A thinking studio based
in AUSTRALIA and BEYOND.
A socially and environmentally conscious image can be purchased. Plastic can be cased in bamboo to create a sustainable aesthetic. Brown dye can be added to plastic bottles giving them a eco look (destroying their chance to be recycled). Social media posts can broadcast progressive alignments without action and well intended Influencers with the right image and audience can be bought.
As consumers increasingly seek to align themselves with positive change, it is not surprising that companies have seized the opportunity to tap into our desire to feel like active participants of progress.
Enter, the business of appearances.
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Our still newfound awareness and subsequent demands has left many businesses in a bit of a pickle. Much of todays industries are still far behind the contradicting desires of its consumers. One example, in the beauty industry, consumers claim to want a 100% recycled plastic packaging, but with the slim options available this means brands need to sacrifice on look, feel and experience or increase its price — all which makes the consumers refuse to purchase.
Consequently, brands and consumers have birthed a market where substance takes a backseat to perception. Functional benefits are preserved using the materials we claim to hate, while simultaneously creating the illusion of environmental responsibility.
Businesses are giving us what we want. They cater to our need to be part of the solution, allowing us to feel good about our choices without sacrifice nor truly taking a stance. With it we have witnessed the establishment of entire industries built upon the aestetics of doing the right thing.
While the commodification of progress may raise eyebrows, it also highlights a positive societal shift. The market is responding to a need - imperfectly, while it works to catch up to the demand. It is driving innovation.
That said, innovation will only speed up if we maintain pressure and hold businesses accountable for their claims. We must not be seduced by surface-level gestures to make ourselves feel good but aim to support businesses that prioritise substance over appearance.
