Sustainability vs Revenue
Sustainability vs Revenue: 5 Game-Changing Lessons from Refash’s Founder
The global demand for sustainability is growing, but for businesses, it raises a challenging question - can you truly promote conscious consumption while still being profitable? Find out how Refash, the largest upcycling platform and a dedicated hub for a strong community of action-driven changemakers, has managed to balance purpose with business and financial objectives. In this exclusive, Refash founder Akanksha Kaila Akashi shares five practical lessons on how businesses can navigate this delicate balance.
Brand Narrative: The Sustainable Voice
- In leading an upcycling platform with the intention to change sustainability from a concept into a movement, how does it translate into a vision inspiring action for zero waste, proving that purpose and profit can coexist, creating an unforgettable sustainable brand identity?
- Our focus is to build a strong, authentic brand rooted in transparency, storytelling, and community that deepens customer loyalty by making each purchase an investment in a sustainable future. Our goal is to make every purchase into a meaningful contribution to a more sustainable world, empowering customers to be part of a larger movement.
At the heart of our mission is the 3 P model - also known as the triple bottom line - where People, Planet, and Profits go hand in hand. This holistic vision drives everything we do, ensuring a positive impact on communities and the environment while maintaining profitability. By aligning our values with our actions, we foster a loyal customer base and create a brand that represents more than just products—it’s a purpose-driven movement toward sustainability.
Promoting Mindful Living, Not Just Products
- How is Refash designed as a mindful consumption business model to encourage conscious buying, moving customers away from making purchases and building a narrative from overconsumption to investing in long-term purpose?
- At Refash, we’re not just selling products—we’re inviting you to make mindful choices that matter. Every item has a story—about the artisans who crafted it, the sustainable practices behind it, and the positive impact your purchase creates. We want you to feel connected to the process, knowing that every choice supports fair wages, ethical production, and responsible sourcing, leading to a bigger purpose. Our goal is to move away from throwaway culture and encourage intentional buying, so you can invest in well-made pieces that last and feel good about the difference you’re making.
The Transparency: Building Trust
- Over the years, what challenges have arisen in sustaining a conscious upcycling platform and convincing consumers to prioritise quality over quantity, while framing the efforts as part of a larger purpose where revenue streams eventually emerge as a natural byproduct?
- One of the key challenges is helping customers understand that upcycled products take longer to deliver because they are made to order, often requiring several weeks instead of a few days. Another challenge is setting the right expectations—each item is unique. While the design and colours may be similar, no two pieces are exactly alike. This uniqueness, inherent to upcycling, can be a shift for customers used to uniform, mass-produced goods.
Although a growing number of conscious consumers appreciate these qualities, the challenge lies in communicating the value of a slower, more thoughtful brand lifecycle. As awareness of sustainability and craftsmanship continues to grow, customers are beginning to prioritize these qualities over instant gratification.
Communicating the Impact
- As an upcycling platform that inspires consumers who want to be part of the solution, how are you able to communicate this to the audience, and do you see an evolving change in consumers and their purchasing decisions towards eco-friendly brands?
- We use storytelling, transparency, and purpose-driven messaging to share our values. We highlight the journey of each piece—from discarded materials to finished products—showing how upcycling conserves resources and reduces waste. We also feature the stories of our customers who make conscious choices, whether by buying upcycled pieces, swapping clothes, or slowing down their consumption. These actions all contribute to a more sustainable future.
Millennials and Gen Z are increasingly prioritizing eco-friendly brands that align with their values. They want to make a positive impact and are often willing to invest more in products that reflect their choices and commitment to sustainability. As awareness grows, so does the demand for sustainable and upcycled goods, fueled by a desire for authenticity and a stronger connection to the brands they support.
Diversifying Communication
- Apart from the website interactions, what other strategies does Refash make use to diversify communication, like through workshops or strategic partnerships? For instance, hosting upcycling-related community-driven activities that deepens customer engagement with the brand’s mission.
- We host a variety of community-driven activities designed to engage people and promote sustainability. Our upcycling workshops teach practical skills, such as repurposing plastic bags into wearable accessories, while documentary screenings spark conversations about waste re-utilization and reducing natural resource consumption.
Our swap and thrift events encourage sustainable consumption and bring the community together, and our pop-ups offer customers hands-on experiences with upcycled products. These initiatives not only educate but also build an emotional connection with our brand, creating a shared space where sustainability is experienced and celebrated.
Our commitment to sustainability goes far beyond our products. We’re building a movement for conscious consumption, empowering communities, and celebrating the art of upcycling. Through meaningful engagement and partnerships, we aim to inspire and connect with individuals who share our vision for a more sustainable, purpose-driven future. Join us at @refash, share your ideas, and become part of a solution-driven community. Together, let’s make every step count—one mindful choice at a time.
