My students on the AIA Diploma have been working on a live sustainability brief for a well known brand (I can’t say which as it is covered by an NDA). I have had a think about this topic, which I have just published in Aurora here.
Most old brands are encumbered by legacies of bad practice – but for a few, newer challenger brands, like Patagonia (pictured), there is an opportunity to transform those categories with particularly dire track records ( like apparel)