What does it take to be a successful, sustainable company? We wanted to find out and asked ethical brands in various industries around the world about their success stories.

From social entrepreneurship to making sustainable products that people consciously want to buy: These brands have found unique and inspiring ways to change the world and make a profit at the same time. We'll learn more about their success stories - and find out how they manage to stay true to their values. Sit back and get ready for a great journey!

Success Story 1: Y.O.U underwear

Let's start with the bare facts. When I heard about Y.O.U underwear and their mission about four years ago, my heart broke and melted. I had the pleasure of meeting founder and CEO Sarah Jordan in person at the Be The Change Awards in London on April 26, 2019. And you know what? The sustainable label won the award in the fashion category that night.

Your product:

Y.O.U underwear produces soft, stylish underwear made from organic cotton for men, women and girls. Clothes that make you look good, feel good and do good at the same time. Y.O.U underwear is Fairtrade, PETA-certified, vegan and made from 100% GOTS-certified organic cotton.

I am so grateful that they are also committed to ethical marketing and actively promote body awareness through their brand images and strategies. Underwear that I can slip into without a care in the world.

Your mission:

Y.O.U underwear ' s mission is to improve access to education for women and girls by donating underwear. Wondering what that means? Everyone has underwear, don't they? And what does underwear have to do with education? Get ready for this story!

When Sarah visited Uganda in 2016 to volunteer for the Uganda Marathon, she was literally shocked to discover that many women and children had no access to underwear.

This may not seem too bad at first - but there's a big problem with this scenario: as an adolescent girl and as a woman, you can't go to school or work or get involved in your community during your "time of the month".

Sarah told me that in some communities, an estimated 1 in 10 girls don't go to school during their period because of a lack of underwear and sanitary products. Without adequate period protection, they have no choice but to miss school - for up to 12 weeks a year.

This unheard-of fact inspired Sarah and so she founded the label Y.O.U underwear in 2017.

Your goal: 

Y.O.U underwear has set itself the ambitious goal of donating 23,000 pairs of underwear by 2023 through the sale of its own sustainable underwear.

Your challenge:

As with many product-based companies, Covid-19 caused problems in the supply chain and items were delivered late. They were also unable to serve their normal markets and had to switch to online sales.

Your success story:

Y.O.U underwear has abuy-one-give-two pledge in partnership with Smalls for All, a Scottish charity that collects and distributes underwear to women and children in need in Africa and the UK.

In 2021, they have already reached over 17,000 donations and are on track to collect a total of 23,000 donations by 2023. All in all, that's more than 5,500 girls and women across the UK and Africa who have received three pairs of underwear. All thanks to great customers who care about people and know how important high quality is.

Y.O.U underwear even grew by 400% during the pandemic in 2020. This has allowed the label to expand further this year and has been featured in The Guardian, Forbes, The Independent, Stylist, Glamour and other national publications.

Your future:

Y.O.U underwear plans to continue donating underwear to people in need and expand their other donation models, such as their pink collection for breast cancer charity. They are constantly working to improve and renew their commitment to sustainability. Learn more about Y.O.U underwear!

Success Story 2: Ethiqana Limited

Ethiqana is a social enterprise based on the principles of ethical sourcing, sustainability and fair trade to bring about positive social change.

It works with small craft businesses that are carefully selected according to environmentally friendly methods and the need for creative and economic self-determination.

I met founder Arshad Khalid at Ethical Hour, an inspiring community of social entrepreneurs who put people, planet and profit at the heart of everything they do.

The products:

Ethiqana offers a large selection of handmade children's toys and jewelry made of wood, scarves, accessories for home and garden, greeting cards and much more. A colorful range of environmentally friendly products for conscious consumers and their whole family.

What I like about Ethiqana is that they offer things that I would never have thought would be made in an ethical way, such as environmentally friendly board games. Who would have thought that? 

Well done, Ethiqana. Economic and creative empowerment and environmental friendliness are always at the heart of their selection process.

Your mission:

Ethiqana 's mission is simple: "To revitalize craftsmanship in the world of children's toys and other household goods and accessories, while preserving traditional, almost extinct, environmentally friendly art and craft techniques."

By preserving these techniques, Ethiqana challenges modern production methods and provides a sustainable livelihood for its artisans to maintain their skills.

They fulfill their task by:

• Empowering artists through fair and ethical procurement
• Offer consumers a viable, affordable and sustainable choice
• Reusing sustainable materials to reduce plastic consumption

Their mission for positive social change is not limited to the artisan workers they work with. Through their partnership with Buy1Give1, which champions many of the UN Sustainable Development Goals, they have also been able to make a positive impact globally.

