Sustainability Playbook

I led research on how brands can better communicate their environmentally-conscious value proposition to young consumers.

The study explored the tension in how more and more young people say they care about the environment, yet engaging them on sustainability specifically is challenging, because:

• Sustainability is complicated, and is leading to variations on how it’s defined by both brands and consumers.

• Sustainability is a contradiction, with many brands and products not truly sustainable, leading to trust issues with consumers.

• Sustainability is lacking substance, with aesthetic often driving purchase decisions more than the actual environmental benefits.

The research looked at data and cultural reference points like Noah, Patagonia, Nicole McLaughlin, Greta Thunberg, and The Daily Show to understand how to better engage young people about sustainability.

For more information, email me and visit Complex Collective.