'Circularity opens new avenues for brands and consumers'

"Importantly, the onus should not be on consumers to sift through inefficient, or at worst lazy, marketing and greenwashing. Environmentally-positive behaviour and purchasing should be encouraged through a compelling narrative that prioritises value, trust and educating the consumer with the reliable information needed to make conscious choices," Haigh, with Yasmina Lembachar and Kinge Gardien, writes in an article in the hard bound fifth edition of the Sustainability Compendium - ‘Going Circular’ brought out by Fibre2Fashion.

"Circularity should also aim to achieve a thorough understanding of how consumer’s commitments can result in long-term behavioural change; a must to accelerate our move to circularity," adds Haigh in her article 'Crafting Compelling Communications'.

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Fibre2Fashion News Desk (RKS)