What does sustainability mean to you?

The most influential generation is challenging luxury brands to become more sustainable, showing that relevant messaging, product categories or interesting digital storytelling is not enough. Their expectations are significantly different from the millennials, for the younger generation sustainability matters, and even young investors would prefer to support brands with clear sustainability agendas. For example, Apple has become the leader in sustainability, after all the criticism regarding the waste their devices are producing. They have reinvented the entire customer lifecycle model. Digital practices with sustainability involve two components: the software side and the hardware side. The energy consumption put towards digital solutions and mobile devices will be a priority for consumers in the future. Consumers would likely demand more transparency on energy consumption and energy sources for the digital services they will receive.