Our Pledge

Marieke Eyskoot's #sustainabilityagainstshame movement made my day. This is everything I wish I knew how to succinctly convey.


When I was building the idea behind 2°EAST, and trying to articulate what I wanted it to be, and to mean, I made a list.


I listed things like "we are real," "we are for everybody" and "we (try) to live with purpose". Then I researched other brands to see how they convey their messages, and learn how I could convey mine.


So. Many. Brands. were sending me a very different, and (I believe) outdated message. Their social media is full of imagery that could be considered inspirational, but realistically is unattainable for most of us.


A stream of beautiful people in beautiful places initially seemed positive - who doesn't love looking at pretty things? (I could spend all day browsing #indoorplantsdecor on instagram) BUT the underlying message of this kind of marketing hits in the subconscious and isn't one that leaves a happy glow.


The real world is hard to handle right now. I want a feed that makes me HAPPY, I want an online world where no one is surreptitiously telling us we aren't good enough in new and exciting ways. I want to see brands post positive messages that lift my day. I want to see people post empowered and empowering messages that make me excited for the world my daughter will grow up in.   


And I want to see more photos of indoor plants.   


So, here is our pledge.


We will aim to:

  • Not use shame as a means to sell our product(s) or approach audiences; this includes but is not limited to body (size, shape, colour, wrinkles/cellulite, sweat, body hair, hair colour, skin condition, ability, etc.), looks (outdated, not on-trend, not cool, not like everyone else or the celebs, not right for your body, not gender-conforming, too sexy/modest, too colourful/weird, etc.) and lifestyle (food, work-out regime, choice of entertainment, social media, religion, sexual orientation, gender identity, period products, sustainable alternatives etc.).
  • Be inclusive in our visual messaging, and portray persons of various sizes, skin colours/conditions, age, ability, background, orientations, etc. We also strive to be inclusive in our text-based messaging, by being aware of how our possible privilege(s) and cultural position shape our (unconscious) bias, what we do and don’t write about and our choice of words.
  • Not use design programmes (such as Photoshop) to enhance or change the look of the people in our messaging towards perceived ‘perfection’ – and if we do, we will be transparent about it in that same message.
  • Not just be inclusive in how we portray people, but extend that in a credible way to our entire company, and make sure to the best of our ability that persons of various backgrounds, ages, gender identities, sexual orientations and abilities are represented on all levels of decision-making.
  • No longer be part of a society and system that aims to structurally make people feel bad about themselves in order to get them to buy our products. We will actively strive for a new practice, where everyone is celebrated, included instead of excluded, and where (sustainable) products are offered that make people feel good about themselves, and they can buy when they actually need them.

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