
Published 23 April 2021
Rebecca Hobbs
Harnessing unconventional marketing tactics including newspaper call-outs to the likes of H&M, Gucci and Nike, American sustainable footwear brand Allbirds has made its Carbon Footprint Calculator available to the rest of the fashion industry. The Earth Day (April 22) initiative also invites consumers to sign a petition for brands to label products with carbon footprint data.



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Consumers’ desire to be planet-positive is evident, but fatigue and economic adversity place eco aims at odds with affordability – compounded by brand comms lacking inspiration and/or personal resonance. We spotlight five strategies countering the intention-action gap: social-experiential repair workshops;...