Design, Climate, Action: Sustainable products’ branding must not show “nature is weak”
Design Week
NOVEMBER 19, 2021
There’s an odd tension at the heart of the sustainable market. According to one survey , while 65% of consumers say they want to buy sustainably-driven brands, only 26% actually do. This can partly be explained by the origins of sustainable product branding, according to Among Equals founder and strategy director Oliver Burch. The sector has been consistently communicated as “less than or not as good as” more traditional products, while people are used to the idea that it is
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