
    • Culture
  • Inspiration
    • In Conversation With
    • Editors Journal
    • Book Club
    • Guides
  • Shop
  • ETHICAL TALKS

A Call For Inclusivity Within Eco Friendly Brands

  • 7 minute read
PHOTO BY MODELSDOTCOM

By Racheal Bola-Keji

Inclusivity is an important part of every individual’s life.  It’s that desire to be seen, understood and accommodated for. But inclusion isn’t always available for all.  Sometimes representation isn’t equal and universal – a realisation that occurred to me recently in my pursuit to live sustainably. 

Don’t get me wrong, sustainable brands are doing a great job of advocating for ethical change. But there is still a blind spot in portrayal. In the words of Celeste Scott:

“there is still a hierarchy of who gets to be at the forefront of representation.”

My quest for eco friendly hair products:

I have always been eager to find eco friendly wash day products that work for my afro hair type. But my sheer laziness to search, has made me hold it off for a while now.  After reading a recent article about DIY Hair Care Treatments. 

I was motivated to start my pursuit towards eco friendly hair products.  But what I thought was going to be an easy and fun adventure turned out to be harder than I thought. I’ve been left with the question of : why is it harder to find a selection of ethical products for women with afro and coily hair textures? 

Natural Organic Brands To Nourish Afro Textured Hair

Read More

What is the big issue brands need to change?

I don’t think the big issue is a lack of variety because there are lots of ethical beauty brands that sell shampoo’s and conditioners. But compared to straight hair types, us afro haired females are very limited in choice. 

Still, the many ‘do it yourself’ suggestions I came across made me realise that there aren’t as much beauty brands giving a helping hand to women with afro and coily hair types. And this is unfortunate, because it makes our shift to conscious buying 10 times harder than those who are catered for.  

“Brands will not successfully shift consumers shopping habits towards more conscious brands if they refuse to represent the diverse array of consumers that exist.” 

Without discrediting the immense growth of diversity in the sustainable industry, I kind of agree with Celeste Scott.  I think Celeste Scott explains the issue of representation perfectly. One size, one race, one hair texture, one social class doesn’t fit all! And it can be hard to trust the diversity of a brand when you struggle to see your community within the products.

But on the bright, there are eco friendly brands representing the minority, it is just a matter of researching and finding them.  Eventually, I was able to find ethical beauty brands that were suitable for my Afro hair texture which was great.  

So the issue isn’t primarily a lack of black owned brands but there can sometimes be a mix up between diversity and inclusion in the way representation is pursued within non ethnic owned beauty brands. 
PHOTO BY UN-RULY
PHOTO BY LATONYA YVETTE

The mix up: diversity vs inclusivity

Diversity and inclusivity are two words commonly used in conversations regarding progress in the beauty industry. But they can often be confused and mixed up. It’s like ‘there’ and ‘their’- we know what the words mean individually but can often group them as one.  And there can be a lot of  ‘there’ and ‘their’ play when it comes to representation within eco friendly beauty brands. 

So what is the difference between diversity and inclusivity? 

Diversity is ‘the mix’ of something; it is the difference within a group of people. But unlike diversity, inclusion accommodates the differences within a group of people. Let me break this down some more… Andres Tapia once said

“Diversity is the mix but inclusion is making the mix work”. 

It’s kind of like a pack of Haribo’s, everyone has a favourite flavour because there is a variety to choose from. But imagine going into a pack of Haribo’s and realising that no flavour accommodates your tastes?

That’s what my initial shopping experience felt like. It felt like there was nothing for me. I saw people like myself on campaigns but not really within product type and variety. 

PHOTO BY JULIA

The effects of no inclusion on buying experiences:

In light of my shopping  experiences, I conducted a little survey asking women about their opinions on representation. Specifically within ethical brands and the change they would like to see. I wanted to see if other women had similar experiences and it turned out that they did.  

Conducting this research gave me a lot of perspective on the experiences of all types of  women. Alongside their observations on representation within ethical brands. 

Results from survey: 

Many women within this survey (ages 18-34), mentioned that they felt unrepresented.  Using words such as ‘underestimated’, ‘unseen’ and ‘dismissed’  when asked how being unrepresented makes them feel.

One respondent stated: 

“I felt un-included and lost interest in buying items from that brand.”

Another respondent mentioned : 

 
“I know my skin colour makes me privileged in terms of being targeted by fashion and beauty brands. It makes me sad that I don’t see my friends or the population as a whole accurately represented.”

These responses in particular really stood out to me. Because they show just how important  inclusion is in the growth of living sustainably. It makes me  wonder how many individuals have  given up on their pursuit to sustainable living because they didn’t feel  included? But on the flip side how many people have subscribed to sustainable living because they did feel included? 

“Brands can’t shift the majority of consumers shopping habits if they fail to represent the minority. “

Equal representation is imperative to any shopping experience. The minority is just as important as the majority. And having this reality within representation  will really help brands in general be an avenue that is inclusive to all.

Results from our survey showed that 41% of our respondents felt a little/moderately unrepresented  when buying eco friendly products. And a whopping 57% of our respondents, majority being Caucasian said they had never felt unrepresented when buying eco friendly products. 

PHOTO BY SERGY FILIMONOV
 Seeing the differences in the percentages, shows the majority of those who feel represented within our survey. And those who feel represented are more prone to a better buying experience than those who aren’t. This really shouldn’t be the case, but it shows just how important diverse and inclusive representation is. Not just within the sustainable industry but brands in general.

What do you think brands can do to better represent you? 

 I thought it could be pretty insightful to share some of the changes the women who took part in our survey said they would like to see. This could be our way of starting a dialogue of change about representation and inclusivity.

