TECHNOLOGY
“ Technology is probably going to be the easiest way to create data to show that brands are making more sustainable actions ”
SARAH SWENSON GLOBAL SENIOR MANAGER OF SUSTAINABILITY AT AVERY DENNISON
regenerating them back into the supply chain at the end of their life ,” says Swenson who strongly believes that this is important to do , “ because A : we all know the risks to the environmental factors , and then B : customers and consumers want us to solve these problems . We ' re getting more and more educated consumers that are willing to dive into the data . Brands are no longer able to greenwash and say , ‘ Hey , we ' re doing something sustainable ’, they actually have to prove they ’ re doing something sustainable with the data that backs it up or approves it .”
Mobile Technology : The Future of Sustainable , Transparent and Ethical Fashion With 60 % of consumers valuing brands that are transparent about their operations , fashion brands are turning to mobile technology such as QR Codes and NFC tags to provide their customers with endto-end information on the product they have purchased from raw materials and production , right through to distribution and beyond .
“ Technology is probably going to be the easiest way to create data to show that brands are making more sustainable actions , that they are not just greenwashing their sustainability progress . It also gives supply chain stakeholders the right to ask questions and engage , as well as consumers
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