“There is a very small percentage of people and companies that hold enough wealth and power to make impactful, immediate change,” says Sam Romero, co-founder of ethical apparel brand Selva Negra. Yet, the planet’s fate is often delegated to the individual, downloaded onto the consumer.
Sustainability entered mainstream purview long ago, and the average person is reasonably aware of the effects of irresponsible consumption. But impact is intangible on an individual level—and the result is a disconnect between intention and follow-through.
Sustainable brands succeed when they can tell their story in a meaningful way for their customers.
It is the responsibility of brands, says author Toby Usnik, “to meet that individual where they are.” Businesses—even the small ones—are looked to as leaders in the communities they serve. How do you, as a brand, use your influence to affect change while also meeting your business goals?
Ahead, industry experts weigh in to help investigate the incongruity between intention and action. You can also learn ways in which brands can act as role models with sustainable business practices—and turn good-intentioned browsers into buyers.