[MShow] Sustainability

(Q&A with European experts on subject )

Are consumers sensitive to environmental issues in making brand choices?

Yes. 37% consumers feel guilty about their existing purchase choices. 80% affected by company environmental factors. Consumers are forced to make choices that do not make them happy Good opportunity for brands to provide more responsible projects.

What is the state of crisis?

We need to start now. We have 20 years to make a difference, but we need to start urgently.

What roles can brands play in helping environmental issues?

Brands affect consumer choices in 2 ways: by product design and via communications

What return on investment to going green?

The green sector is growing faster than rest, and it will continue to accelerate. If you are not thinking green, you had better watch out.

How are companies approaching sustainability issues?

The need for speed. Serious players want to work from the core. NGOs will attack greenwashing next year. (Greenwashing is the process by which companies pretend to be environmentally aware, but in reality are not.)

Does your company support sustainability? Does it plays role in sales?

We are very far from point where people are looking for organic apparel. Consumers today motivated by what they ingest. But in 2-3 yrs, organic input will be important in decisions re clothing purchases.

What is best way for brands to communicate sustainability improvements?

Consumers are tired of being told one thing, and discovering another thing down the line. Communication needs to be transparent, and easy to understand. Consumers will accept company that is not perfect, but not one that is not transparent. Consumer must be able to have dialogue with the brand.