To stay relevant in a world of limited resources and mounting concerns, brands cannot simply show up and sell more stuff.
“Sustainability doesn’t mean anything real to consumers. Too often, it brings to mind technical issues or seemingly insurmountable environmental challenges.” So, what can be done to change how consumers respond to the ‘S’ word?
Is there truth to the message that we can shop our way to a better world or are we simply trying to ease the pain?
"It's not that people don't care but they feel overwhelmed and confused. People are consuming to feel better and anxiety leads to a rebound effect which creates a further spike in consumption as people don't want to deal with the problems."
Recent BBMG report: How New Consumers Will Revolutionize Brands and Scale Sustainability.