Your challenge:

When I asked her about her challenge, I noticed a central theme. And you don't have to be a genius to know what that challenge is. Arshad wrote: "2021 has been a strange year. There have been ups and downs and some bumps along the way." I think we can all relate to that.

Covid put a few obstacles in our way again, which ruined our plans for the year. But we tried to make the best of things. Some opportunities came up unexpectedly, others we had been working on since 2020.

- says the founder Arshad.

Well, they certainly made the best of it last year.

Your success story:

For social enterprises, a success story is never about increasing sales. It's all about the positive impact they have made and the relationships they have built along the way. But what makes Ethiqana so successful?

"We have started working with a women's shelter in India. They work with women who are dependent on public support - giving them shelter, training them, giving them work and paving the way for their economic and social independence. In their own words: "It is a social enterprise for women, by women and through women. We have worked closely with them to develop our range of reusable cotton face masks, scarves and pet accessories. It was satisfying to see that we were able to help more people, especially the vulnerable."

Ethiqana reports:

At the height of the pandemic in India last year, when hundreds of thousands of people were dying every day, we were able to raise money to provide a free medical check-up camp for our artisans and their families. Our customers and supporters helped us exceed our goal.

We also became part of the eBay For Change program - a partnership between Social Enterprise UK, WFTO and eBay that provides a platform for ethical businesses like ours. It was great to be part of the first cohort of 50 such businesses. The support from eBay has been great and has helped us reach more customers.

Ethiqana reports further:

Finally, we were able to participate in events and art markets again from October to December 2021, which helped us to end the year a little healthier than in previous years. It was still a loss considering how poor sales have been in the last two years, but a better loss.

In total, we gave away 1068 days of support for various projects around the world that are aligned with the United Nations SDGs and 210 days of clean drinking water to families in Ethiopia.

We have also entered into a partnership with Green Wallet so that a tree is planted with every sale on our website when a credit or debit card is used for payment.

Your future:

Ethiqana strives for:

• Continue to work with existing craftspeople on new designs to keep the range up to date
• find new partners and work with them
• increase revenue by participating in more events and markets, COVID permitting, so that we can support many of our artisans.

Increasing sales is important for every company, even for socially committed companies. But what happens with this revenue is what makes a company serious. Find out more about Ethiqana.

Success Story 3: Dog round

Luis Kesten, the son of a vet, traveled through Asia and saw the terrible conditions in which the dogs had to live there. He realized that this was a worldwide problem and contacted his friend Fabio Lehert. Fabio has always had a wonderful relationship with animals - especially dogs.

And before they knew it, they were sitting together in a pizzeria in Bonn and working intensively on solutions. They couldn't just stand by and do nothing, so they booked two plane tickets and flew to Romania to see the problem for themselves. In 2019, they founded dog round.

As Fabio told me: "When lots of people come together and do small things, something big is created!"

Your products:

Before they founded Hunderunde, owners Fabio Lehnert and Luis asked themselves: "What if every product I bought for my own dog was shared with a dog that wasn't doing so well?".

They set out to make helping street dogs simple and beautiful at the same time. Every product at Hunderunde contributes to this cause.

Whether the beautiful handmade bracelets, the self-published book, the engraved dog food bowls or the hoodies and T-shirts: they not only help the dogs, but are also produced and packaged sustainably - and thus contribute to mindful consumption.

Your mission:

As Fabio says so beautifully:

People and the world need us to take sustainable and social consumption to a new level. In doing so, we are actively creating the opportunity to help shape things and tackle the problem of street dogs step by step at its roots. We want to make everyone aware that no one is too small to make a difference! We want to create a world for each other instead of against each other. We need new values in our economic system and that is exactly what we want to show. Common good before profit!

Your challenge:

The year 2021 has been very tough for many people around the world. With a prolonged pandemic, a crushing economy and constant struggles, it hasn't always been a fun day at the dog park for Hundunde. 

Fabio explains: "As a social business, you have to work on different things at the same time. You are building a business based on three pillars: economy, ecology and social issues. You have a harder time than other companies that only focus on the purely economic aspects."

Your success story:

For the two founders of Hunderunde, it was important from the outset to break new ground in animal welfare. Instead of founding an NGO, they decided to set up a company that also supports sustainable consumption by offering fairly manufactured and environmentally friendly products. Every donation goes to Mirela, an animal rights activist who looks after around 200 street dogs in Romania.

When I first became aware of Hunderunde, they had just written and self-published their book: Hunderunde - mit Mut, Kreativität und Tatendrang zu einer besseren Welt and were selling bracelets, one of which was designed together with PETA Deutschland e. V. and gives €6 back to PETA's spay and neuter campaign in Romania.

That was just nine months ago. Since then, they have further expanded their product range with dog bowls, hoodies and T-shirts.

