How to change the world

I work in sustainability and fashion. I own a brand, I produce sustainable fibres, and lecture on the subject often.

I often struggle with how to make sustainability more popular. There’s one line that changed it all for me. “it’s not about being perfect, it’s about making a million people 1% better.”

So my ask to anyone who cares about sustainability is this. Make it sexy. Make it fun. Make it attractive.

As humans, we are programmed to be repulsed by fear. So as the need to consume more responsibly gets more and more urgent, the call gets louder and more desperate, the more we are actually repulsed by it.

So don’t worry about consuming perfectly - that freaks people out, and makes them think it’s not worth the effort. Think about consuming mindfully in a way that is appealing for someone else to copy. Make it sexy, make it fun.