It’s Time for Fashion Brands to Stop Playing It Safe and Lead the Charge in Sustainability

They’re well positioned to create real change

Fashion model in sunglasses, coat and head covering posing and wearing all green with other models in the background in black and white.
Fashion brands are influential because people understand, relate and aspire to their values. Illustration: Trent joaquin; Source: Unsplash

This story is part of a weeklong series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and read all of Adweek’s coverage on how sustainability and marketing intersect.

Pippa Nordberg is a strategy director at FutureBrand.