A Sustainable Future: Reflections from Our Threads Creatives Webinar

On November 14, 2024, I had the absolute pleasure of hosting a webinar alongside the brilliant Beth Durent, Founder of Beth Durent Circularity. Together, we shared insights, strategies, and actionable steps to help brands embrace sustainability. It was an incredible experience connecting with so many of you and discussing how we can create a positive impact in the fashion and consumer goods industries.

As someone who has spent over 20 years helping product- and service-based businesses grow, I’ve seen first-hand how much the landscape has shifted. Sustainability is no longer just a buzzword; it’s an essential part of how we move forward. Beth and I wanted to break it all down into manageable steps that brands can take to make meaningful changes.

Here’s a recap of what we covered for those who couldn’t join us (and a refresher for those who did!).

The Reality of Sustainability

We kicked things off by addressing the elephant in the room: the undeniable impact that fashion and consumer goods have on the planet. From CO2 emissions to water pollution and waste, the stakes couldn’t be higher. But here’s the thing—it’s not all doom and gloom. Change is possible, and it starts with awareness and action.

Beth shared some eye-opening facts about how much of a product’s environmental impact comes from the raw materials we use. Did you know it can be up to two-thirds? That’s why choosing renewable, regenerative, or recycled fibres isn’t just a nice-to-have; it’s a game-changer.

Designing for a Better Tomorrow

For me, one of the most exciting parts of the webinar was talking about product design. Did you know that 80% of a product’s footprint is determined at the design stage? That’s huge! It means we have so much power as creators and strategists to make better choices:

• Reducing waste

• Choosing quality over quantity

• Ensuring products are functional, durable, and repairable

It’s all about creating something that lasts—not just for the sake of sustainability but for building stronger, more loyal customer relationships.

After-Selling and Circularity

Beth introduced the idea of "simple circularity," and it really resonated with so many of you. From repair and refurbishment services to resale schemes and clear disposal guidelines, there are so many ways we can extend the life of our products while building trust with customers.

It’s not just about what happens when we sell a product; it’s about what happens after.

Navigating the Legal Landscape

We also touched on the upcoming sustainability regulations that will impact businesses globally, including the EU’s 2026 regulations and the New York Fashion Sustainability Act. Staying ahead of these changes isn’t just smart—it’s essential.

Communicating Sustainability Without Greenwashing

One of the most common questions we get is: “How do I talk about sustainability without it sounding fake?” The answer is simple: transparency.

Be clear about where you are in your sustainability journey, and don’t be afraid to admit that you’re still working on it. Customers value honesty, and building that trust is worth more than trying to overpromise.

What’s Next?

If you’re feeling inspired but unsure where to start, that’s where we come in. At Threads Creatives, we specialise in creating bespoke strategies tailored to your brand’s unique needs. Whether it’s refining your sustainability messaging or helping you reimagine your product design, we’re here to help.

• Book a free discovery call to see how we can support your goals.

• Follow us on Instagram @threadscreatives for tips and updates.

• Sign up for our newsletter to stay connected!

Final Thoughts

This webinar was a reminder of why I started Threads Creatives—to support brands in creating meaningful, lasting change. Thank you to everyone who joined us live and asked such thoughtful questions. And a special thank you to Beth for sharing your incredible expertise.

Sustainability isn’t just an option; it’s the future of how we work, create, and grow. Let’s make it happen—together.

If you’d like to explore what this could look like for your brand, I’d love to hear from you. Just send me an email at Michelle@threadscreatives.com.

Let’s keep the conversation going!