In a marketplace defined by constant change and fleeting consumer attention, Canadian brands are facing a critical challenge in 2025: how do you stay relevant in a values-driven economy?
“The brands seeing real, sustained success are the ones that are building trust through transparency,” says Jacob Kettner, founder of First Rank, a top-ranked Winnipeg-based SEO and digital marketing company. “And rather than simply claiming to be sustainable, they’re actually showing the data, backing it up, and making that information accessible to customers in real time.”
With environmental urgency intensifying and consumers growing more skeptical of vague claims and greenwashing, the brands that are thriving in Canada today have found their edge not in flashy marketing—but in honest operations rooted in transparency and sustainability.
Here, Jacob shares insights into how three Canadian brands are setting the standard in 2025, and what they’re doing right to maintain good ethics and good business.
The 3 Canadian Brands That Are Leading the Shift
1. Tentree (Vancouver, BC)
Apparel brand Tentree has become synonymous with sustainable style in Canada. For every product purchased, the company plants ten trees—and they back up the promise with full traceability. Their digital “Impact Wallet” lets customers track exactly where their trees are planted and what ecosystems they’re helping to restore.
Transparency Practice Highlights:
- Interactive platform for customers to verify environmental contributions (trees planted, carbon offset).
- Public-facing sustainability scorecards updated annually, covering emissions, materials, and factory conditions.
Tentree’s ability to combine environmental transparency with stylish, affordable basics has helped it scale globally while staying deeply rooted in its Canadian values.
“Tentree has nailed the formula—make it easy, visual, and real,” says Jacob. “Their ‘Impact Wallet’ is a shining example of turning sustainability into a two-way relationship with the customer.”
2. Kotn (Toronto, ON)
Toronto-born clothing brand Kotn has become a standout in sustainable fashion by offering full supply chain visibility. Every product can be traced back to the exact Egyptian cotton farm it came from, with Kotn publishing detailed sourcing insights and ethical labor standards.
Transparency Practice Highlights:
- Full supply chain disclosures, with ethical certifications and partner audits made publicly available.
- Clear explanations of pricing structure to show fair wages and reinvestment into farming communities.
- Sustainable materials and packaging, including garments made from natural fibers plus recycled and recyclable packaging.
The result? Kotn has earned B Corp certification and also expanded internationally, with a customer base that trusts and champions their process as much as their product.
“Kotn is one of the few brands that’s made traceability available and also central to the customer journey,” says Jacob.
3. Goodee (Montreal, QC)
Goodee is a curated marketplace for ethically made home goods and lifestyle products. Founded by Montreal-based designers Byron and Dexter Peart, the platform evaluates every brand it carries based on a set of impact criteria—from fair trade practices to material sustainability.
Transparency Practice Highlights:
- Impact index for every product, showing certifications, community benefit, and carbon footprint.
- Supplier vetting process and transparent brand profiles detailing who made each item and under what conditions.
By making ethical consumption intuitive and elegant, Goodee is showing how luxury and responsibility can coexist and thrive.
“Goodee is proof that sustainability doesn’t have to sacrifice aesthetics,” says Jacob. “They’ve built transparency into a curated experience—so consumers can shop beautifully and consciously, without compromise.”
Jacob Kettner, the founder of First Rank, commented:
“Every brand wants to be seen as sustainable right now—but the quickest way to lose credibility is to make vague promises with nothing to back them up. Saying you ‘care about the planet’ without showing what that actually means? That’s the new way of saying nothing at all.
“One of the biggest mistakes brands make is over-polishing the message and under-delivering the proof. Consumers are smart. They know the difference between a marketing line and a measurable action. The brands that are thriving in 2025 are the ones that share their impact numbers, own up to the challenges, and bring their customers along for the ride.”
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