Is New Balance a Sustainable Brand?

New Balance, a global athletic footwear and apparel company, has been making significant strides towards sustainability in recent years. While the brand has not yet achieved full sustainability, it has implemented various initiatives and set ambitious goals to reduce its environmental impact.

This article will explore New Balance’s sustainability efforts, examining their progress, challenges, and future commitments.

New Balance’s Sustainability Journey

New Balance has been building a foundation of sustainable practices through its Responsible Leadership program for several years. The company has recently announced a range of strategic alliances and initiatives designed to support its climate goals and create a healthier planet.

Key Sustainability Initiatives

1. Renewable Energy: New Balance aims to use 100% renewable electricity across its global operations by 2025.
2. Greenhouse Gas Emissions: The company plans to reduce its greenhouse gas emissions by 30% by 2030.
3. Zero Waste: New Balance targets sending zero waste to landfills from its footwear factories by 2025.
4. Sustainable Materials: The brand aims to source 50% recycled polyester and 100% preferred leather by 2025.
5. Circularity: New Balance is launching an apparel repair pilot to address post-consumer waste and establish greater levels of circularity.

Environmental Impact and Progress

New Balance has made significant progress in various areas of sustainability:

Materials and Production

• As of 2022, New Balance utilized 91% preferred leather and 64% preferred cotton in their manufacturing.
• The company aims to use 100% preferred leather and cotton by 2025.
• 44% of the polyester used in 2022 was preferred polyester materials, with a target of 50% by 2025.

Carbon Footprint Reduction

New Balance has implemented 35 climate change initiatives as of 2020, resulting in a reduction of annual carbon dioxide emissions by about 8,300 metric tons.

Renewable Energy

The company is working closely with the GIZ Energy Support Program (ESP) to improve energy efficiency within their supply chain and develop rooftop solar energy projects.

Product Sustainability

New Balance has introduced the Green Leaf Standard, which identifies products made with at least 50% environmentally preferred materials. As of 2022, approximately 19% of footwear from new styles and more than 60% of apparel met this standard.

Challenges and Criticisms

Despite its progress, New Balance faces several challenges and criticisms:

1. Animal Welfare: The company still uses kangaroo leather in some of its shoes, which has been criticized by animal welfare advocates.
2. Greenwashing Accusations: Zero Waste France filed a case against New Balance for “deceptive marketing practices,” claiming the company makes only “facade commitments” regarding environmental policies.
3. Limited Vegan Options: New Balance offers very few vegan shoe products, which is a concern for consumers seeking animal-free alternatives.
4. Political Donations: The company has been criticized for its political donations, which may not align with its sustainability goals.

Future Commitments and Goals

New Balance has set several ambitious targets for the coming years:

1. Achieve net-zero carbon emissions by 2050.
2. Use 100% renewable electricity across domestic and global operations by 2025.
3. Slash greenhouse gas emissions by 50% by 2030.
4. Implement water reduction initiatives in its supply chain.
5. Ensure that 100% of women in its footwear factories benefit from education and basic skills training by 2025.

Comparative Analysis

To better understand New Balance’s sustainability efforts, let’s compare the company’s progress with its goals:

This table demonstrates that New Balance is making significant progress towards its 2025 sustainability goals, particularly in the use of preferred leather and cotton.

Industry Collaboration and Partnerships

New Balance recognizes the importance of collaboration in achieving its sustainability goals. The company has formed several strategic alliances:

• UN Fashion Industry Charter for Climate Action: New Balance is a signatory, committing to reduce greenhouse gas emissions.
• The Renewal Workshop: A partnership to pilot an apparel repair program and conduct training workshops for designers on repairability and garment recycling.
• 1% for the Planet: New Balance donates 1% of MSRP from all Fresh Foam Hierro v6 sneakers sold in the U.S. to benefit organizations working on climate change and protecting public lands.
• Leather Working Group (LWG): As a member, New Balance works to make conditions in tanneries and dying practices more transparent and sustainable.

Consumer Impact and Engagement

New Balance is actively engaging consumers in its sustainability efforts:

• Green Leaf Icon: This icon helps consumers identify products made with environmentally preferred materials.
• Product Care Instructions: The company is adding more at-home care instructions to its website to help consumers maintain their shoes and extend their lifespan.
• Limited Edition Sustainable Products: New Balance has released products like the “Made Responsibly 998” sneaker, made from leftover materials to reduce waste.

Expert Opinions and Third-Party Assessments

Several organizations have assessed New Balance’s sustainability efforts:

• The Good Shopping Guide: Rates New Balance as “It’s a Start” for its environmental reporting and sustainability goals.
• Good On You: Rates New Balance as “It’s a Start” overall, noting progress in using lower-impact materials but also highlighting areas for improvement.
• Carbon Disclosure Project (CDP): New Balance submitted its climate change plans to CDP for the first time in 2021, demonstrating a commitment to transparency.

Takeaway

While New Balance has made significant strides towards sustainability, it’s not yet considered a fully sustainable brand. The company has implemented various initiatives and set ambitious goals, demonstrating a commitment to reducing its environmental impact. However, there are still areas where improvement is needed, such as addressing animal welfare concerns and expanding vegan options.

New Balance’s efforts in renewable energy, waste reduction, and sustainable materials are commendable. The company’s transparency in reporting progress and setting clear targets is also a positive sign. However, accusations of greenwashing and concerns about political donations highlight the need for continued scrutiny and improvement.

As consumers become increasingly environmentally conscious, New Balance’s ongoing commitment to sustainability will likely play a crucial role in its future success. The company’s progress should be monitored closely in the coming years to assess whether it can meet its ambitious 2025 and 2030 targets.