Results from survey:

Respondent 1  (18-24 year old female)

“I think there needs to be more representation of class and disability ! Sustainability is a privilege – make it more accessible to those with less money and make it more inclusive of disabled people.”

Repondent 2 (18-24 year old woman)

“Research and understand the needs and wants of the many different consumers that the brand want to appeal to. Talking and engaging directly with the consumers is the best way to truly understand the products that the consumer truly wants and needs.” 

Respondent 3 (25-34 year old female)

“Being represented by a brand for me it is not only about seeing my ethnicity or body type represented; it is about seeing inclusivity. I want to support a brand that I can recommend to all my friends, a brand they can feel represented by as much as me.” 

Respondent 4 (25-34 year old female)

“I, personally am represented very well being a white female. I feel there is always room to represent more and more diverse cultures and people as the ethical movement quickens it’s pace.”
PHOTO BY CHARLI CLEM LAUREN NYKOR

The change that needs to happen within brands: 

  • Eco friendly brands are doing a good job with diverse campaigns. There are more brands accommodating different communities than previous years. But within brands in general, there needs to be inclusivity beyond advertising campaigns and within product types. 
  • Beyond race, some of our respondents mentioned that they would like to  see  brands accommodate communities that aren’t always remembered e.g people with disabilities and low social classes.
  • Conversation with those who feel unrepresented is a great start towards inclusivity. And giving an array of individuals a seat at the table is a perfect way to get the conversation of change going.    
  • Further promotion of black owned/ ethical owned brands would be helpful for ethnic people navigating an eco friendly lifestyle for the first time.  

Overall:

 As a community of women we would just love to see ourselves more both within campaigns and products. We want inclusion and diversity. 

PHOTO BY RACHEAL

Eco friendly brands are doing a better job at being diverse and accommodating to all cultures and ethnicity. And it is good that there are more options for a wider variety of individuals. But like Winston Churchill once said

“To improve is to change, so to be perfect is to have changed often.”

It would be lovely to see the hierarchy of representation shift away from a majority vs minority scale. And just neutralize to equality and inclusivity. This would really help individuals like myself have a smoother and easier transition to a more sustainable lifestyle.

Although I have mentioned a few changes, we value your opinion and would love to hear from you. What changes would you like to see within brands in general? Let us know in the comments. 

And remember, change can’t begin unless we start a conversation. 

Sustainability And Diversity: The Importance Of Racial Equality

Read More
Racheal Bola-Keji

Racheal Bola-Keji

Racheal is an undergraduate at the University of Surrey studying Media and Communication. Her love for writing and fashion stems from her desire to help women reach their full potential in every aspect of life.

Racheal Bola-Keji

Previous Article
What is Biodiversity? Why do we need to protect it?
  • ETHICAL TALKS

What Is Biodiversity And Why We Need To Protect It

View Post
Next Article
Circular Consumerism: 4 Industry Insiders Weigh-In On Fashion’s Future
  • ETHICAL TALKS

Circular Consumerism: 4 Industry Insiders Weigh-In On Fashion’s Future

View Post

KeiSei Weekly:

Sign-Up For A Weekly Dose Of Sustainable Lifestyle Inspiration

You May Also Like
Circular Consumerism: 4 Industry Insiders Weigh-In On Fashion’s Future
View Post
  • ETHICAL TALKS

Circular Consumerism: 4 Industry Insiders Weigh-In On Fashion’s Future

  • Charlotte Hope-Shannon
  • April 18, 2021
What is Biodiversity? Why do we need to protect it?
View Post
  • ETHICAL TALKS

What Is Biodiversity And Why We Need To Protect It

  • Roberta Fabbrocino
  • March 22, 2021
How Can Ethical Fashion Empower You?
View Post
  • ETHICAL TALKS

How Can Ethical Fashion Empower You

  • Lola Connelly
  • February 28, 2021
London Fashion Week AW21: Pandemic Pressures & Gender-Neutral Innovations
View Post
  • ETHICAL TALKS

London Fashion Week AW21: A New Agenda Of Opportunities

  • Charlotte Hope-Shannon
  • February 26, 2021
How These Lingerie Brands Approach Sustainability
View Post
  • ETHICAL TALKS

How These Lingerie Brands Approach Sustainability

  • Claire Roussel
  • February 14, 2021
Models wearing Skall Studio AW21 Collection for Copenhagen Fashion Week
View Post
  • ETHICAL TALKS

Copenhagen Fashion Week Embraces Sustainability And Digital For AW21

  • Daisy Wallis
  • February 9, 2021
Understanding Gender Neutral Fashion
View Post
  • ETHICAL TALKS

Understanding Gender Neutral Fashion

  • Miko Takama
  • January 30, 2021
Intentional Shopping: How To Shop Mindfully On A High Street Budget
View Post
  • ETHICAL TALKS

Intentional Shopping: How To Shop Mindfully On A High Street Budget

  • Charlotte Hope-Shannon
  • January 22, 2021

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

KeiSei Weekly

Sign-Up for more Inspiration on Sustainable Living and Style Direct to Your Inbox

Looking forward to wearing your heels again after the long lockdown? ⁠⁠
Have you ever felt suffocated with social media but scared of FOMO?⁠⁠
Beauty brands an inclusivity problem. Our article discusses how brands are failing to fill the gap of diversity. It’s not surprising that so many women who feel unrepresented struggle to maintain a sustainable lifestyle. ⁠⁠
Out with the new, in with the old! ⁠⁠
Do you struggle to speak positively about your success?⁠⁠
Have you ever wondered how sustainable your beauty tools are? ⁠⁠
KeiSei Magazine
  • About
  • Advertise
  • Terms of service
  • Privacy policy
© 2020 KeiSei Magazine Ltd.

Input your search keywords and press Enter.

This website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.

SAVE & ACCEPT