Is Natural Always Sustainable?
A green image is more often spoken about by the media than a sustainable image. While there is a connection between offering natural products and being perceived as an environmentally friendly company, the two do not often go hand-in-hand with each other.
Interestingly enough, the degree to which products are truly natural does not always coincide with the level of sustainable practices involved in their production and vice versa. Kline’s research on natural personal care clearly shows that there is a disconnect between some brands’ natural product offerings and their degree of sustainable practices. Several companies that practice rigorous sustainability are selling products that score lower on the natural scale. However, the differences are not vast. For example, the highest truly natural scores often have medium-level sustainability practices. Read full article.
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