Even for outdoor enthusiasts who are truly committed to sourcing sustainable gear wherever possible, navigating the maze of marketing jargon, confusing terminology, and outright greenwashing can leave even the most strident of us scratching our heads. Sustainability isn't easily defined and misunderstandings about its real meaning make it even more difficult to know what to look for, and what to avoid. So let's start with identifying some misunderstandings and defining sustainability.

Sustainability Misunderstood

Sustainability is often misunderstood as an environmental issue alone. While the health of our planet is clearly a driving issue, this somewhat narrowly defined picture fails to capture the truly broad spectrum that is sustainability. In addition to its environmental focus, sustainability encompasses everything from fair labor practices and ethical production to supporting local communities and building high performance products that last.

The narrow view has also led to a flood of products to market that trumpet their eco-friendly characteristics while ignoring their impacts on people and communities. While that camp spoon at your local gear store may use recycled materials, look closer and you may find it is poorly manufactured in a polluting factory, the company uses unethical labor practices, and the "Eco friendly" product is wrapped in excessive plastic packaging.

Our Definition

Sustainable goods prioritize responsible sourcing and ethical manufacturing to benefit people and minimize environmental impact. Sustainable goods are characterized by their high-quality and durability, use of safe and sustainable materials, and responsible end of life options like repair, reuse or recycling.

Importantly, sustainable goods are manufactured by companies that are transparent with consumers about their sourcing, supply chain, labor practices, and environmental impact.

It's Up To You, Sort Of…

Because it encompasses so many areas, it's helpful to think of sustainability as a journey. There is no finish line to cross, or points to score in order for a brand or product to be considered sustainable. Not only that, but companies that strive for sustainability exist at different stages in their business development. A startup company would not be expected or able to achieve across the sustainability spectrum at the scale of an industry leader. The key isn't perfection in all areas, it's transparency.

With transparency, consumers can make informed decisions. Then, it's up to us to decide what brands' sustainability efforts and achievements align with our own expectations and values. For some of us, that's going to be all about the environment, for others it's ethical labor practices and responsible sourcing, still others it's quality gear made in the USA.

How to spot a sustainable product

Broad spectrum aside, there are still some specific ways we as consumers can identify sustainable products.

• The product is made using environmentally safe, organic, recycled, certified and/or other sustainable materials.

• The product is high performing, durable and long lasting with end of life options that include repair, give back options or recycling.

• The brand provides easily accessible information on critical issues like materials and ingredient sourcing, fair labor practices, supply chain transparency and environmental impact.

• Keep an eye on packaging. Sustainable manufacturers are as focused on their packaging as their products. It is packaging that often contains harmful chemicals and gets left in landfills and in our oceans.

• Look for third-party certifications (Certified Organic, Fairtrade, Bluesign, etc) that provide independent verification of a product's sustainability credentials. Full list is below.

  
  

Red Flags

For every sustainable product, there are X number of frauds. Remember, sustainable gear is hot in the market, so unscrupulous manufacturers will do all they can to take advantage.

• Vague Claims: Beware of marketing jargon like "eco-friendly" or "natural" without specifics. These terms are unregulated and don't guarantee true sustainability. Even "Made in the USA" is an unregulated term and used creatively by some manufacturers.

• Unequal Emphasis: A brand might highlight one sustainable aspect (recycled materials) while neglecting others (waste or poor supply chain transparency). Look for a holistic approach to sustainability.

• Limited Transparency: If sustainable information is hard to find, it might be a red flag.

• Cheaply made: Despite some notions to the contrary, sustainable goods are made to last and perform at high levels.

• Missing Certifications: Their absence doesn't necessarily mean a product isn't sustainable, but their presence adds credibility.

  
  

Other Considerations

• Consider a company's philanthropic giving, but don't rely on it. Charitable contributions are indicators of a conscious company (a good thing), but not necessarily a sustainable company. Philanthropic giving can be misleading and is all-too-often used in green washing efforts.

• Remember that not all sustainable products are marketed as such. Don't just assume a brand's marketing department is riding the sustainability train. Many brands aren't fully aware of the sustainable nature of their own products, and some even avoid using sustainable terminology intentionally.

• Note that products from registered B-Corps are highly reputable as they must adhere to strict and rigorous sustainability practices. Here's a complete list of B-Corps making outdoor gear.

• Products made in the USA also often adhere to sustainability practices as they are required by law to follow fair labor practices, environmental regulations and other obligations required by state and federal laws. Notably, their environmental impact can be greatly mitigated as they aren't shipped and transported across the globe. Be warned, however, that Made in the USA is an unregulated term. As always, do your research.

  
  

Certifications to know

• B-Corp: Provides comprehensive information on a company's social and environmental performance.

• Bluesign: Recognizes responsible textile production with minimal environmental impact and a focus on worker safety.

• California Green Business: Recognizes businesses in California that demonstrate a commitment to environmental protection through various practices.

• Certified Organic: Ensures a product meets strict regulations for organic farming and production, typically free from synthetic pesticides and fertilizers.

• Climate Neutral Certified: Indicates a company has measured and offset its greenhouse gas emissions, aiming for net-zero climate impact.

• Fair Trade: Guarantees fair prices and working conditions for producers in developing countries.

• Fair Labor Association (FLA): Conducts independent verification of working conditions in factories throughout the supply chain.

• Global Organic Textile Standard (GOTS): Ensures organic fibers are used throughout the production process, meeting strict environmental and social criteria.

• OEKO-TEX Standard 100: Tests textiles for harmful substances, ensuring they are safe for human health.

• Recycled Claim Standard (RCS): Verifies the recycled content of a product, ensuring transparency in recycled material claims.

• Forest Stewardship Council (FSC): Promotes responsible forestry practices and ensures wood or paper products come from sustainably managed forests.

• Marine Stewardship Council (MSC): Certifies sustainable and well-managed fisheries that minimize environmental impact on marine ecosystems.

• Made in the USA: Labels a product as manufactured or assembled within the United States. Not regulated, however.

• Responsible Down Standard (RDS): Ensures the humane treatment of ducks and geese in down production.

• Responsible Wool Standard (RWS): Ensures wool comes from farms adhering to high welfare standards for sheep and responsible land management practices.

• WRAP Certified: Verifies a product meets specific standards for responsible production and resource management, reducing environmental and social impact.