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  • The 'I'm not a plastic bag' was created as a fashion item with an ethical bonus
  • The 'I'm not a plastic bag' was created as a fashion item with an ethical bonus
    We Are What We Do (2012) ©
CASE STUDY

We Are What We Do: tools to change behaviour

Environmental change begins with behavioural change, but simply telling people to 'be better' isn't enough.  We Are What We Do's 'incidental change' repositions ethics as a bonus.

Location Global

Scope
Environmental change begins with behavioural change, but simply telling people to 'be better' isn't enough. In this context, a new kind of pragmatic environmentalism is emerging – and the 'incidental change' pioneered by We Are What We Do is leading the charge.

People want to live ethically, but sometimes it's hard. A lack of time, funds and clarity means appeals to 'do the right thing' can often fall on deaf ears. In response to this, a growing number of environmental organisations and brands are redirecting their energies towards more consumer-focused innovation that appeals to traditional drivers like cost, ...

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