ELEMENTA: SLOW FASHION AND GREEN MARKETING THAT PROVES BAMBOO IS MORE THAN JUST PANDA SNACK

Abstract

Elementa, a Mexican company founded in 2017, stands out in sustainable fashion with its textile Bamboo Silk®. Its direct-to-consumer (DTC) marketing strategy promotes responsible production and consumption, aligning with SG9 and SDG 12. By communicating ethical and environmental values, Elementa fosters a young community committed to responsible fashion. This approach reduces environmental impact through innovation, transparency, and direct control over the value chain. Marketing has been key to educating and changing consumption habits, driving sustainability in the textile industry. This contributes to preserving natural resources, minimizing waste, and decreasing the ecological footprint, supporting the 2030 Agenda. In summary, Elementa exemplifies how marketing can be a fundamental driver to achieve SDG 12 and advance toward a circular and responsible economy.