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Generations of Sustainability

机译：几代人的可持续发展

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At what point does a trend reach the proverbial "tipping point," whereby it attains critical mass, spills over into the mainstream and becomes "a thing?" And as a company, is it possible to predict what trends will ever reach that tipping point and throw your weight behind them before your competitors do? While it has always been "a thing" to some, a concern for the environment has not always commanded mention on, say, packaging. There are people who have always put sustainability high on their priority lists. But when measuring it against all time, the idea of being green has only recently reached critical mass. There are large swaths of consumers now who value a brands carbon footprint, percent of recycled content and supply chain impact on the environment, along with many other factors. This has led brand owners to do what they can and advertise their efforts on their packaging. It also means brands are on the lookout for companies that also put sustainability first.
机译：趋势在什么时候达到了众所周知的“临界点”，从而达到临界点，溢出到主流中并变成了“事物”？作为一家公司，是否有可能预测出什么趋势会达到那个临界点，并在竞争对手之前把自己的力量放在后面？尽管对于某些人来说这一直是“一件事”，但对环境的关注并不总是要求包装上的提及。有些人总是把可持续发展放在他们的优先事项上。但是，在对所有时间进行衡量时，关于绿色的想法直到最近才达到临界点。现在，有大量消费者对品牌的碳足迹，可回收成分的百分比和供应链对环境的影响以及许多其他因素都非常重视。这导致品牌所有者尽其所能并在包装上做广告。这也意味着品牌正在寻找将可持续发展放在首位的公司。

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    《Flexo》 |2015年第1期|44-45|共2页
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