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Consumers Are Ready for Full Sustainability, Brands Aren’t

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 Credit: Photo by Onnie A 

Sustainability advancements are generally welcomed by shoppers, so why aren’t more companies changing to capitalize?

Words like “sustainable,” “green” and “eco” — even leafy packaging or other marketing materials — tend to draw the eyes of consumers bombarded daily with advertising messages. Secondhand shopping and fashion sharing, frequently marketed as a form of eco-consumerism, have gone mainstream, especially with the younger set.

“Companies should be striving to do the ‘right thing,’ whether their customers care or not,” Rissanen said. “At the same time, those of us who care should pressure the companies whose practices are damaging. We know enough to make the changes — these things are no longer optional.”

Read the full article here.

By Kali Hays for WWD.

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