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I have worked in the fashion and lifestyle industry for the past 10 years with a wide selection of global brands. One of the recurring subjects that kept coming back to my mind is how I could find my own meaning in an industry that is widely known as one of our planet’s greatest polluters. I have spent several years pushing products based on hollow communication that didn’t provide anyone long-term value. I always knew I wasn’t doing the planet a favor by putting more pressure on it. Facts I have always had a hard time to find peace with. This is something, I believe many business owners and professionals in the lifestyle industry struggle with as well right now. Especially in times where the consumer is advised to buy less and to think more about their climate impact when they buy. 

The biggest threat to a forward-thinking industry is discovering that our industry is based on old systems. Not being relevant is simply not an option. The main reason for this is that the consumers of today are changing behavior rapidly and demand more transparency. This is not a surprising development if we look at the way we interact on social media where the most popular platforms are the ones that are not afraid to truly invite the consumers behind the glossy scenes and share their values and beliefs.  

I see Sustainability as the greatest gift to the lifestyle industry. We finally have the opportunity to recapture our integrity as an industry while doing something that benefits millions of people across the globe. The brand itself becomes the hero to its own problems if you do it right. This is why I have chosen to help businesses transform their brands to this new way of thinking, higher their profitability and more importantly, inspire a new way of being. 

The world is full of opportunities for your business, but let’s take care of it while we discover them.

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