Why People Are Losing Interest In Sustainability (And How Intentional Brands Can Change That) [Forbes]
Allbirds, Inc. (BIRD)
Company Research
Source: Forbes
There's no single right way to be sustainable, and it's time to invite everyone into the conversation regardless of their lifestyle or choices. David Attenborough said in a 2019 interview with Greta Thunberg that her activism lit a spark among youth that sustainability advocates had been trying to light for decades. He was right. She got people to pay attention, to think about the future and to ask themselves: What kind of world will we leave behind? But here we are now, just a few short years later, and it seems some of that excitement has dwindled. I've been watching it unfold in real-time in the industry of sustainable care products, and I believe there are a few concrete reasons why the excitement failed to materialize. I also believe there is one thing the sustainability movement needs now more than ever: a shift in the meaning and messaging of sustainable brands. Somewhere along the way, the conversation got stuck in a cycle of judgment with certain behaviors seen as the gol
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