What it Means to Be Sustainable with Maisa Mumtaz-Cassidy, Founder and CEO of Consciously

Do you know where the shirt you’re wearing came from? Not the brand, the actual fabric. Do you know who constructed the shirt? If you’re a brand owner, do you truly know the conditions of the workers who you are sourcing goods from? Are they being paid fair wages? Do they have a safe environment to work in? For far too long, these questions were left not just unanswered, they weren’t even being asked. But in today’s world, the consumer is more aware of and cares about all aspects of their products, and they are voting with their dollars to support the brands that are doing things the right way. The problem is, though, that it’s often hard to know for sure which brands are true to their word when they say things like they are “ethically-sourced,” “fair trade,” “vegan,” or any of the other buzzwords that they have identified. That’s where Maisa Mumtaz-Cassidy comes into the picture. Maisa is the Founder and CEO of Consciously, a curated marketplace made for sustainable fashion. On this episode of Up Next in Commerce, I talked to Maisa about how she built her marketplace, what she looks for when she invites a brand onto the platform, and she gave some tips to sustainably-minded consumers on what questions they should be asking of the brands they want to support. Enjoy this episode!

Main Takeaways:

• The Big Disconnect: The Western buyer is, unfortunately, not often clued into the working conditions of garment workers around the world. Many third-world countries are the source of the garments we wear every day, and the conditions there are too often unsustainable and unsafe. When consumers dig into where their brands source their goods, there is more of an opportunity to improve the conditions and therefore the lives of the people who do the work.
• Don’t Trust, Verify: As a brand or as a consumer, you should not simply take someone at their word. If the suppliers you work with say that they pay fair wages, make them prove it. Ask for pay stubs and go visit the factories or talk to the workers one-on-one to ensure they are being treated fairly. As a consumer, if a brand says they are ethically sourced, research what that means and ask them for proof. Request information about the products they offer and do your homework before you hand over money to a brand that is not operating in good conscience. And, by asking questions, you may bring to light issues that the brand didn’t even consider and thus contribute to finding solutions.
• Built to Serve: If you state that you are built to serve the customer, you have to actually follow through. Stay engaged as much as possible. Have human-to-human interactions. Run polls and ask questions across platforms, and respond when customers reach out. These are simple but often-forgotten steps many brands should be paying more attention to in order to ensure customer satisfaction remains high.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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For a full transcript of this interview, click here.