Joshua Goodman, one of the Co-Founders of the brand, claims that "Anyone who subscribes to our first three products, deodorant, shampoo, and mouthwash, will eliminate 2.2 kilograms of single-use plastic waste from entering the environment, over a 12-month period."
Lucie Greene, on stage for the Future Gazers panel at Cannes Lions, spoke about by Humankind and how they were the kind of brand that is “creating new behavioural habits.” This is how the world of wellness and sustainability is changing. Greene outlined how “consumerism is bad for the environment” so “we’re going to see a backlash to on demand culture.” This means the growth of subscription models such as Be Humankind’s that allows the consumer to pick and choose when and how much they want to receive their products.
Greene also focused on another key area of innovation: logistics. Companies like by Humankind in the personal care space and Loop in the FMCG world are making it easier for consumers to change their consumption habits and to take ownership of their impact on the planet.
“What if you could save our planet from single-use plastic waste, just by getting ready in the morning?” the by Humankind Instagram account asks. The beauty of brands such as these is that they create products that belong within an everyday consumer behaviour that already exists. It makes the shift less dramatic, the swap less of an effort for each individual. It creates a sustainable option that is both attractive and effective and it’s a move that is both what the modern consumer wants and that which will encourage widespread behavioural change.
As the environmental crisis continues to rise up the news agenda, brands which offer more sustainable solutions are poised for growth.
Visit by Humankind's website to find out more.