What do you think of when yon hear the phrase 'sustainable beauty'? Natural? Environmentally friendly? Ethical? Certainly not glamour, edginess and innovation. Future Thinking's recent research found that among 25,000 consumers there was a lot of fuzziness about sustainability, but the impact on land and climate were the two most important factors they felt a sustainable brand should be about. Like me, they're partially right, but they're also pretty wrong.
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