Your future:

Hunderunde has set itself the goal of investing a lot of time in new and innovative products and strengthening the Hunderunde brand even more. And as a marketing expert, I can see that they are on the right track. Learn more about Hunderunde.

Success Story 4: Green Eyed Monster Films

The positive effects range from individual measures such as recycling and the use of public transport to corporate changes such as the use of renewable energy sources and the optimization of supply chains. Every step counts towards achieving net zero by 2050.

It doesn't take much - even a small change every day makes an incredible difference. This is exactly what the success story of Green Eyes Monster Films.

Mark Downes, who has a degree in Political Science and a Masters in Cultural Studies and Film Production, founded Green Eyed Monster Films"to communicate the exponential positive impact that comes with small changes to make the big changes go faster and further."  

To achieve net zero by 2050, we need to halve emissions by 2030 and again by 2040 to hopefully reach our 2050 target. This will only be possible with far-reaching change in all sectors.

One sector that is not normally associated with reducing CO₂ is film production. This is exactly what makes Green Eyed Monster Films so extraordinary.

Your offer:

When you combine your passions with your talents, you have a solid foundation for a successful business. IEMA qualified environmental management Green Eyed Monster Films produces content for sustainable and ethical brands and ensures that their productions are carbon neutral. 

How do they achieve this? They measure their footprint with Adgreen's carbon calculator and offset the remaining emissions with their partner Trees for Life. They not only offer film production, animation and editing, but also environmental consulting, training, copywriting, events and content strategy.

Your mission:

"Communicating the solutions. The cascading effects for the wellbeing of all people and the planet emerge when we shine a light on the innovators, disruptors, tech for good practitioners and activists who are driving the framework for sustainability as outlined in the United Nations Sustainable Development Goals (SDGs )."

Your challenge:

When asked if he encountered any problems along the way, Mark replied: "Plenty. A lot of agencies thought that because I had ethical principles, my work was shoddy or unprofessional - like not meeting deadlines or not managing budgets. That's exactly what's changing now. Now brands and organizations want low-carbon production as part of their sustainable narrative. Creativity doesn't have to suffer from being low-carbon. On the contrary, the restrictions are forcing deeper thinking and greater creativity."

Your success story:

Personally, I don't measure my success by the money in my bank account, but by the people I have inspired and the relationships and collaborations I have been able to build with others.

Mark feels the same way when he writes about his success: "I have the great privilege of being able to use my skills and network. I used to make films for brands that cared little about their impact, and now I only work for companies that care about people and the planet. My success lies in being able to work with and for like-minded people who share my vision of a fairer and more equitable world."

For example, in the production of films with Sir David Attenborough and for UNICEF in Mozambique.

Your future:

In keeping with Mark's work ethic, his goals for 2022 are: Learn. Teach. Share. Bravo! Learn more about Green Eyed Monster Films.

Success Story 5: Between Green

What if you could subscribe to a box of affordable, eco-friendly products? A subscription that supports small businesses while you enjoy the feedback from subscribers who are always excited to see what's in their next package?

Well, now you can! Welcome to Between Greenwhich was founded in 2020 by Jodie Clough.

Your products:

Jodie is committed to supporting small businesses in the UK that offer affordable, environmentally friendly and available alternatives.

These include products that help conscious consumers on their way to sustainable living, such as zero waste starter kits, plastic-free dental care, reusable food, chemical-free cleaning, gardening, natural hand and nail care and stationery made from recycled materials.

Your mission:

To give consumers the opportunity to send environmentally friendly exchange products directly to their homes. 

Various themes enable customers to gradually switch to environmentally friendly products without overburdening them. By supporting small businesses in the UK, Between Green reduces the carbon footprint of the products it offers.

Your challenge:

Originally, Jodie started her business by showcasing at craft markets and events. But when Covid-19 came along, she switched to offering monthly subscription boxes. Between Green has completely adapted and now makes the subscription box her main offering.

Your success story:

Jodie writes:

"I started Between Green after my own experiences of living an eco-friendly life. I was diagnosed with depression and anxiety and being a proactive person, I wanted to feel better with daily actions. While browsing search engines, I came across the concept of "slow living" and began to incorporate parts of this lifestyle into my own.

"A big part of the slow living movement is sustainability. I couldn't believe how much better I felt as I reduced chemicals, toxins and plastic over the months. As a result, I wanted to share my story to help others. When you find something you love, you want to shout it from the rooftops.

"In January 2022, we will have been active for a year and it's been an incredible year, sending hundreds of boxes across the UK and even as far as Canada."

One thing that has helped her fulfill her mission has been collaboration. Jodie worked with many small businesses in the UK including Moonie, Eco Party Bag and Plant Based Hipster.

