The past two years have changed the world immeasurably: no doubt there have been devastating impacts, but it has also accelerated some trends that were previously only starting to emerge.
Sustainability is one of them.
Despite - or perhaps because of - the pandemic, public awareness of climate issues has grown, and consequently so has interest in businesses and brands acting in a more ethical way.
According to a survey in June, millennials are most likely to consider sustainability issues while shopping. The survey conducted by PwC suggests more than 60% choose products with a traceable and transparent origin and buy from companies that are conscious and supportive of the environment.
This concern, says PwC, has grown by between ten to 20 percentage points compared to a survey conducted just a year before.
The 'Greta Effect'
Then there’s the ‘Greta Effect’ - now a quantifiable phenomenon.
The Norwegian teen has made headlines the world over with her impassioned speeches and no holds barred approach to public discourse, but now there is scientific research into Greta Thunberg’s inspirational effect on others.
Recent studies suggest those who are more familiar with Greta Thunberg have “higher intentions of taking collective actions to reduce global warming”.
And with the world’s eyes having been firmly glued to events in Glasgow as it hosted COP26, this growing awareness is not going away any time soon.
The historic summit was hailed by some as the “last chance to avert the worst impacts of climate change”. Only time will tell, however, if the action decided upon is enough for future generations.
But one thing is for sure, following the climate conference, the UK population is more keenly aware of environmental and climate issues than ever before, which is why sustainability is THE watchword for both consumers and brands alike this Christmas.
The great news for brands is that it’s been shown time and again that those who act in a more ethical way are rewarded by customer loyalty.
And the fantastic news for you, as a consumer, is that Christmas is a great time to embark on your sustainability journey.
Here at My Little Green Wardrobe, we’re starting our journey with organic and ethical baby and children’s clothing.
Environmentally-friendly clothing that treads more lightly on the planet and takes less of a toll on the people and communities that produce it.
Sustainable high quality kids clothing that will last throughout not just one season, but will end it ready to be passed on to a sibling or friend.
Invest in the changes you want to see in the world and start by buying gifts from ethical independent kids’ brands, like ours, this Christmas.