For years and years, we have asked the question: what came first – the chicken or the egg?

The answer lies in the past and is for us normal people more of a mind puzzler and conversational entertainment than a real mystery we can solve. We’ll leave that up to the scientists.

A more pressing questions, and an extremely relevant one at that is the question: who will be first to drive sustainability? Companies or consumers?

Are consumers willing to pay more for more responsible products?

According to many surveys, consumers are more than ready to put their money where their mouth is, and start to buy more sustainable products and services. In fact, some surveys even conclude that consumers are willing to pay a premium for more sustainable options.

But one thing is the outcome of consumer surveys, and another is the story told in the companies’ sales results.

This book tells a story of a different consumer. A consumer mostly willing to but sustainable alternatives, when they match the price of conventional products.

Unfortunately, right now, the recycled, organic, certified options and more are just more expensive to come by for companies, specifically with a lower demand from consumers.

Can companies afford the change?

Some companies are willing to accept a reduction in revenue, because they believe in the cause and are hoping for consumers to catch up. Any minute now.

But the fact is unfortunately also that some companies might not have the time or money to sit around and wait patiently. They are reliant on business.

And these companies risk going out of business while conventional companies keep their sales numbers.

The different groups of consumers and companies

Simply put, the synergy is off. And it is obvious that we can’t pool all consumers and all companies in their two separate pools.

Because of course some consumers are more than ready to change their habits and have already done so, and the same goes for companies.

At the same time some consumers just want a budget friendly outfit for their next night out and some companies just want to make easy money without increasing prices and risking sales.

A common playing field

It seems that the answer cannot only be found in making one or the other lead the way. We must create a common playing field.

A field where consumers are well informed of the impact of their shopping habits and motivated to change them.

A field where companies are safe to change their business, without falling behind and risking losing it altogether.

Enter legislation. Someone must create this common playing field. Draw up the court, set the rules and enforce them.

How long can we wait for legislation? Is the new EU textile strategy the thing we have all been waiting for? Time will tell. Unfortunately, time is also running out.

Companies and consumers must continue to change for the better in the meantime.