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Mastering Sustainable Branding in Interior Design

Marketing, Research

In recent years, the appeal of trendy marble coffee tables, plush sofas, and finely designed lamps has captivated us all. While the interior design industry often embodies craftsmanship, it also has a less glamorous side: its environmental impact. This reality has pushed terms like circularity, recyclability, and sustainability to the forefront of the interior design industry. At the same time, the industry’s emphasis on aesthetic appeal, which is deeply inherent in its marketing and branding, raises the challenge of seamlessly integrating sustainability values without compromising its visual allure. So, what does it truly mean for a brand to embrace sustainability in interior design? And how can companies strike a balance between captivating aesthetics and embedding circularity and recyclability as foundational elements of their brands?

To explore these questions, VOCAST has spoken to Mater, a Copenhagen-native interior brand founded in 2006, pioneering green-tech interior design with sustainability and circularity at its core.

Meet Trine Mark Egeberg

Trine Mark Egeberg joined Mater in 2021 as Head of Marketing, PR, and Sustainability. With a background in brand building, marketing activation, and product management, Trine shared unique insights into how Mater successfully integrates sustainability into its aesthetic-driven branding and communication strategies.

 

From Trends to Necessities: Circularity and Recyclability in Interiors

Circularity and recyclability have become hot topics in the interior design industry, as conservation and saving the environment from further damage have become pressing issues. At the same time, consumers continue to seek out designs that enhance their living spaces and well-being, following ever-changing trends. This high demand has forced the industry to rethink its production processes, driving innovation that prioritizes sustainability while maintaining impeccable style and appeal. For Mater, sustainability has always been at the core of its philosophy. Trine explains:

“When we started working with sustainability in 2006, most people actually thought sustainability was a passing trend—it wasn’t, and today it’s more important than ever.”

Trine emphasizes that Mater’s commitment to sustainability has been part of the brand’s DNA since 2006, evolving with each collection to the point where the brand now exclusively launches new products made from recycled materials or designed with other sustainable practices. According to Trine, the “simplicity” and “tangibility” of Mater’s sustainable messaging— is a crucial factor in countering rising issues of greenwashing in the industry.

“Our learning has definitely been to keep the sustainable messaging very simple. Sometimes you forget that we’re working with it every day, but for others, it can be quite complex.”

Trine further advises brands to focus their sustainability messaging on actions with significant impact, as this increases credibility and resonance with consumers:

“Don’t focus on things that have a small impact. A truly sustainable message should focus on the significant aspects that create real impact, rather than getting lost in smaller details like packaging or minor components of the product.”

When Aesthetics Speak Sustainability

As sustainability becomes an essential component of interior design branding, Trine indicates the importance of maintaining aesthetic integrity. For Mater, sustainability is central, but it must never compromise the brand’s visual appeal:

“You should never compromise on aesthetics. A product will never be sustainable if the design, quality, and aesthetics aren’t on point.”

Just like the fashion industry, interior design is strongly dependent on its aesthetic appeal. Trine argues that sustainability should complement, not overshadow, a brand’s visual identity:

“This industry is all about aesthetics, and you will never be able to compete if what you offer isn’t visually compelling.”

The Potential of Imagery

Mater’s digital showroom plays an essential role in their sustainable branding efforts. By offering a detailed view of each product’s features, the showroom goes beyond aesthetics, showcasing the production journey and materials behind every design. This approach ensures that the visual appeal of a product is not the sole focus but is complemented by its sustainability story.

What sets Mater apart is their ability to let imagery communicate profoundly, as the brand’s digital showroom and curated images effectively communicate sustainability without relying on explicitly written messaging. This demonstrates the brand’s expertise in leveraging content to convey values in a refined, yet impactful manner. Mater also takes an innovative approach to blending sustainability with aesthetics.

