This week, Brittany sits down with Zoë Richards, Director of PR & Communications at Rothy’s, to talk about how the brand is weaving itself into the cultural conversation. From a Times Square activation to collaborations with Substack writers, Zoë shares how Rothy’s balances sustainability messaging with moments that spark mainstream buzz, all without the budget you might expect.

In this episode:

• ⁠Rothy's Times Square Activation⁠
• ⁠Zalando Consumer Behavior Report

What happens when a major fashion magazine decides to take sustainability seriously?

Earlier this week, Teen Vogue did what it does best—challenge the status quo.

Known for its bold, culture-shifting storytelling, the digital publication dropped a series called Last Stop, exposing the hidden journey of our clothes and the shocking realities of fashion waste.

But this wasn’t just another deep dive into the industry’s problems.

Alongside the series, they also made a bold commitment to rethink how they cover fashion—integrating secondhand into shoots, calling out greenwashing, and reshaping how trends are presented to readers.

But what does sustainability actually look like in the world of mainstream fashion media? And how will Teen Vogue navigate the tension between impact and industry realities—advertising, affiliate links, and brand partnerships?

To unpack what this pledge really means, I sat down with Teen Vogue’s Style Director and author of Worn Out, Alyssa Hardy.

In this episode, we get into:

• How Teen Vogue is rethinking runway coverage and trend reporting through a sustainability lens

• Why secondhand and upcycling are becoming non-negotiables in their editorial strategy

• The challenge of holding brands accountable while working within the constraints of the industry

• The role of media in shifting consumer behavior—and how storytelling taps into the psychology of consumption

• What this shift means for the future of fashion media—and whether it could push other outlets to follow suit

If you've ever wondered whether mainstream fashion media can truly shift consumer behavior—or if sustainability commitments can go beyond surface-level promises—this episode is for you.

Alyssa shares how Teen Vogue is strategically rethinking its editorial approach, balancing industry realities with a commitment to transparency, secondhand fashion, and more responsible trend reporting.

We unpack what this means for brands, consumers, and the future of fashion media.

Connect with Alyssa:

• Get Alyssa’s book, Worn Out

• Follow Alyssa on Instagram

• Alyssa’s Tiktok

Resources:

• Work with Brittany

• The Last Stop Series

If you’ve been tuning in to Green Behavior for a while, you already know how much I love talking about perceived value—why it matters and how it drives people to spend more on sustainable products. What we haven’t talked about as much is why perceived value works so well: trust.

For consumers to pay that "green premium," they’ve got to trust that a brand is being authentic about its sustainability claims and that the product is actually "worth it"—whether that’s because of quality, style, an emotional connection, or all of the above.

Trust is the make-or-break factor, especially in a world where greenwashing skepticism is everywhere.

That’s where certifications like OEKO-TEX come in. They’re meant to be those trust signals that reassure shoppers the product they’re buying really aligns with their values. But here’s the big question: do certifications actually work? Do consumers really trust them?

In this episode, I sit down with Ben Mead, Managing Director of Hohenstein Institute America, to dive into the role certifications play in cutting through the noise, fighting greenwashing, and helping brands build consumer confidence.

What we cover:

How certifications like OEKO-TEX work and why they’re valuable for brands and consumers. The psychology of trust—how it shapes consumer behavior and why it’s a non-negotiable in sustainability. Tips for brands to communicate their sustainability efforts authentically (even when they’re not perfect). The future of certifications, traceability, and global standards as tech and regulations evolve. Why there’s still a disconnect between people noticing certifications and actually understanding what they mean.

AND, if you’re someone with sensitive skin, eczema, or just trying to avoid sketchy chemicals in your clothes, you’ll definitely want to tune in for this one!

#9 In this bonus episode, Brittany introduces a new segment called "Voice Notes," where she shares her spontaneous thoughts and observations on current topics.

This episode focuses on a recent major development in e-commerce: the U.S. Federal Trade Commission's new rule banning fake reviews and the psychology behind it.

#8 In this solo episode, Brittany breaks down the partnership between ByRotation and Airbnb and unpacks the power of cultural relevance in driving sustainability forward. More than just a clever marketing move, Brittany explains how this partnership can serve as a blueprint for how sustainable fashion brands can connect with mainstream consumers and inspire meaningful behavior change.

