Reflecting the meta-trend for sustainability, Ambiente’s Ethical Style Guide has increased by 66 companies compared with the 2019 edition. The curated directory for 2020 features 340 exhibitors from 49 countries who follow eco-friendly and socially responsible production standards. Ambiente takes place in Frankfurt from February 7 to 11 2020.
250 enterprises applied to be included in the Ethical Style Guide for the first time, with 113 making the grade (as decided by professionals on the interdisciplinary jury). These companies will now be listed in the Ambiente Ethical Style Guide for the next three years.
“Classic consumerism is currently giving way to an increase in ethical consumerism,” reflects Nicolette Naumann, vice president of Ambiente. “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.”
Nicolette adds: “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.”
New entries to the 2020 Ethical Style Guide include the Dutch brand Van Verre. Its delicate home textiles and home accessories, which come from the Mediterranean, Timbuktu, the Silk Road and the Andes, reflect traditional materials, techniques and trade channels. The Guide also includes Peruvian home accessories brand Allpa, whose motto is: ‘There is no social business without business.’ Another newcomer is Bees Wrap from the United States.
The Ethical Style Guide has six clearly defined categories: Environmentally Friendly Materials, Resource-Friendly Manufacturing, Fair & Socially Responsible Production, Re/Upcycling Design, Handmade Manufacturing and Sustainable Innovation. It will be available at Ambiente as a free booklet and listings are shown on Ambiente’s online exhibitor search.
* Last year Ambiente welcomed 4,460 exhibitors from over 90 countries.
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Top: Koziol is one of the companies in the Ethical Style Guide.
