For many brands in this year’s Greater Good Awards shortlist, making a positive impact on their local communities — whether through internal or consumer-facing initiatives — is highly evident as a top priority. The throughling: companies are increasingly using their platforms to communicate the importance of sustainability, wellbeing and equality. 

In one example, cosmetics company Aveda earned a nomination in the Sustainability category. Since its founding, Aveda has cultivated a reputation for innovation in botanical technologies and green chemistry. Cruelty Free International has given the brand Leaping Bunny approval, the most rigorous cruelty-free certification available. Aveda is 100% vegan and its hair care is 90% naturally derived. Additionally, its primary facility manufactures products using 100% wind and solar power, and the brand pioneered the use of 100% post-consumer recycled PET bottles. In a more recent sustainable packaging push, Aveda partnered with woman-owned packaging supplier Zela Pack to create a paper-based, locally recyclable sachet for samples — a first for the prestige beauty industry. The new design elevates the customer experience while  a peer-reviewed life-cycle assessment calculated the sachets reduced water consumption by 36% to 68% and CO2e emissions by 37% to 64%.