When it comes to the massive behavioral shift needed to avert an even grimmer future, the impulse to avoid social shame can be a potent motivator. Take the Swedish concept of flygskam, or ‘flight shame’, for a glimpse of what's ahead when it comes to societal attitudes toward unsustainable consumption.
That said, there's also power in acknowledging our shared eco-guilt, and helping consumers take concrete steps to avoiding further harm. As Ocean Bottle puts it, "We’ve all got those small, not so eco-friendly, habits that collectively create a big problem. [...] The first step to changing any habit is to open up about it. We’re coming clean about ours so that you can too."
