It's time to harness the "inherent coolness" of sustainability and make it sexy when we sell it. Doing so will entice people to consume in better ways and demand sustainable production from the brands they love.
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Sexy and sustainability -- two words that go together like fun and root canal. Sustainability is a lot of things, but for most of us, sexy isn't one of them. That needs to change.
Sustainability has become a design filter, pushing new materials and engineering to the forefront. Original, better products are everywhere.
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