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When was this? Sustainability is all the hype in 2021. Big brands are now rushing to be sustainable or they're seen as falling behind.

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A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment. i.e "continue to drink Coca-Cola since we now use 50% recycled plastic bottle" vs. "drink our new Cola brand which only uses organic ingredients". The former appeals to the existing mass market whereas the latter appeals to the niche "willing to pay a bit more to feel like I am protecting the environment" sector.

> A lot of the sustainability hype this year is about how continuing doing what you are already doing is now less impactful to the environment

I completely agree. A blatant example is the smartphone market. Sure, not including chargers and headphones will reduce waste, and going 100% sustainable energy is good, but if they were serious about sustainability, they would make their products have more longevity, be more user-repairable, and stop marketing them like fashion items/Veblen goods so people don't feel the need to upgrade every year.

We’re in the “please use less of our product because it is better” sector. Long-term our goal is actually to REDUCE the use of magnesium carbonate powder in the climbing community.

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