Erik Joule, Levi's: How Responsible Business Can Build A More Profitable Brand

How can corporations change the world for the better? At PSFK CONFERENCE SAN FRANCISCO, Erik Jouleof Levi’s used a famous quote from the Greek philosopher, Socrates, ‘All I know is that I know nothing,’ as the foundation for the reformulation of the brand’s sustainability policy.

The increase in the transparency of business practices that is demanded by today’s informed consumer has created a need–but also an opportunity–for brands to use the greening of their product as a marketing tool that both the consumer and the corporation can feel good about.

Levi’s looked at their jeans from an innocent and experience-free point of view in order to reduce water usage, and from this effort, the company has saved 156 million liters of water. This success has caused the brand to reassess its entire manufacturing process including energy usage.

Important points Erik hit upon:

• A complete overhaul of manufacturing and design led to incredible water and energy savings
• Corporate social responsibility (CSR) is no longer a choice
• Profits and Principles can coexist in harmony, and actually help each other
• A holistic approach to CSR is required so costs aren’t passed on to producers and consumers
• Look at the world with fresh eyes and you will see things experience can’t teach you