Saying vs Doing Sutainability

Saying vs Doing Sutainability. With convenience and price already trumping purchase decisions, the gap between what people say and what people do when it comes to sustainability will be larger this year than in the past. For brands investing in sustainable initiatives, their claims must be more credible than ever to have an impact on purchases. In order to gain people’s trust, empower and inform to help them make small changes themselves, especially because this helps dispel the idea that environmentally positive behavior is only for the wealthy. Second, acknowledge imperfections and promote net improvements. Third, demonstrate that caring is cool.