Most people assert they will buy sustainable products over non-sustainable ones, but they don’t necessarily do what they say. Non-sustainable goods sell, and they sell well. Looking at just a few fast movers: globally, consumers spent $987.6 billion on electronics in 2022 and are expected to lay out $2,020.9 billion in 2032.
Underwear-clad models stand in a rainforest, surrounded by ferns. Sunlight shines through the morning mist. “Humans,” intones renowned primatologist Jane Goodall. “What unusual animals we are.”
As the camera pans over a closeup shot of a male model’s boxer briefs, the world’s foremost expert on chimpanzees says, “It’s a big job making our world a better place, but getting started? Well, that’s as easy as changing your underwear.”
This 30-second ad, for Australian underwear company Boody, is now airing. Billboards from the campaign will soon be erected around Sydney and Melbourne.
“It’s interesting,” says Michal Carrington, a researcher in ethical consumption at Melbourne
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