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Vegan media industry veterans Jackie Lutze and Jill Ettinger, have come together to launch Ethos. The media and e-commerce platform is the first to address the issues of climate change and promote sustainability through a luxury lens.
Jackie Lutze and Jill Ettinger met while they were working together at the media company, LIVEKINDLY, acquired by the alternative meat company, The LIVEKINDLY Collective, in 2020.
They bonded over their love for the planet, and in an effort to bring sustainability into mainstream living, they decided to launch the digital media and e-commerce company, Ethos.
In a statement, global editorial director and co-CEO of Ethos, Ettinger said: “When we met, we realized we had more in common than just the first letter of our first names. We all had such a passion for sustainability. We also valued high-quality products and experiences. But no one was talking about this in a meaningful way.”
We all had such a passion for sustainability. We also valued high-quality products and experiences. But no one was talking about this in a meaningful way.Jill Ettinger, global editorial director and co-CEO of Ethos
The company went live this week with its digital platform that focuses on sustainable living across verticals in fashion, travel, wellness, and tech, among others. In addition, it is dedicated to highlighting the issue of climate change and encourage conversations to address the same. The platform has also partnered with the Conspirituality Podcast team to explore the myths and conspiracy theories that permeate wellness culture.
In the coming months, the company will launch its e-commerce site, which promises to be unlike current commerce models.
“Our market research has identified a significant opportunity,” said Ettinger. “The luxury travel, auto, fashion, and wellness markets are worth nearly US$7 trillion combined. This is where the shift toward sustainability needs to happen. And it is; we’re seeing so many brands come to us with great stories to tell.”
Ethos has teamed up with the digital teams at WE Creative and Riviera 4 Media to develop its platforms, spearheaded by Ethos’ Creative Director and co-CEO, Lutze. “The story of sustainability is very much a visual one. People want to be inspired and we really felt like the platform needed to reflect this visually.”
Lead image courtesy of Ethos.