An Interview With Monica Sanders
Listen. The answer is different for everyone. Climate justice isn’t one size fits all. You have to hear what people actually need, rather than push your agenda on them.
According to the University of Colorado, “Those who are most affected and have the fewest resources to adapt to climate change are also the least responsible for the greenhouse gas emissions — both globally and within the United States.” Promoting climate justice is an incredibly important environmental responsibility that is slowly becoming more and more recognized. In this interview series, we are talking to leaders who are helping to promote sustainability and climate justice. As part of this series, we had the pleasure of interviewing Rachel DeCavage, founder and creative director of eco-friendly clothing brand cinder + salt.
Rachel DeCavage is founder and creative director of cinder + salt, an eco friendly clothing brand, specializing in sustainable casual apparel for guys, ladies and kiddos. All of their original designs are silk-screened by hand in their zero-waste printshop, using reclaim inks & solar power. DeCavage is on a mission to spread eco-optimism, and she focuses much of her time, & company profits, on a variety of eco-initiatives to make sustainable living accessible to anyone who is interested.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?
I grew up in a small town in Connecticut, surrounded by family members who were very forward thinking, artistically inclined and entrepreneurial. My father had started a commercial screenprinting business the year I was born, and in many ways, I feel like I grew up at work. I have always been drawn to production, to making things by hand, working hard and being proud of what I do. I found my love for nature when I was 8, learned to print when I was 10 & by the time I was ready to start out on my own, there was no looking back.
Everyone has a cataclysmic moment or marker in their life which propels them to take certain actions, a “why”. What is your why?
I distinctly remember the first time I read The Lorax by Dr. Seuss when I was a child. I was enamored by that first page of Truffula Trees. I wanted to live there! Now, as an almost 40-year-old adult, I still get deeply upset about the last Truffula being cut down. It’s really hard for me to think about what industry does to our planet; to all the wondrous plants, animals and places Earth provides. At the end of the book the Onceler instructs the reader to take the last Truffula seed, feed it clean water and give it fresh air. I hold that task dear to my heart.
You are currently leading an organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change?
There are two key parts to shifting to a sustainable lifestyle. First, you have to care. Climate change is too huge and the problems it causes feel insurmountable. It’s very natural for people to disassociate and to be turned off by the negativity. At cinder + salt we try to reframe it. We say, “Look at this cute little koala! Isn’t it great? Sadly, it’s an endangered species; here’s what you can do to help.” We try to make that emotional connection to the plant, animal or place and then we provide actionable solutions for people.
Secondly, sustainable living is accessible to everyone. Our consumerist culture has created a narrative that you have to have money to be eco-friendly. But it’s literally the opposite. Living sustainably is all about using less, consuming less, buying less, throwing away less.
My goal is to engage people with nature & show them how easy it is to be a responsible steward of the Earth. And to do that in the most inclusive way possible.
Can you share the most interesting story that happened to you since you began leading your company or organization?
In the first couple years of owning my business, I was very focused on growth. I felt that in order to have the biggest impact, I had to have a wider reach. I was opening new locations, hiring lots of people, and you know, casually burning out. After a few years at breakneck speed, I did a 180 and decided to focus on what really mattered to ME; saving the planet & making stuff. I closed the additional locations, made some painful layoffs, and redefined how the entire business operates. We went zero waste, we started our clean waste recycling initiatives & we started hosting beach clean-ups every month. I cut my entire marketing budget & instead reinvested it in a new sustainable living category at the store. I went all in on the planet. Our sales doubled that year. I learned a really valuable lesson about putting your money (and time, energy & resources) where your values are. People take notice.
None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?
When I graduated from college, I worked at my Dad’s business for about four years. My background was in art (and screenprinting) and yet, he let me do everything. I mean, I had no business being general manager, or on the marketing team or managing finances and yet there I was. I had my hand in every aspect of the business because I wanted to learn as much as possible. I can’t underestimate the value of having a family business and the great privilege it afforded me as I started my own entrepreneurial journey. I wouldn’t be anywhere today if I hadn’t had the opportunity to learn all the things so early on.
Thank you for that. Let’s now move to the central part of our discussion. Let’s start with a basic definition of terms so that everyone is on the same page. What does climate justice mean to you? How do we operationalize it?
I believe that every living person, plant & animal has the right to firm ground to live on & off of, clean air, fresh water & sunlight. When industry & money get in the way of the basic necessities for life, we have a real problem. Climate justice is about ensuring that every living thing on this planet has what they need to survive.
Science is telling us that we have 7–10 years to make critical decisions about climate change. What are three things you or your organization are doing to help?
I remember science telling us we had 7–10 years for action, 10–15 years ago. The world is already seeing the effects of overconsumption. I find myself growing more depressed & cynical about it every day, which is why our most important charge is to create optimism around nature. We all have to feel that we still have a chance to course correct.
Secondly, we provide opportunities for activism at no cost. Whether it’s small lifestyle shifts, access to information, free tools for zero waste living or volunteer opportunities, we are here to make it easier to engage in climate justice.
