Sustainability as we know it today, is a bubble, an old-school marketing operation better defined by the name greenwashing.
The same marketers made us believe in the existence of 100% organic food products. The world is an open-air landfill, but we believe it is unspoiled. Or at least we can isolate lands, preventing any contamination. Trust in it!
It’s as though we suddenly all woke up in a sustainable world, with green labels flourishing everywhere. But some questions are jumping into our heads.
Is the use of a few eco-friendly materials enough to define a brand sustainable?
Can fast-fashion brands call themselves sustainable?
And all the luxury brands that continue to produce enormous quantities of products?
Can they be sustainable? Really?
Contradictions are strong.
We need a radical change, not fake messages.