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Guest Interview: AVEDA

Our fourth in the series of blog interviews with NativeEnergy’s Charter Supporters of the Greensburg Wind Farm is with Chuck Bennett, vice president, earth & community care, from Aveda, manufacturer of professional plant-based beauty products.

Aveda sprouted roots in 1978 with the goal of providing beauty industry professionals with high performance, botanically-based products that would be better for the people who use the products, as well as for the planet. According to their website, Aveda guides their business practices with the simple principle that “beauty is as beauty does.” Chuck explains how this guiding principle relates to the company’s carbon management strategy: “Empowered by our unique mission, Aveda believes that authentic beauty is one that works in harmony with the greater web of life. Authentic beauty cares for the environment which we inherited from elders and will leave to generations that follow us. Beauty also cares for the society in which we live, enhancing harmony in the way we live and interact with one another as human beings. Aveda’s carbon management strategy is a natural outcome of this commitment. It is one of the many ways we demonstrate care for the earth and its communities.”

I asked Chuck what drew him to work for Aveda. He noted that the company’s long-term and transparent commitment to environmental sustainability was a key factor in his decision, and in his own words, “Aveda’s ability to leverage this commitment and demonstrate to others its business and social values drives my promotion of the brand.” Transparency is clearly important to the company. Aside from public statements on their website against animal testing and explaining their Environmental Sustainability Policy, in 1989, Aveda was the first company to endorse and sign the Ceres (Coalition for Environmentally Responsible Economies) Principles, which require annual reporting against the ten-point code of corporate environmental conduct.

Aveda has worked with NativeEnergy since 2003, initially with the Air Control Hair Spray product, the industry’s first product to have a “net-zero impact on the Earth’s climate.”  According to Chuck, “Aveda realized early on that wind energy would increasingly play an important role in delivering long-term, clean renewable energy throughout the U.S. Wind energy is produced without air emissions like carbon dioxide and sulfur dioxide, uses no water, and requires no water treatment during production.”

So, why was it important to Aveda to support the Greensburg Wind Farm? “As the first beauty company to manufacture their products with 100% wind energy, Aveda believes it is important to support the town of Greensburg’s visionary commitment to rebuild as the greenest town in America,” Chuck explains. “The town is a role model for communities worldwide. This type of environmental leadership is something Aveda has taken seriously for 30-plus years, and the company is always excited when it can assist a fellow leader.”

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