Tomas Vucurevic | Talking about greenwashing, transparency and LCAs
Drastic changes to our routines have forced us to alter our social habits, re-evaluate our relationships and put on the brakes due to Covid-19. What does this mean for environmental trends and brands?
BMI’s Liz Gyekye catches up with Tomas Vucurevic, owner and managing director of brand consultancy specialist BRAIND to unpick this issue.
Liz Gyekye (LG): Tomas, good to catch up with you. How do you think Covid-19 will change the environmental strategies of brands?
Tomas Vucurevic (TV): Most of all, it will mean an end to greenwashing. Covid-19 is leading to transformational changes in our societies and as a consequence of that also for brands as living social systems. We are already observing a greater mistrust of people towards institutions and brands with regard to the fulfilment of their promises and the post Covid-19 environment, even though we are still in the middle of it, will lead to a much stronger focus on transparency. Sustainability won’t work anymore without transparency [...]
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