Can brands help cut our overconsumption?

摘要

A lot of consumers profess they want to live greener lives. However,most of us-with the exception of the wartime generation-have grown up in an era of hyper-convenience,and it's not such an easy lifestyle to give up,especially when factors such as time and cost come into play. Brands operating in beauty and elsewhere have a responsibility to help their customers adopt better behaviours,so it's heartening to write about Procter & Gamble's recent news;the FMCG giant has announced a circular packaging solution in collaboration with the Loop scheme,which collects(conveniently,from people's houses),refills and reuses packs. Its Pantene brand is introducing a lightweight,durable aluminium bottle,while its Crest Platinum mouthwash is now available in a refillable glass pack.