Let’s Celebrate the Sustainable
The media has a tendency to reward bad behaviour with attention. And as much as we are aware that this is bad press what actually tends to happen to these businesses is the opposite of what was intended. Because the saying “no press is bad press” is actually true.
At the end of the day, all the cameras are pointing in the direction of the unsustainable brands, making them rise to the top of consumers’ mind. This, in turn, rather than reduce sales, makes them go up.
What I’d like to do is to celebrate sustainable businesses instead. I urge journalists to research and reward responsible brands that embrace sustainability and adopt circular economy principles in their everyday business practices.
Let’s celebrate the pioneers, the brave – let’s point the limelight at responsible, ethical, and sustainable brands. The true fighters of a better future for all
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