Marketing Update
November 2025 Marketing Update
Ethical Clothing Australia has delivered a strong year of marketing activity, all designed to make sure Australians connect your businesses with ethical and locally made clothing.
Across our key priorities – visibility, advocacy, scalability and viability – we increased recognition of the Ethical Clothing Australia trade mark, showcased accredited businesses, and celebrated our 25th anniversary.
Campaign highlights
- Ethically Made in Australia Pop-Up (Jun 2025)
825 people attended and 14 accredited businesses were showcased, supported by a campaign that generated over 223,000 impressions. Online activity reached 7,072 followers organically and we tracked 119 clicks through to accredited businesses. - Mother’s Day (Apr–May 2025)
A multi-channel push reinforced “buy ethical, support local” discovery and tested new creative approaches ahead of the end-of-year season. - See the ‘e’ (always-on)
Our creative refresh is driving increased recognition of the Ethical Clothing Australia trade mark across social media, outdoor advertising, public relations and partner activity, highlighting the value of supporting local, ethical brands and businesses and worker protections.
Ethical Clothing Australia Week
Ethical Clothing Australia Week 2025 marked a milestone year – our 25 year anniversary. The week of events launched in Melbourne on October 2nd, and our guest speaker was The Honourable Colin Brooks MP Minister. On the following night, we launched our exhibition Behind the Seams at the Immigration Museum, with an event titled Voices Behind the Seams, that shone a light on the people behind the industry. This exhibition extended beyond its initial run by two weeks.
After our events in Melbourne, our team travelled to Adelaide for an opportunity to connect with businesses in South Australia. This was followed by an event, Ethical Manufacturing Matters: Human Rights, in Sydney featuring a panel of industry leaders including The Hon. Dr Sarah Kaine. We then rounded out the week with our event Made By Queensland, which looked at the strengths, capabilities, and ongoing developments within Queensland’s TCF industry.
These events, and the accredited business events during Ethical Clothing Australia Week were supported by a national campaign to increase recognition of the Ethical Clothing Australia trade mark and drive consumers to accredited businesses. Read more about our events and see the photos here.
Looking ahead
As we continue through Q2, we are working on procurement-focused content to support accredited businesses in tendering, a new Holiday Gift Guide campaign to highlight our consumer-facing accredited businesses and brands, and ongoing storytelling across social and digital channels that champions TCF workers and advocates for local manufacturing.
May 2025 Marketing Update
Going forward, we’ll be providing marketing updates quarterly, with the next edition arriving in the July newsletter. Many businesses have told us they want greater visibility into how we’re growing Ethical Clothing Australia’s presence and promoting accredited businesses. These updates are designed to keep you informed about our work to boost brand awareness, engage consumers around the trade mark, promote local brands and manufacturers, and strengthen support for locally made products.
For those I haven’t met yet, I’m Lei-Lani Terrell, Ethical Clothing Australia’s Operations Manager (pictured at right). A key part of my role is ensuring we deliver on our strategic plan, looking after the Ethical Clothing Australia team, and building greater customer awareness about our mission and our accredited businesses.
What We’ve Been Working On
From the start of March to 30th April, we have been running multiple digital campaigns across the Meta network (Facebook and Instagram), other social media, and Google Ads:
- Back to School campaign — Instagram and Facebook boosted posts
- Ethical Fashion Awareness campaign — nationwide, via Meta
- Local Manufacturing Awareness campaign — nationwide, via Meta
- Mother’s Day Gift Guide — nationwide, via Meta
- Buy Ethical, Support Local campaign — state-by-state focus, starting with Queensland, via Meta
- I Made Your Clothes campaign — April to May, via social media
- Google AdWords campaign — ongoing through our Google Grant
Campaign Highlights
Back to School Campaign (Quarterly)
This campaign highlights the breadth of Australian manufacturing, particularly for school and university-related apparel. It targets parents preparing for the school year and features accredited businesses producing student and teacher uniforms, university merchandise, and sports uniforms.
- January: Focused on student uniforms.
- April: Highlighted Australian manufacturing and locally made education-related garments.
- 322 visits to the ‘Are Your School Uniforms Ethical?’ article on our website.
Ethical Fashion and Local Manufacturing Campaign
A consumer-facing campaign to build awareness around Ethical Clothing Australia accreditation and the trade mark, promoting accredited businesses as a trusted alternative to bluewashing.
Objective: To drive consumer awareness and engagement with ethical brands and manufacturers accredited by Ethical Clothing Australia.
March B2C Awareness Campaign (National):
- Reached 87,425 unique users
- Strongest engagement from the 18–24 age group (20,832 accounts reached)
April B2C Awareness Campaign:
- Reached 60,779 users with 62,585 total views
- Continued high engagement from the 18–24 age group (12,512 accounts reached)
Mother’s Day Gift Guide
Following the success of our Holiday Gift Guide, we launched a Mother’s Day Gift Guide campaign. This cross-platform initiative includes:
- Ads running on PBS FM radio
- Street posters in Melbourne and Brisbane
- Paid advertising across the Meta network
- Peppermint marketplace showcase
- An Ad in the Saturday Paper and on the Saturday Paper website
- Ongoing promotion through owned channels (social media and EDMs)
Buy Ethical, Support Local — State by State
We are running targeted campaigns to promote accredited businesses by state, starting with Queensland.
- Call-to-action (CTA): “Buy Ethical, Support Local”
- Queensland ad sets have reached 33,308 users since mid-April
- Focus on driving traffic to the Ethical Clothing Australia website for ethical brand and manufacturer searches
I Made Your Clothes Campaign
Aligned with Fashion Revolution Week, this annual initiative spotlights the workers behind accredited products. Through social media storytelling, we share authentic images and messages from garment workers and manufacturers.
Support local
Ethical Clothing Australia acknowledges the Traditional Custodians of Country throughout the lands now known as Australia and recognise and celebrate their connections to land, sea and community. We pay our respect to Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander Peoples today.We are a place free from discrimination, where diversity is celebrated and everyone belongs. We are committed to creating a safe and welcoming space for all.