It is clear consumers are increasingly interested in ‘saving the planet’ and ‘doing the right thing’. Brands are responding to this appetite by reviewing their supply chain to find sustainable materials, improve production processes, and incorporating ethical standards. While these are all worthy changes, this does not change the fundamental model of having consumers purchase more goods and services. Regardless of how fair and sustainable and fair the supply chains become, producing more will invariably require more resources.
The changes to promote sustainability give consumers the impression they can keep their consumption habits and yet still ‘save the planet’ and ‘do the right thing’.