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“Nothing we do is sustainable”, and why that sentence matters
The statement 'Nothing we do is sustainable' highlights the ongoing challenges brands face in genuinely achieving sustainability. For brand strategy, this underscores the importance of transparency and authenticity in communicating sustainability efforts, as consumers increasingly demand accountability from brands like Patagonia.
Medium: To preface: I started writing this in December, just to add my voice to the choir, when I saw Patagonia's (Work in) Progress Report… Continue reading on Medium »
The article addresses a critical issue in brand strategy regarding sustainability, which is highly relevant and impactful for brands, especially in light of consumer expectations, though the concept of transparency in sustainability is not entirely new.