Sustainability may be the big trend for the year, but brands should rather focus on the journey to being green rather than being entirely green - which is almost impossible - said Jonathan Katz, managing director of the Earthchild Clothing Group.
Katz said sustainability will become more important in the coming years.
He said businesses must:
- Be accountable: Know precisely where products and derivatives of products come from.
- Be honest: "Consumers want to know the brands they support are doing their best to be environmentally friendly."
- Make it a journey. "Take the energy-saving light bulb. The lower energy consumption is great, but they contain small amounts of poisonous mercury. It is about choosing the best alternative."
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