How Earthletica Uses Impact Widgets to Showcase Transparency and Drive Sustainable Choices

Introduction

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Earthletica, co-founded by Olympic champion Bronte Campbell, fitness expert Libby Babet, and intellectual property lawyer Chris Raleigh, is a brand built on the principles of transparency, innovation, and measurable impact. As pioneers in the sustainable activewear space, Earthletica has set out to prove that high-performance design can coexist with eco-conscious practices. With Green Story as their partner, they’ve turned their sustainability commitments into actionable, transparent results for their customers.

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The Challenge: Proving Sustainability in a Competitive Market

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Activewear is notorious for its environmental impact. With 85% of clothing ending up in landfills or being burned and the majority of activewear made from virgin plastics, consumers are increasingly questioning the true sustainability of the brands they choose. Earthletica’s founders, driven by their shared passion for fitness and the planet, wanted to build a brand that aligned with their values: mindful design, transparency, and impact-first thinking.

However, the activewear industry is crowded, and claims of sustainability often lack validation. Earthletica needed a way to bridge the gap between their mission and consumer trust, ensuring that their eco-conscious practices were both visible and credible. They faced three major hurdles:

1. Consumer Trust: Proving their commitment to sustainability with data-driven transparency.

2. Market Education: Communicating the environmental impact of their products in a way that resonates with eco-conscious buyers.

3. Seamless Integration: Embedding this information into the shopping experience without disrupting the flow.

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The Solution: Seamless Impact Transparency with Green Story

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To address these challenges, Earthletica partnered with Green Story, a leading platform for sustainability data and transparency. Through Green Story’s Marketing Toolkit, Earthletica integrated impact widgets into their product description pages (PDPs). These widgets provide real-time, third-party verified data, showcasing the environmental savings of each product.

The widgets are strategically embedded in the buyer’s journey, allowing customers to see the impact of their choices in a natural, intuitive way. From emissions avoided to water saved, the data is accessible and easy to understand. This not only builds trust but also helps customers feel more connected to their purchases.

Libby Babet, Co-Founder and Product Lead at Earthletica, emphasizes:

"Our customers deserve more than promises—they deserve proof. Green Story helps us communicate our values with clarity, showing exactly how their choices contribute to a more sustainable future."

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Tangible Impact: Turning Data into Stories

With Green Story’s widgets, Earthletica can showcase the measurable impact of their products in a way that resonates with customers.

Overall Impact Across All Earthletica Products:

• 16,326 PET bottles recycled.

• 12,195 km of driving emissions avoided.

• 643,815 hours of bulb energy saved.

• 95,188 days of drinking water conserved.

This holistic impact is then broken down at the product level, offering customers precise insights into their individual contributions.

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The Bronte Jacket: A World-First in Sustainable Innovation

Named after co-founder Bronte Campbell, a triple Olympic gold medalist for Australia in the 4x100m freestyle relay, the Bronte Jacket is a flagship product that combines high-performance design with groundbreaking environmental innovation. Crafted from 100% recycled nylon and featuring a PFAS free, bio-based plant-based Bio-Alloy Shield for weatherproofing, the Bronte Jacket represents a world-first in sustainable activewear, embodying the same excellence and resilience Bronte displayed in her historic victories.

Impact of the Bronte Jacket:

• Emissions Avoided: 3.3 kg CO2e (equivalent to 12.8 km of driving).

• Waste Diverted: 180 grams.

• Energy Conserved: 6.2 kWh (619.9 hours of bulb energy).

• Water Saved: 15 liters (7.9 days of drinking water).

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Bronte Campbell, Co-Founder and Co-CEO, reflects:

"For us, sustainability isn’t about saying the right things—it’s about showing real results. Green Story allows us to highlight the true impact of products like the Bronte Jacket, giving our customers confidence in their choices."

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The Moonlit Magic Onesie: Style Meets Sustainability

Designed with Earthletica’s signature Body Sculpt recycled fabric, the Moonlit Magic Onesie delivers on performance, style, and sustainability. Perfect for everything from high-intensity workouts to casual athleisure, this piece embodies Earthletica’s commitment to creating products that are as eco-friendly as they are functional.

Impact of the Moonlit Magic Onesie:

• Emissions Avoided: 4.6 kg CO2e (equivalent to 17.6 km of driving).

• Waste Diverted: 247.5 grams.

• Energy Conserved: 8.5 kWh (852.4 hours of bulb energy).

• Water Saved: 20.6 liters (10.8 days of drinking water).

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Chris Raleigh, Co-Founder and Co-CEO, shares:

"With Green Story, we’re able to give our customers a clear view of the impact their choices make. It’s a powerful tool for transparency and trust—values that are central to Earthletica."

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Results: Empowering Informed Choices

The partnership between Earthletica and Green Story has helped the brand achieve three critical outcomes:

1. Transparency: Customers now have access to detailed, verified sustainability data, reinforcing Earthletica’s credibility.

2. Customer Trust: By embedding impact widgets in the buyer’s journey, Earthletica has created a seamless, engaging shopping experience that resonates with eco-conscious consumers.

3. Brand Differentiation: In a competitive market, Earthletica stands out as a brand committed to measurable impact, backed by data.

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Libby Babet concludes:

"Green Story helps us tell our story in a way that’s authentic and data-backed. It’s not just about selling products—it’s about creating a community that values transparency and action. Together, we’re showing the world what sustainable activewear can look like."

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Moving Forward: Sustainability as a Standard

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Earthletica’s journey with Green Story exemplifies how brands can elevate their sustainability initiatives by focusing on transparency and measurable outcomes. By embedding impact data into the shopping experience, they’ve not only built trust but also inspired a growing community of eco-conscious shoppers.

As Earthletica continues to innovate and expand, their partnership with Green Story remains a cornerstone of their commitment to raising the bar in activewear—one verified impact at a time.

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