I read about a couple of fashion companies that, even though sustainability is part of their brand ethos, they don't use the actual "S" word in their communications. These brands seem to be reacting to the active greenwashing going on in corporate marketing departments. And to speak to the consumers whose values are aligned with the brands, the companies are turning to other words and phrases from the Earth-friendly lexicon to communicate the message: mindful production; social commerce; conscious consumers; progressive; viable.
Has the "S" word just become white noise? Another bandwagon that is an overhyped but empty experience? Are consumers suffering from eco-fatigue? Or have brands failed to educate consumers about why they should care and seek out companies committed to sustainable business practices? In the end, does mass consumerism trump mass-environmentalism? Are US consumers different than their counterparts in Europe? Latin America?
We will be sharing answers to a several of these questions in our upcoming webinar that showcases our most recent study (completed with the Rainforest Alliance). If your brand is tackling the challenge of increasing the connection consumers have with sustainability, join us by registering here with a click.