Not only has Jodie been contacted by many small businesses wanting to work with her, but she has also been joined by streaming service Amazon Prime for an upcoming show in January 2022.

What pleases her even more is that she constantly receives messages from many people who have become more environmentally conscious since finding Between Green on social media. Her company and the information she has shared has also been used for university work.

And that's not all: in June 2021, she was able to quit her part-time job as a sales assistant to focus 100% on her business. Cheers to her entrepreneurial success!

Your future:

Jodie plans to increase the number of her subscribers and make the world a better place, one box at a time. Learn more about Between Green.

Success Stories 6: Priory Direct

An important consideration when selling products is the question of what type of packaging should be used. When I see Fairtrade bananas suffocating in plastic, I want to scream: Why, oh why?

Nevertheless, packaging has its place. It is important because many products need the right protection and labeling so that you as a consumer are well informed.

Let's take a look at the next success story! May I introduce: Priory Directthe basis of Planet Friendly Packaging.

Lauren Chrucher, Head of Marketing, writes: "We believe that the future is green or nothing and put this at the heart of everything we do. We want real change to happen that will ensure a more sustainable planet for future generations. We want future generations to be able to experience this planet as they should - without the effects of climate change and deforestation."

Amen to that.

Your product:

Priory Direct is an eco-friendly packaging supplier offering sustainable and environmentally friendly packaging, labels and stock items for e-commerce.

Your mission:

To reduce the impact of e-commerce on the environment. With the set goal of making it a fully sustainable industry. 

As the UK's leading supplier of eco-friendly packaging, the company is able to drive positive change in the industry through awareness, access and authenticity.

They educate you as a consumer about the importance of protecting our planet and taking responsibility for a more sustainable future. They use their product range to give consumers access to environmentally friendly packaging alternatives and sustainable products - such as their eco-friendly packaging brand Priory Elements.

Your success story:

Sometimes success is measured in numbers. But not the numbers we are used to in the traditional corporate world. How does Priory Direct measure its own success with figures?

"As part of our mission to make e-commerce a fully sustainable industry, we've been exploring partnerships with charities and organizations that can help us protect the planet and do some good. Over the past 14 months, we've partnered with two incredible organizations that allow us to protect the planet, its natural ecosystems and those who rely on it.

"We have partnered with Rainforest Trust UK and are proud to be a partner of the conservation charity helping to protect endangered rainforests around the world. Thanks to our partnership with Rainforest Trust UK, we are offering all customers who place an order over £30 (approximately €35) the opportunity to protect 1000m2 of endangered rainforest at no extra cost to them."

We are proud to have protected over 3,200,000 m2 of endangered rainforest through this initiative, sequestering a full 2,732,373 tons of carbon that would otherwise have been released into the atmosphere.

"Our partnership with 1% for the Planet is two-pronged. Firstly, we allow all customers to donate their reward points to charity at the checkout when they buy their packaging items. This donates 1% of their spend to environmental organizations working to tackle important environmental, climate, water and animal welfare issues. To date, our customers have donated over £9,000 (approx. €10,650) to 1% for the Planet through our online checkout system.

"The partnership with Rainforest Trust UK and 1% for the Planet has familiarized us with the charity industry. Thanks to these partnerships, we have created a charity donation section in our online checkout where all customers can donate to three other charities, such as Cancer Research UK.

"The whole experience has opened our eyes to the fact that companies should be doing more to support the charity sector - especially after the devastating impact of the pandemic.

"Secondly, to increase donations as much as possible, we produce and sell all our Priory Elements packaging products in partnership with 1% for the Planet. This means that every time a Priory Elements product is purchased, 1% of the sales value is donated directly to the organization. So far we have raised an incredibleraisedan incredible £22,246 (approx. €26,308) which is actively helping environmental crises around the world."

Your future:

Priory Direct is aiming for B Corp certification and ISO14001 certification by 2022, with a focus on reducing carbon emissions to successfully become carbon neutral by 2030. 

Priory Direct also plans to protect a further 6 million square meters of rainforest through its partnership with Rainforest Trust UK and pass on at least £35,000 (approx. €41,391) to our other charity partners through our Charity Rewards program and 1% For The Planet partnerships. Find out more about Priory Direct.

Conclusion: The future lies in the hands of ethical brands

Running a sustainable business is a challenge. Not only are you trying to find an efficient and ethical way to run your business, but you're also trying to make your products affordable. 

A system change will only be possible if ethically produced products become accessible to the mass market and do not remain the more expensive sustainable solution. These six brands have proven that it is possible and that it is worth the time and effort.

Do you run a sustainable business? Please share your success story in the comments below and let's talk about it.