Do first, say second
Trends and consumers are pushing brands to create sustainable business models, aiming for a zero carbon footprint.
It is more than proven that the throwaway culture cannot be sustained and brands cannot look the other way: they must take firm steps towards product innovations that make the best use of resources.
In this sense, a few days ago we saw the launch of the first refillable deodorant. A brave commitment to sustainability that moves away from small initiatives and greenwashing gestures, and sets out to restructure its business with the planet in mind.
Because building a truly sustainable brand involves absolutely every aspect of the business (materials, transport, employees, suppliers, etc.) and this implies a great economic and logistical effort, as well as a great effort in terms of communication. Because if we do not communicate the new processes transparently, consumers will not be able to assess the brand’s real commitment.