The fact that their products are crafted from waste is seamlessly integrated into their branding through compelling imagery, consistently featured across their digital showroom, website, social media platforms, and sustainability reports. This approach reinforces the brand’s sustainability messaging while maintaining its refined aesthetic identity.

Striking the Balance: Aligning Innovation with Aesthetics

When asked for advice on balancing sustainability with brand aesthetics, Trine acknowledges the growing number of brands positioning themselves as sustainable. However, she stresses that sustainability should only be central to branding if it is genuinely impactful.

Trine’s guiding principle is to keep sustainability messaging simple, clear, and relevant to the consumer:

“When you make an effort, you naturally want to communicate it. But you should always ask if it’s truly relevant to the consumer, and most importantly, make it simple and clear.”

Meet the Green Interior Influencers across markets

Our research team has gathered some of the most inspiring contacts from each market. Take a look below:

Denmark

Fie is a content creator and photographer, deeply passionate about DIY projects and the charm of rustic interiors. Her beautifully curated feed offers a glimpse into her idyllic countryside lifestyle, capturing the essence of each season with warmth and authenticity.

Sweden

Malin Persson is an inspiring creator who shares content focused on styling, sustainable living, interiors, and the art of “feel-good” living. As a beloved personality on the Swedish garden show Trädgårdstider, she has cultivated a dedicated following. Malin’s content beautifully demonstrates that chic decor and fashion can go hand in hand with sustainability.

 

Norway

Anette and Susanne Bastviken are sisters and the duo behind the sustainably focused Instagram account and concept Radical Broccoli. Their aim is to share eco-friendly tips and products with the world through vivid storytelling. Together, hey have written a best-selling book – Jordnært (“close to earth”) and co-founded a conscious flip-flops brand named Sleepers.

Finland

Mia, the creator of Villa Lehikko, shares insights on Scandinavian minimalism, sustainability, and gardening. She collaborates with brands like Anno Collection and Woodio, reflecting her content’s focus on quality, ecology, and nature-inspired designs.

 

Germany

Marián is an architect and designer based in Berlin. Her passion for interior design radiates through her Instagram and TikTok accounts, where she shares her flea market finds and DIY projects, bringing her creativity to the digital space. Additionally, she has launched a secondary account, @studiosnormaal, dedicated to interior design, sourcing, and styling.

The Netherlands

Belgium

Anne-Catherine is a content creator, entrepreneur, and passionate home interior designer. She runs CloClo, a blog where she shares expert tips and creative ideas for styling beautiful living spaces. In addition, she owns a furniture store featuring curated pieces that blend timeless design with modern trends, helping customers create homes that are both stylish and welcoming.

France

Hélène is an interior designer and content creator with a nature-inspired style. She blends earthy tones, natural elements, and rustic furniture to create warm, serene spaces that reflect her passion for organic and timeless design.

Italy

Marinella, is an accomplished Italian architect and interior designer based in Rome, channels her passion for art, design, and sustainable fashion into captivating content creation. She is the visionary founder and director of I Love Green Inspiration, a magazine dedicated to celebrating creativity and eco-conscious living.

The UK

What started as a small YouTube channel, has now grown into a go-to source for all things vegan, cottage core, and sustainable lifestyle. Madeleine Olivia created the platform to inspire others to live a more sustainable, ethical, and waste-conscious life with the message of loving themselves while loving the planet.

The US

Julia is the writer and photographer behind Simply Living Well, a book and blog dedicated to creating a natural, low-waste home. With a background in biology and conservation, she brings a thoughtful, intentional approach to sustainable living. She lives with her family in a restored farmhouse on Chicago’s North Shore, where she shares with her audience her home interior, cooking, gardening, and crafting her way to a simpler, more sustainable life.

Image Credit: Mater

Ema is the Media & Market Researcher at VOCAST. She grew up in Brussels and previously worked with fashion PR. She has a Master’s degree in International Development and Business and has a strong interest in sustainable and ethical practices within the fashion industry.

 

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