“Consumers everywhere are being put off by greenwashing. If we want to be recognized for our social and environmental responsibility, the background, the product and the communication message have to be right. Transparency is key here, and we need to be one step ahead for a clear commitment. At Picture, we discuss project challenges and how we can make progress. In terms of clear communication, we are sometimes a benchmark for transparency in the B2B OutDoor market.
We also often hear criticism about sourcing from distant countries, although certain business models do not allow for manufacturing in France. For example, we have wholesale distribution and are sold in several countries, which requires a cascade in terms of margins. We sell very little via D2C. Our sustainable price-performance ratio is based on our international business model, localized sourcing and local production, physical durability and use/maintenance of our items.
In addition, we should only compare what is comparable: according to our Scope 3 carbon footprint, only 1.5 percent of our model’s CO2 emissions are transportation-related. What also counts are the social aspects. For this reason, we joined forces with the Fair Wear Foundation at a very early stage. The work behind the scenes in advance is crucial here: above all, we try to observe the same values everywhere globally in order to avoid and regulate overproduction.”
