Sustainability or Authenticity

Here we are in 2020 with the opportunity to reset, to re-think, rebuild and re-formulate our strategies for the future.

One of the issues at the top of the agenda for both businesses and individuals continues to be sustainability.

In order to feel relevant, brands are quick to attach phrases, such as ‘sustainable’, ‘carbon-neutral’, ‘ethical’ or ‘eco-friendly’, to pretty much anything, making them somewhat ubiquitous. It therefore becomes difficult to determine exactly what they mean. The word ‘sustainable’ is not a regulated term in the way that ‘organic’ is in food terms so it’s hard to know what ‘sustainable fashion’, for example, actually is. The problem is that such terms are often used to simply capture the prevailing mood and sell more products, which ironically is not a sustainable or eco-friendly strategy. A further problem is that these terms can mean different things to different people.