As seen on Bulbshare, Forbes, and more.
While 80% of consumers care about sustainability, they certainly have a lot of questions about it. The answers are vague. As Forbes asks, is it more sustainable to rent clothing (inclusive of cross-country shipping) or buy clothes and then recycle them? Which has a smaller carbon footprint: an electric car or a hybrid? It’s extremely hard not to be lost in all this. United Nations are running COP26 (Climate Change Conference) now, and Greta Thunberg says it’s a failure. Hey, guys, make up your mind! If you can’t agree on what is right, how can we?
Uncertain about themselves, people become even more skeptical about corporate initiatives. Consumers are lost in hundreds of green labels, sustainable criteria, and different approaches to calculating environmental footprint. On top of that, more and more greenwashing cases are revealed in media every month. There is a clear demand for brands to be 100% transparent about the processes and state the commitments loud and clear, without underestimating the consumer’s intelligence on the topic.