It’s no secret that environmental consciousness is big business for brands at the moment. In the wake of a wider shift in public opinion, helped in part by the impact of recent documentaries like David Attenborough’s Blue Planet II, companies have also been striving towards a greener consumer culture. Or at least, they appear to have been.
The green movement has arguably reached a tipping point over the last 12 months. Hardly a day goes past without another story hitting the headlines about McDonalds banning plastic straws, or Pret A Manger launching a water bottle cash-back scheme. While brands finally acknowledging the havoc being wreaked on our planet can only be seen as a good thing, whether their concern is genuine or just a half-baked publicity stunt is another question altogether, argues Patagonia’s Alex Weller.