Third, we put our money where our mouth is. We have always donated a huge percentage of our profits and resources to the planet. As 1% for the planet members we regularly donate funds to environmental causes, but we also fund a multitude of community programs locally. Our eco-initiatives are a huge expense for us but I will not compromise our values for our bank account. We also host dozens of clean-ups and community events all year, which take a ton of energy, labor and resources to provide. We are standing for our mission and we work hard to get our community to join us.
Are there three things the community, society, or politicians can do to help you in your mission?
I think we really need to work hard to change the narrative about environmentalism being a privilege. It’s one of the great lies of our culture that you need to be rich to not use plastic. Our society is founded on ‘having it all’ and by focusing on all the things we want to have, we never have enough. I don’t know how to change that…. but we have to.
Politicians can start putting the people & the planet ahead of their careers. If you want to be in public service, serve the public, not your resume.
Communities can demand change. I’ve found that our city government has been incredibly receptive to new programs when I approach them with ideas. I believe that most people want to help and to better their communities, but they’re not communicating. Having more conversations and leaving doors open is key. Once I met the folks at City Hall, it’s been very easy to collaborate with them. Open dialog is all it takes.
How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?
At cinder + salt, our profit comes from efficiency, resourcefulness and standing our ground. Our company procedures & employee training are centered around using our time as effectively as possible. In terms of supplies, we use what we have instead of buying new. We don’t negotiate our prices because they are based on the value of our team members, their time and their skills.
When customers see what we’re doing, that we don’t waver on our values and that we actually do what we say we do, they shop with us. They know their money is staying in their community, supporting our team, and protecting the planet. And that’s how we stay profitable.
Our profit is derived by being eco-friendly, or by using less. Our utility bills are extremely low because we create our own energy with our solar panels. We don’t buy office supplies because we do as much work as possible digitally. Our equipment is 50+ year old machinery that was made to last and we take really good care of it. We don’t keep surplus inventory on hand; we only make what we need and we explain to our customers that the lead time is a bit longer because everything is made to order. When you use less and only use quality materials, your product, profits and process all come out ahead.
This is the signature question we ask in most of our interviews. What are your “5 things I wish someone told me when I first started promoting sustainability and climate justice” and why?
1 . Read the room. One time I offered to take the recyclables home since my hosts’ “recycling bin was full.” I didn’t realize that what they were actually saying was, “We’re not washing these trays. They’re going in the trash.” I made enemies that day; my now husband almost left me because everyone at that party felt I was being very judgmental. I thought I was being helpful. It’s important to meet people where they are with sustainability and know how to approach each scenario for success.
2 . Listen. The answer is different for everyone. Climate justice isn’t one size fits all. You have to hear what people actually need, rather than push your agenda on them.
3 . Know your strengths. I have sat on multiple nonprofit boards over the years because I am active in my community and I make things happen. I get asked to join boards every couple of years and I never want to say no. But every time I commit, I am so unhappy. I don’t want to sit in meetings and strategize; I want to go out and do the things, provide the tools, make the change. I’m not interested in building up my resume; I’m interested in saving the planet. We need people doing all the things, so it’s really important to know how you can be most effective.
4 . Small Steps. Global change takes small actions, multiplied by millions. You can’t do it yourself; you have to ask others to join you, and you have to make it as easy as possible.
5 . Find your focus. I often get lost in the void. Too much to do, too many problems to solve. I try to plow through the work and I just feel exhausted & defeated. I recently felt like I was really losing my mind; I couldn’t keep a single thought straight in my head; I was just totally overdoing it on every end. I went outside and laid in the wet grass for ten minutes before work. I felt a thousand times better that day. Sometimes you really need to reconnect, for me I literally had to lay on the Earth and feel the grass, dirt and bugs all around me. I often have to remind myself of why I’m doing what I do, or I lose my bearings.
Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. 🙂
Well of course Yvon Chouinard from Patagonia, obviously.
But also Jack & Kim Johnson. They use their celebrity to create change, to start eco-forward businesses & develop nonprofits. I’m always so impressed at Jack Johnson concerts, and how they bring environmentalism to the fans with compost bins and reusable cups. Every venue, every performer, should be doing that.
How can our readers continue to follow your work online?
Follow us on Instagram and Facebook @cinderandsalt. You can also join our mailing list at cinderandsalt.com to learn about our new products, eco initiatives, eco retreats and upcoming events.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
About the Interviewer: Monica Sanders JD, LL.M, is the founder of “The Undivide Project”, an organization dedicated to creating climate resilience in underserved communities using good tech and the power of the Internet. She holds faculty roles at the Georgetown University Law Center and the Tulane University Disaster Resilience Leadership Academy. Professor Sanders also serves on several UN agency working groups. As an attorney, Monica has held senior roles in all three branches of government, private industry, and nonprofits. In her previous life, she was a journalist for seven years and the recipient of several awards, including an Emmy. Now the New Orleans native spends her time in solidarity with and championing change for those on the frontlines of climate change and digital divestment. Learn more about how to join her at: www.theundivideproject.org.
How Rachel DeCavage Of cinder + salt Is Helping to Promote Sustainability and Climate Justice was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.