Bob Dylan understood the sustainability challenge long ago when he sang, “People seldom do what they believe in / They do what is convenient, then repent” in “Brownsville Girl.”
For sustainability to become mainstream, we need to reframe the debate — in terms of both language and relevant benefits. I believe mass-market and well-loved brands are best placed to drive and accomplish this critical shift.
So do we just need to leverage brands to make people care about the environment?