Sustainability needs a rebrand.
The first thing that comes to mind when you say “sustainability” is unintentionally dissolving floppy paper straws, melting deodorant tubes, misleading “eco-friendly” labels, fear-mongering, and higher prices for worse-looking products.
Sustainability as an idea and in practice (not to mention its many, many meanings) can and should be something consumers genuinely want to do and be a part of. There are plenty of statistics about people wanting more eco-friendly brands, and I won’t bore you with those. But one of the problems that still dogs sustainability is how it actually looks. Right now, the visual language and design of it all do very little to help people feel inspired to make a difference.
