Sustainability has become a buzzword. From the war on plastic and saving the turtles to hashtags used by corporations, there isn’t a day that passes where it doesn’t come up in conversation, the news, or on social media. It’s a word that, for many in our global communities, evokes compassion for future generations, consideration for the impact we have on the environment, but also scepticism over brands’ glib messaging which is so often not backed up with tangible action.
The importance of this issue is not one that was dulled or deprioritised by the arrival of a global pandemic, but the opposite. With people turning to nature to escape the four walls of their house during lockdown, and stories of wildlife making a comeback in our absence, sustainability has been thrust into the limelight by Covid. From growing their own food to using reusable masks, 76% of our sample have thought more about sustainability since the pandemic. And with recent news of the gas leak in the Gulf of Mexico which has been dubbed ‘the eye of fire’, the conversation is hotting up even more.
So, how should brands respond to this increasing demand for sustainable action post-Covid when consumers are trained to spot inauthenticity and apathy? Here’s what our community had to say…
Unlock the sustainability secrets now…
