There has never been a better time than 2020 for both people and brands to reflect on their social and environmental impact.
The truth is, amidst the ever-present backdrop of COVID-19, we've been faced (again) with fires raging across the west, heatwaves reaching record-breaking numbers (117F in Los Angeles just a few weeks ago), and the realities of climate change staring at us square in the face.
We are in a moment of deep societal reflection on all fronts. We know collective change doesn’t just happen on a large scale: it comes from the accumulating efforts of many who are focused on a similar goal. And amidst a worldwide pandemic, mass unemployment, national uprisings, and historic climate events, brands are asking,—just like we are asking ourselves—“what can we do?”
At Foria, we wholeheartedly believe that no one can be “well” until we all are. This includes the wellbeing of our communities and our planet. In these chaotic and stressful times, intimacy and wellness are more important than ever, and yet, the so-called “wellness space” is often perceived as elitist and for valid reasons. Price plays a vital role in what people have access to, and high-quality organic ingredients are costly. Natural products with ethical sourcing aren’t cheap to manufacture, and the necessity of making a profit means that the prices stamped by companies don’t fit the average person’s budget.
This is where building meaningful partnerships is key. Any brand knows that your supply affects every part of your business, and when you find a good partner, it can have a real impact.
One partnership that has profoundly changed our business is our relationship with Hudson Hemp, a gorgeous USDA certified and regenerative farm in Hudson Valley, New York. Historically, our commitment to clean, organic, and sustainable products has meant that our prices could represent a barrier-to-entry for many. Quality is of the highest importance to us and to our community, especially owing to the intimate nature of our formulas.
Our partnership with Hudson Hemp has allowed us to offer our customers the highest-quality formulas at a significantly reduced cost. CBD is usually one of our most expensive ingredients, and it’s in all of our formulas. Since our hemp is now grown, processed, extracted, and bottled on the same site, we’ve eliminated many extra steps that added costs. And by consolidating our supply chain, with less need for shipping, we’ve even reduced our carbon footprint. Streamlining our supply chain has not only allowed us to pass the cost-saving benefits onto our community, but it has also allowed us to improve our quality while taking another step towards realizing our sustainability goals.
In a perfect world, single-use packaging would be a thing of the past. And though we are not there yet, we are making strides in being as environmentally responsible with our packaging as possible. Last year, we made a decision to ditch the conventional luxury aesthetic traditionally-beloved by the beauty and wellness industries. Why? Because when we did an audit on our packaging in partnership with an environmental firm, we learned that the bottles and boxes processed with white paint, gold foil, and soft-touch coating, were not as sustainable or recyclable as they could have been. Sure, they were pretty, but they actually drove up costs. And since we’ve simplified to 100% recyclable amber bottles and removed all coating from boxes, we were able to reduce our packaging budget.
These may seem like small details, but cumulatively, these are the types of steps that brands and companies can prioritize to collectively make an impact. We know we are small, but we also know small is mighty. In the same way that microorganisms are the heart of soil health, we also know that setting a standard for ourselves can help set standards for our industry. And hopefully, those standards will ripple effect and extends outwards in endless ways.
Not feeling like you are big enough as a brand to have a meaningful impact in your community? Here are some of our favorite ways you can show up, no matter your size.
Put your community first.
Whether you are making a product or selling a workshop, try to put yourself in the shoes of the people you are serving. Is what you are offering truly making an impact? If not, how can you bring something to market that creates real value for your people? If you don’t know how to answer this question, start asking your community questions or paying attention to the needs of other audiences similar to yours. Most likely, people will be asking for what they need or looking for a solution to an issue that someone has yet to solve.
This white space is a great opportunity for innovation.
Consider the environment in all that you do.
Our founder once said that he wants to put Mother Earth on our board, and it’s true: in all we do, we are conscious of the impact on the environment. You can be just as mindful by looking at the ways you ship, how you package your products, the ingredients you use, and the services you offer. Keeping the Earth’s well-being at the forefront of your mind will not only make an impact in your industry, but it will make a statement to your customers that you aren’t solely focused on profit.
Always look for ways you can do better.
When it comes to environmental and social responsibility, the work is never done. We may strive to be the best, but we know the landscape is constantly changing, and we will need to grow with those changes. Staying open to the opportunities that come your way—the ones that define how you show up—pays off in the long run.
Sometimes these opportunities show themselves as investments that need to be made up-front (like packaging). Other times, they are investments in staff and training that pay off in the long run (like investing in up-leveling your company culture). No matter what—even if you can’t do it right away for financial reasons or time restraints—keep these goals as your North Star to guide the decisions you make as you grow.
Keep your commitments.
During the nationwide protests in June, we saw a lot of brands come forward, admit where they can do better, and promise that they are going to show up. These kinds of commitments shouldn’t just happen in the moment, they should be an ongoing part of a brand’s identity.
If you checked in on those brands now, I guarantee the ones who are staying a part of the conversations and making the changes they committed to are the ones whose audiences have doubled down on their love for the brand. And that’s because people shop and seek out businesses whose values are aligned with theirs and who stand for more than just their products.
Find a cause you are passionate about.
You may not think you have the funds to support or align with a cause as a small business, but guess what? There are many ways to support organizations and causes that don’t have to cost you anything. Educating on the topic, interviewing people who are leading the work, sharing that information with your email audience, speaking to it on your social media, and giving visibility to fundraisers are just some of the potential ways in which you can support causes. If you find an organization that you love, reach out to them, ask them what their needs are, and see if you can come up with creative ways to support them.
“We know we are small, but we also know small is mighty.”
—Kiana Reeves, Chief Education Officer of Foria
About the Author: Kiana Reeves started her career in birth work as a full spectrum doula, working with mothers and families during birth, postpartum, abortion, and miscarriage. The more she studied, the more she realized that, as a society, we need more education around female pleasure, intimacy, and sexual wellness from a holistic perspective. This realization sparked her passion to understand the connection between wellness, sexuality, birth, intimacy, and the many cycles of change women experience during their lifespan.
Her commitment to promoting open dialogue ultimately led her to become a voice for Foria as Chief Education Officer. With a commitment to teaching people to be more connected to their own sexual experiences and their bodies, Kiana harnesses her certifications and qualifications to help drive Foria’s product development and educational content. Her focus is to bring products like Awaken Arousal Oil and Basics CBD Suppositories, which help to enhance pleasure, relieve pain, and support optimal wellbeing for individuals with vulvas—to the forefront of the sexual wellness dialogue.
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