Green On My Sleeve
Did you cycle to work this morning? Sorted out your recycling last night? As brand designers sustainability is another box on the wish list we need – and want – to tick off. The interesting thing is that the whole subject has shifted from I-think-green-and-I-don’t-care-about-status to Green-is-the-new-status.
The Stylist magazine is reporting that researcher now say that we are displaying the psychological phenomenon of “competitive altruism” when it comes to our ethical shopping habits. Being green is important to us but being seen to be green is what really counts. The Future Laboratory further holds up research which states that 25% of consumers links a person’s eco awareness to their social status. The more urban and the more money one earns, the greater the link
On the notion of green status and display… Lingerie brand Triumph has introduced a bra in Japan that grows its own rice. Apparently the publicity bra consists of two pots and a plastic water hose. “Young Japanese women have taken a tremendous interest in agriculture.” I am not sure you can classify it as a bra, but it is certainly a sign of more of us wanting to wear our green credentials with the same pride as the rest of our considered wardrobes.
In: Innovation, Retail, Sustainability, Viewpoints · Tags: Environment, Trends