Why We're Expanding Beyond 'Sustainability' (And What It Means for Purpose-Driven Brands)

This article explores why purpose-driven brands are moving beyond traditional sustainability language and embracing a more holistic approach that connects personal wellbeing with planetary care. Drawing on emerging research and real-world observations, it examines how mindfulness, health, and authentic connection serve as more sustainable motivators for environmental behaviour than guilt-driven messaging. The piece addresses the growing consumer distrust of "eco-friendly" and "sustainable" claims due to widespread greenwashing, and positions wellness brands - including yoga studios, retreat centres, and health practitioners - as essential parts of the sustainability ecosystem. By shifting focus from consumption-based sustainability to connection-based living, brands can build trust and inspire lasting behavioural change that serves both individual and collective wellbeing.