Making Conscious Choices: Aligning Your Purchases with Your Values
In an era increasingly defined by environmental awareness and social responsibility, consumers are empowered to make purchasing decisions that reflect their core values. Every transaction represents an opportunity to support companies committed to sustainability, waste reduction, social equity, and a holistic approach to business that prioritizes the well-being of the planet and its inhabitants. The simple act of researching the companies you patronize before making a purchase can transform your buying habits into a powerful force for positive change. Look for brands that demonstrably prioritize environmental protection and actively contribute to a healthier, more sustainable world.
One company leading the charge in sustainable practices is Toms of Maine. Beyond its widely recognized line of natural oral and personal care products, including toothpaste, mouthwash, soaps, and deodorant, Toms of Maine is a vocal advocate for environmental stewardship. The company’s philosophy centers around the belief that a thriving planet is crucial for everyone.
"A thriving planet is essential for everyone," emphasizes Cristiane Martini, Vice President and General Manager of Toms of Maine and North America Sustainability. "That’s why we’ve committed to responsible ingredient sourcing, reducing waste, and alternative packaging options. Every choice we make considers the long-term health of the environment."
Toms of Maine’s commitment translates into concrete actions aimed at minimizing environmental impact. The company is actively pursuing a range of initiatives, including:
Reducing Emissions and Waste:
Recognizing the urgency of climate action, Toms of Maine has set an ambitious goal of achieving net-zero greenhouse gas emissions by 2040. Significant strides have already been made, including procuring 100% renewable electricity for their Sanford Manufacturing Plant. Furthermore, the company’s dedication to waste reduction has been recognized with TRUE® certification for zero waste at its Sanford plant in 2024. This certification signifies that at least 90% of the plant’s solid, non-hazardous waste is diverted from landfills, incineration, and the environment.
Plastic Circularity:
Toms of Maine is actively challenging the linear model of plastic consumption by embracing circularity. Through innovative design and strategic partnerships, the company is working to ensure that plastic is reused and recycled rather than ending up in landfills. A prime example of this commitment is the redesign of their deodorant packaging. Instead of relying on virgin plastic, Toms of Maine now utilizes barrels made from 100% recycled material.
Beyond deodorant, Toms of Maine is actively working to reduce waste and improve the recyclability of its personal care products. In 2019, the company introduced the first-of-its-kind recyclable toothpaste tube, a significant step towards keeping tubes out of landfills and giving them a second life. To further enhance recycling efforts, Toms of Maine has joined forces with Repurpose Global and The Recycling Partnership to expand access to recycling in communities lacking the necessary infrastructure.
"We’re working toward a more circular future where the plastic we put into the market is recycled," explains Michelle Waring, Steward for Sustainability and Everyday Good at Toms of Maine. "And we hope our actions will challenge others in the industry to advance their sustainability goals too."
Ambitious Sustainability Goals:
Toms of Maine’s commitment to sustainability is not limited to individual initiatives. The company has established a comprehensive set of environmental goals designed to drive significant change:
-
By 2025: Toms of Maine aims to create alternative solutions in each product category that lead to plastic reductions. Furthermore, they are committed to supporting recycling collection efforts that result in the recycling of an equivalent amount of plastic that they put into the market.
-
By 2030: The company plans to use 100% sustainably sourced material, including recycled content, certified sustainable fiber, or biobased plastic.
-
By 2040: Toms of Maine is committed to achieving net-zero GHG emissions.
"We believe everyday actions create a positive impact for people and the planet," says Waring. "That’s why we continue striving toward these sustainability goals and thoughtfully design all our products to be natural and effective."
The Significance of B Corp Certification:
When seeking environmentally responsible brands, one important factor to consider is B Corp certification. This prestigious designation, which Toms of Maine has held since 2019, signifies that a company meets rigorous standards of social and environmental performance, public transparency, and legal accountability. To achieve B Corp certification, a company undergoes a comprehensive review of its social and environmental impact, demonstrating a commitment to balancing profit with purpose.
"This certification reinforces our commitment to making business decisions that benefit everyone – from our consumers and employees to the communities we serve and the planet we all share," explains Rob Robinson, Director of Brand Impact at Toms of Maine.
Empowering Consumers to Make a Difference:
Ultimately, creating a more sustainable world requires collective action. Consumers play a crucial role by making informed choices and supporting companies that align with their values. Choosing products with recyclable packaging and prioritizing brands committed to environmental stewardship can have a significant impact. By consciously shopping from companies that prioritize the planet, you can help drive positive change.
Toms of Maine’s dedication extends beyond its environmental initiatives. The company reinvests 10% of its annual profits into nonprofit organizations dedicated to community betterment. One such program, "Get into Nature," is a partnership with the National Recreation Foundation (NRF) that aims to create more equitable access to outdoor recreation and foster deeper connections with nature across the United States. To date, the program has supported over 80 local organizations, and the next cohort for the "Get into Nature" program will be announced in April 2025.
With Toms of Maine, every purchase contributes to actively supporting organizations working towards a healthier planet.
By making informed and intentional purchasing decisions, consumers can become active participants in creating a more sustainable and equitable future. Brands like Toms of Maine demonstrate that business can be a force for good, offering products that are both effective and environmentally responsible. Through their commitment to sustainability, Toms of Maine empowers consumers to align their values with their purchases and contribute to a healthier planet. Consumers are encouraged to learn more about Toms of Maine’s efforts by visiting the Toms of Maine Goodness Report, or TomsOfMaine.com.