In this Episode:

• Why simply offering sustainable products isn’t enough to drive mainstream adoption.
• How cultural relevance can elevate your brand and resonate with a wider audience.
• Practical tips on integrating cultural relevance into your brand’s strategy to connect with mainstream consumers and drive meaningful behavior change.
• The role of emotional engagement in building brand loyalty.

Mentioned in the Episode:

• Airbnb x ByRotation
• Credit Karma Report
• Brittany | LinkedIn
• Join a global community of sustainability leaders dedicated to driving transformative change in the fashion industry and beyond. Become a member here.

Produced by The Sustainable Fashion Forum

#7 From social justice to climate change, Gen Z is known for leading the charge on some of the most pressing issues of our time. They may be the new kids on the block, but GenZ has strong opinions and high expectations of the brands that they engage with.

We know that Gen Z cares about sustainability but their purchasing decisions don't always reflect their values.

In this week's episode, Brittany chats with Estella Struck, Founder and CEO of Vivine, the first GenZ sustainable product marketing agency, to talk about the gap between what GenZ says that they care about and what they actually are purchasing.

In this episode:

• The contradictions in GenZ's purchasing behavior and the factors driving their spending decisions.

• The perceptions of elitism and exclusivity in sustainable fashion versus luxury fashion and how these perceptions influence consumer choices.

• How sustainable fashion brands can improve their marketing strategies to better connect with GenZ.
• The impact of social media and influencers on GenZ's purchasing decisions and how sustainable brands can leverage these platforms to reach and engage with this demographic.
• Strategies for smaller brands with limited budgets to build a loyal community and foster brand affinity.

Episode Resources:

Estella | Instagram

Estella | LinkedIn

Brittany | LinkedIn

People, Brands, and Things | Instagram

People, Brands, and Things | Substack

Join a global community of sustainability leaders dedicated to driving transformative change in the fashion industry and beyond. Become a member here.

Produced by The Sustainable Fashion Forum

#6 In this solo episode, Brittany explores the latest TikTok trend, "underconsumption core." She discusses how economic factors like inflation and financial uncertainty are driving this trend and examines the deeper motivations behind it, from ethical and environmental values to sheer economic necessity.

Brittany highlights the psychological and social influences on underconsumption core and draws fascinating parallels between this trend and the demand for counterfeit luxury goods. Both, she argues, are responses to income inequality and social signaling.

Citing recent studies and articles, Brittany delves into whether underconsumption core is likely to have a lasting impact on consumer behavior or if it's merely a temporary response to current economic conditions. She also looks at how marketing tactics can shape and sustain such trends.

Join the conversation as Brittany uncovers the complexities of consumer behavior and sustainability, and consider the potential long-term effects of this intriguing trend.

Articles Mentioned in the Episode:

• Fortune Article: "Prada and Dior counterfeits are soaring in popularity because GenZ is trying to ‘achieve a sense of social equality’" Read Here
• City, University of London Report Read it Here
• New York Times Article: "Tired of Influencers, TikTok Users Try ‘Underconsumption Core’ to Cut Costs" Read Here

Brittany | ⁠LinkedIn

Join a global community of sustainability leaders dedicated to driving transformative change in the fashion industry and beyond. Become a Member

Produced by The Sustainable Fashion Forum

#5 In this solo episode, Brittany explains how temporal discounting influences our purchasing decisions. She shares insights from Vestiaire Collective's 'Think First, Buy Second' campaign, highlighting real-world applications that bridge the gap between sustainability and consumer behavior to make sustainability feel more immediate and relevant.

Brittany also shares on key takeaways shared by Vestiaire Collective's North America CEO Samina Virk's at the 2024 Sustainable Fashion Forum.

Mentioned in the episode:

Vestiaire Collective 2024 Circularity Report

Vestiaire Collective: Beach Campaign

Vestiaire Collective: Swap this For That

Vestiaire Collective: Anti Black Friday/Fast Fashion Ban

Join the community: ⁠SFF Insiders⁠

Produced by The Sustainable Fashion Forum