There should be a clear intention to switch to responsible ways of doing things. If someone continues to rely on outdated, resource-heavy techniques, it often means they’re not fully aware of the urgency facing our industry and the planet. Education, transparency, and access to technology are key to accelerating this transition. Once people understand that innovation doesn’t limit creativity and efficiency but enhances it, the shift becomes inevitable.
Suppliers are scared of the brands knowing what they think; so, they smile at the brands, invite them for lunch, and then tell us what they think of their behaviour, and we have more than 50 of these kinds of reactions—private concerns, and public smiles out of fear. That itself shows how unethical our industry is. People are frightened to tell the truth.