A study by Facit and Serviceplan showed that consumers are paying more attention to whether a company assumes social responsibility. In this study, 69 percent of consumers stated that the aspect of sustainability influenced their purchasing decisions. Sustainability is an important part of Lässig’s corporate philosophy. The diaper bag manufacturer has developed a sustainability strategy based on six pillars. Thus, the company is constantly working on the sustainable further development of the brand.

Cost awareness is not the only important factor for the new generation of buyers. They want to consume with a clear conscience and are increasingly demanding sustainable products. However, not only the end product itself, but sustainability along the entire value chain are decisive for the credibility of an organisation. Many companies, such as Lässig GmbH, react to these demands and have integrated sustainability firmly into their corporate philosophy.

Sustainability encompasses many areas of responsibility

Sustainability is a balance of economic, ecological and social dimensions. This includes the use of resources that does not exceed the extent of the natural ability to regenerate. Lässig’s sustainability strategy, which is based on six pillars, includes all these dimensions: production, materials, products, commitment, employees and customers. In particular, customers are the most important stakeholder group when it comes to sustainability, alongside employees.

Customers are willing to pay more for sustainability

Customers are becoming more and more aware of sustainable issues. This applies not only to the products they consume, but also to the entire company management. According to a recent study by Ernst & Young on the subject of “Sustainable corporate management – situation and current developments in medium-sized companies”, customer orientation is a central aspect of sustainable action.

If there is a high degree of transparency, customers are also willing to spend more money on sustainable products. Claudia Lässig, Managing Director of Lässig GmbH, confirms the statement: “The end consumer is prepared to pay a little more. However, price sensitivity in this area is high.”

Customers and employees as motivators for further development

For the family-owned company, too, it is essential to constantly include customer and employee feedback in order to improve and further develop itself and strengthen customer loyalty. “Sustainable production is becoming more and more important for our customers! The market for babies and toddlers is a sensitive market with increasing awareness of product manufacture and composition. It is important for us to be one step ahead of our customers’ expectations so that our products are of a higher quality than the market demands”, explains Claudia Lässig.

Sustainability as a corporate philosophy

Sustainability is a philosophy that must be lived holistically and cannot relate to just one aspect of production. In this way, companies create the credibility desired by consumers. However, this also enables companies to improve their image and makes sustainability a marketing strategy. An important issue here is the fair treatment of all employees – current and future. After all, Generation Y in particular is attaching increasing importance to sustainable corporate management.

Sustainability promotes innovation

Lässig defines a sustainable product as the interplay of fair production, a sustainable choice of materials and multifunctional applications. Like many companies in the fashion and textile industry, Lässig shows that sustainable products are a reflection of their dusty ecological image and are characterised by innovative materials and processes. Lässig manufactures its products exclusively from harmless, pollutant-tested, innovative and high-quality materials. “These include recycled polyester from PET bottles, GOTS-certified organic cotton, water-saving fabrics and materials that are manufactured using special production methods that use less chemicals and conserve resources”, says Lässig.

Test seals strengthen customer confidence

Certifications and accreditations are becoming increasingly relevant and plentiful. They should help to make sustainability verifiable and comparable. There are different labels for different aspects. The use of test seals and certificates makes a company appear credible and strengthens customer confidence. Lässig GmbH, for example, uses the GOTS certification for organic cotton and the Oekotex 100 standard for the majority of textile products. Since 2017, the company has also been certified according to ISO 9001:2015, an international standard for an organisational quality management system.

Lässig: “GOTS is an organic certification of textile products with environmental and social aspects. Textile products that consist of at least 70% organically produced natural fibres can be certified. The majority of our textile products (…) are certified according to the Oekotex 100 standard for product class I (articles for babies and small children up to 3 years of age). The independent product label for textiles tested for harmful substances, with its extensive product controls, stands for responsible handling of chemicals and thus ensures sustainable sensitisation worldwide.”

A recent ISK study on “Fashion and Sustainability” shows that Germany, along with Great Britain and Italy, is a pioneer in sustainability and environmental awareness. “In our age, sustainability and environmental awareness are playing a growing role, even in fashion. It is becoming increasingly important for buyers to find out how and where their clothing was made. They ask about the place of manufacture, the working conditions of production and the composition of the fabrics”, the study says.

Sustainability not 100 percent feasible

Despite the increasing economic and social demands on companies to comply with stricter legal framework conditions and the willingness of many of these demands, Lässig considers a 100 percent sustainable company to be unrealistic. “Sustainability is a way, a process that we work on every day in order to continuously improve ourselves. Fair production in compliance with strict quality guidelines, resource-conserving materials and innovative production processes as well as social commitment – we are constantly working on further developing the idea of sustainability in our company”, says Claudia Lässig.


You might be also interested in:

Plush toy manufacturer Efie has been nominated for the German Sustainability Award 2019

The Otto Group’s Sustainability Strategy 2020


Link: Lässig has firmly anchored sustainability in its corporate philosophy

Picture: Lässig