In our ongoing quest to highlight leaders driving positive change in their industries, we sit down with Sally Tarbit, Director at The Team, a brand consultancy dedicated to advancing sustainability. With over 30 years of experience in the creative sector, Sally has been at the forefront of merging creative strategies with sustainable practices.
In this interview, we delve into her journey, the challenges and opportunities for fashion brands embracing sustainability, and the crucial role of incremental change in fostering a more sustainable future. Join us as we explore how small, consistent steps can lead to significant, impactful change in the world of fashion.
Anthony: Thanks so much for joining me today, Sally. Iโm excited to dive into these topics. Could you start by sharing a bit about your background and how you got to where you are now?
Sally: Itโs interesting how you end up where you are because itโs not usually deliberate; itโs by accident. Iโve always worked in creative industries. I graduated in the late eighties and went into marketing, then onto the agency sideโcreative agencies, above the line, and through the line agencies. Personally, Iโve always been very interested in sustainability and living a more sustainable life.
Creating momentum through small, consistent steps can lead to significant change.
I grew up in a household where we were fairly self-sufficient. Reuse was something we did naturally before it became widely spoken about, before the crisis was identified. Over the last few years, my professional and personal interests have started to come together, and Iโve been able to use my creative skills to help clients and spread the word about sustainability.
Anthony: Talk to me about your work at The Team. Is sustainability a primary focus for you?
Sally: Itโs really starting now. Part of our offer includes corporate reporting, such as impact reports for clients. While thatโs functional, weโre trying to be more proactive about helping brands tell their story, talk to their customers and employees about what theyโre doing, what they believe in, and why it matters. Itโs about creating momentum and keeping sustainability part of the conversation. Our clients are at different stages of their sustainability journeys, and weโre in a privileged position to help them move forward.
Anthony: Weโve covered sustainable fashion a lot in the magazine. What are your thoughts on M&S launching their new service for clothes repairs and alterations?
Sally: M&S is an interesting example. Weโve done a lot of internal communications with them, including Plan A, their internal plan to be more sustainable. While theyโve done some tactical things, I feel they could have done more. The tension for a retailer like M&S is that itโs a volatile sector, margin and profit-driven, which means important sustainability initiatives can take a backseat. However, Iโm glad theyโre focusing on repair and reuse. The conversation needs to shift from recycling to reuseโtackling the problem at its source. Itโs timely but they need faster progress to have a significant impact.
Anthony: Why do you believe incremental change is crucial for sustainability in fashion brands rather than more drastic measures?
Sally: The retail sector is under a lot of pressure, and anything that potentially derails or makes them less attractive to consumers is a difficult pill to swallow. Sustainability involves many inconvenient truths that brands fear might clash with their curated image. I see a lot of paralysis with sustainability because the problem feels too big and frightening. Incremental steps are essential to avoid this paralysis and bring everyone along gradually. Brands can make changes and stick to them, ensuring they donโt regress.
Incremental change is crucial because it avoids paralysis and brings everyone along gradually.
Anthony: Can you elaborate on the biggest fears fashion brands have when it comes to sharing detailed manufacturing information?
Sally: Fashion is all about gloss and how it makes you feel. The irony of wearing something that feels good but has caused harm to the planet or exploited labor is a significant juxtaposition. Too much honesty can derail the dream many fashion brands sell. Itโs challenging to balance transparency with maintaining a positive brand image.
Anthony: How can fashion brands balance the need for transparency with the fear of damaging their curated image and sales?
Sally: It usually takes a compelling event to drive change. While climate change is a pressing issue, the urgency hasnโt quite hit home for many brands. The tipping point feels distant, and as long as brands can be successful without proactive sustainability efforts, they might try to get away with minimal changes. However, ethically led brands will see the long-term value in making these changes.
Engaging customers through dialogue is essential for promoting sustainability initiatives effectively.
Anthony: Can you provide examples of how incremental transparency can build trust and authenticity with customers over time?
Sally: Two brands stand out to me: Miele and Vivo Barefoot. Miele has worked gradually to ensure that every appliance they produce can be repaired, shifting from the short shelf-life model. Vivo Barefoot has incorporated repairability into their DNA from the beginning. These examples show that incremental change, even in traditionally unsustainable sectors, can make a significant impact.
Anthony: What role do digital platforms play in promoting sustainability initiatives and engaging customers?
Sally: Digital platforms are crucial for fostering dialogue. Many brands report their sustainability efforts passively on their websites. To truly engage customers, brands need to encourage conversation and community involvement through social media and other digital channels. This engagement creates a positive sentiment and motivates consumers to be part of the change.
Anthony: Based on your experience in marketing and sustainability, what advice would you give to brands just starting to integrate sustainability into their business practices?
Sally: Be transparent and keep going. Even if youโre starting late, the important thing is that youโre doing something. Talk to your customers, understand their concerns, and communicate your sustainability journey. Itโs about creating momentum and dialogue. Donโt wait until your efforts look impressive or perfectโjust start and be consistent.
Anthony: Any final thoughts for our readers?
We should be motivated by hope rather than fear.
Sally: Have hope, not fear. The task of affecting change is not impossible, but itโs not on your shoulders alone. Connect with people, share ideas, and use your role to advance the conversation. Together, we can create the momentum needed to make a real difference.
Anthony: Thank you, Sally, for sharing your insights and advice. Itโs been a great conversation.
Sally: Thanks, Anthony. Itโs been really enjoyable talking to you. Take care.