No one can deny that sustainability is imperative, but the way it's positioned is broken. The concept needs a rebrand if we are going to create genuine, lasting and impactful action.
A report by J. Walter Thompson (now Wunderman Thompson) found that 92% of consumers were trying to live more sustainably yet we are not moving the dial.
Over half of consumers believe they could be doing more, but our consumption is increasing. If food waste were a country it would be the 3rd largest contributor to CO2 emissions; we're consuming 400% more fashion items than decades ago and our plastic pollution will double by 2030. We need to change our behaviour on mass and fast.
While government intervention and policy will be absolutely crucial to this worldwide issue, it's important to consider the consumer demand for sustainable practices. It's time to think about how we position sustainability to connect with the general population and incite change.
Real the full article on AdNews here.