Genumark’s Director of Environmental and Social Impact, Reba Joy, tells us why sustainability is no longer a trend – it’s the norm.
Our sustainability journey at Genumark has really ramped up in the past few years, and becoming a Certified B Corp in 2023 was only the beginning. In January 2024, Reba Joy was named our new Director of Environmental and Social Impact – a role that will see them lead how we interact with and serve our industry and our community.
It’s a tall order but one that the talented and passionate community-builder Reba is ready for. We picked their brain about their new role, how they see the future of sustainability in our industry, and their favourite new products.
You recently became Genumark’s Director of Environmental and Social Impact. What are the issues you are most interested in tackling first?
We’ve worked on this over the years, but it’s time to get much deeper. Transparency requires constant work and attention since the industry is always evolving. “Greenwashing” happens when this work isn’t being done regularly, when the right questions aren’t being asked, and when we cannot get clear verification of the claims.
Our sales reps do their best to educate themselves and their clients, but the time needed for all the research isn’t something their role allows for. They must stay quick and responsive to clients, so getting deep into the research and regulations would make that part of their job and our clients’ experience suffer. That’s where my role comes in. I’ll be working on gathering updated information, certifications and goals from our core suppliers, as well as seeking out new suppliers that align with our values and focus on sustainability. That way, I can provide our sales team with my recommendations, verified options, and resources so that they can speak to the sustainability of products with transparency and confidence.
With this type of constant research, we can help our clients make better, more informed and research-backed choices about the products they’re buying. There’s still a lot of growth and improvement needed in the realm of sustainability, but where we need to start is transparency. We need to make sure clients are getting a picture with every order and understand what their products are contributing to. With that kind of transparency, we can find what products have a truly positive impact and where we need to continue to improve the type of merchandise we’re putting out in the world.
As we have seen over the past few years, branded merch made sustainably is no longer a ‘trend’; it’s become the norm. What does this say about the direction our industry is heading in?
Our industry will move beyond having a few “eco” products to check a box. Many suppliers are already putting in the work, changing sourcing practices, and pledging only to add new products if they include recycled or sustainable components. Others are working to remove harmful materials or substances from production, even when there isn’t legislation against it yet.
Even the change in terminology from “green and eco” to “sustainability” says a lot. Sustainability means more than a product made from recycled materials; it means meeting the needs of the present without compromising the ability of future generations to meet their own needs. This encompasses environmental, economic and social factors. With this definition, there is no end goal: sustainability is an ongoing process that must include all people involved in your business. It’s never done, and you should always be looking to improve.
What are some of the newest sustainably made products you have seen that you’ve really loved?
I’m very excited to see products with ‘Aware’ technology – this goes back to the goal of increasing transparency. Built into the actual fabric is a tracer technology that can show the full path of the material and ensure it’s made of genuine recycled materials from beginning to end without modification. I love that the pouches, totes or aprons have a QR tag that consumers can scan and see the full Product Passport.
I also love products that are thinking of the ‘end of life’ cycle – the question of what happens to the product once it has served its purpose and is no longer being used. A great example of that is the Ciklo pen, which is made from recycled and recyclable materials. The manufacturing of the pen does not have a clicker or spring mechanism to allow it to be fully recyclable and reduce the amount of waste involved.
Are there any brands you are excited to bring to Genumark clients that we haven’t had before?
I’m talking more with retail brands and marketplaces to develop strategies to bring their products into our offerings. There are so many incredible artisans out there that I think could really elevate our industry and provide unique ideas we haven’t quite seen before.
I’m also very excited about the brand Original Favorites. They make beautiful clothing, and every step of their manufacturing is focused on sustainability. They use Fair Trade Certified and windmill-powered facilities but also have one of the most robust certification stories I have seen (check them all out here). I wear my rose French Terry sweater or navy cotton t-shirt from them every week, often multiple times!
If someone wants to make their business more sustainable, what advice would you give them? It can often feel like an overwhelming task to take on!
My advice: don’t let perfection stop you from starting. Start smaller and look at your current habits that you can add to.
Do you want to increase your own awareness? Challenge yourself to learn one new thing every week about sustainability. Block some time to seek out an article, video, podcast or news on the subject. Or think about the tasks you already must do, then add one sustainability-focused aspect. For example, if you’re meeting with a vendor, challenge yourself to ask one question about the subject. If you’re working on a presentation, challenge yourself to add one product per category made from recycled materials.
Developing these smaller habits will help you gather new knowledge and tools and become more aware of the gaps and areas you need to improve. You can’t do it all at once, but you can start now.
Genumark is a B Corp. Can you explain what this means for our clients?
It means we are committed and accountable to using our business as a force for good and improving our triple bottom line: people, planet and profit. We passed a rigorous assessment that rated us in all business areas, including governance, workers, customers, environment and community. But that is the beginning because we must be reassessed every three years to re-certify. At that time, we cannot show up exactly like before. We must show we have improved.
I love that part about the certification the most; it’s not one-and-done. B Corp keeps us accountable for our growth and helps us diligently work towards our sustainability goals.
I’ve started to think of the B Corp certification like they’re a gym coach or workout accountability buddy, but for our business practices – they help us build a habit we know is good for us, but that can be difficult to maintain motivation levels because it’s such a large goal. With their help, we break the goal into smaller parts and develop consistent routines, and each week, we get a little bit stronger.
Finally, what is the one product you simply can’t live without right now?
My favourite product stays constant from year to year. It’s not the newest tech gadget or the latest drinkware craze: to me, nothing beats a comfy t-shirt with a beautiful design.
My partner laughs at how much I love shirts and how often I buy them. She knows that if I walk over to a merch table at a concert or local cafe, I will likely return with something. I am picky about what I buy, but if they connect me to a community, event or place important to me, I’m sold.
These five are all ones I personally bought, and they are important to me for different reasons. They connect me to communities that inspire me to work hard and get stronger, remind me of bookstores I wandered into on vacation or the goosebumps I felt on a beautiful trail and during an encore at a concert. They also help me express important messages and show support for communities that are unjustly under attack and scrutiny. Ones that need our support more than ever need visible reminders of it.
These shirts are way more than a piece of material to me. They help me express myself and celebrate all the different parts of me.
