Green Behavior

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 episod...

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...

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 sustainabili...

#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 Epis...

#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,...

#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...

#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 sh...

#3: In this episode, Brittany is joined by Danielle Vermeer, Co-founder and CEO of Teleport, the "TikTok for thrifting" app. With over a decade of experience in fashion, tech, and sustainability, they discuss the perceived value of clothing and the challenges of changing consumer behavior, especially among GenZ. Danielle shares insights from her time at Amazon, where she worked on luxury resale an...

#2: In this episode, Brittany sits down with Joseph Merz, the Founder and Chairman of the Merz Institute, to explore the connection between human behavior and the ecological overshoot. Joseph provides profound insights into the Human Behavioral Crisis and explains how evolutionary behaviors that once benefited us have become detrimental in our crowded, modern world. They discuss the critical roles...

#1: In this solo episode, Brittany explains why understanding consumer behavior is key to driving sustainable change in fashion, highlighting that in order to break the rules, you have to understand the rules. Mentioned in the episode: Join the community: ⁠SFF Insiders⁠ Follow Green Behavior: ⁠@greenbehaviorpodcast⁠ Follow Brittany Sierra: ⁠@brittanysiierra⁠

Welcome to  Green Behavior , a podcast by the Sustainable Fashion Forum exploring the intersection of fashion, psychology, consumer behavior, and sustainability. Hosted by SFF founder and CEO Brittany Sierra, this podcast is driven by the motto: in order to break the rules, you have to understand the rules. Join us as we explore what truly drives consumer behavior with leading neuroscientists, res...