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The Ethical Style Guide for Ambiente 2020

Nothing wrong with consumerism – as long as it’s fair and socially responsible. Sustainability is a meta-trend that is gaining more and more momentum, and this is also reflected in the Ambiente Ethical Style Guide.

The curated directory for 2020 features 314 exhibitors from 49 countries, all of them manufacturers who follow eco-friendly and socially responsible production standards. This is an increase of 66 companies compared with the previous year. 250 enterprises applied to be included for the first time, of whom 113 succeeded in convincing the professionals on the interdisciplinary jury.

They are now be listed in the Ambiente Ethical Style Guide for the next three years. The world’s biggest consumer goods trade fair which is currently on in Frankfurt from 7 to 11 February 2020. Last year it welcomed 4,460 exhibitors from over 90 countries.

“Classic consumerism is currently giving way to an increase in ethical consumerism. People want to feel positive about the things they surround themselves with, and this makes them more mindful and critical in their buying behaviour. Moreover, they are usually well informed and ask about the origin, manufacturing method, materials and social responsibility associated with a product. But it also presents retailers with new challenges. It means deciding between recyclable solutions and fair trade projects as well as between good marketing and greenwashing: Which suppliers and which products are genuinely sustainable and in which areas? Answers to such questions can be found in the Ethical Style Guide,” says Nicolette Naumann, Vice President of Ambiente.

One company that made it into the 2020 Ethical Style Guide as a new entry is the Dutch brand Van Verre. Its delicate home textiles and home accessories, which come from the Mediterranean, Timbuktu, the Silk Road and the Andes, speak of traditional materials, techniques and trade channels. Story doing is also cultivated by Allpa. Running under the motto “There is no social business without business”, this Peruvian brand has been showing since 1986 that fair trade and successful brand development need not be a contradiction, but are actually a highly successful combination. Another newcomer is Bee’s Wrap from the United States. This functional product, which is made from wax paper, is a good alternative for households with an environmental awareness, while also supporting bee projects at schools and contributing to a general change in awareness.

The Ambiente Ethical Style Guide has become established as a valuable tool for forward-looking retailers who have embraced the spirit of our time.

Find out more HERE.


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