POLICY & REGULATION
Who Benefits From Greenwashing Laws?
As the industry welcomes stronger protections against greenwashing, are we confusing a customer’s right to reliable information with their willingness to interpret it?
As the industry welcomes stronger protections against greenwashing, are we confusing a customer’s right to reliable information with their willingness to interpret it?
Circulose, which emerged from Renewcell's 2024 bankruptcy, has restarted its Swedish textile-to-textile recycling plant with 16 brand commitments and named a new interim CEO.
Stella McCartney's campaign with Kylie Jenner has drawn criticism from the brand's own community. It also tests a question the industry keeps circling: what happens when a sustainable brand uses mainstream fashion's tools to reach mainstream consumers?
What makes a sustainable product or program feel worth it? Behavioral scientist Becky Frayer introduces WORTH, a framework for assessing what customers gain against what they give up across money, needs, familiarity, time, and social identity. Through brand and recycling examples, she shows how teams can identify hidden costs of participation, strengthen perceived value, and answer a critical question: how is this better for the customer?
How do you get more people to participate in circular systems? Goodwill’s David Eagles and Kantar’s Elizabeth Katsadouros join the Ellen MacArthur Foundation’s Haley Lieberman to connect consumer behavior with the infrastructure behind donation, repair, and reuse. The closing conversation offers practical priorities: identify where people drop out, make participation valuable and convenient, build trust in what happens next, and partner with existing systems before creating new ones.
Better materials, technologies, and systems are essential. But what makes people choose them? SFF Founder Brittany Sierra and Kantar’s Elizabeth Katsadouros open SFF26 by exploring the question guiding this year’s conference: what turns sustainability investment into adoption?