Can the Future of "Green" Actually Be Yellow?

We’ve heard enough about greenwashing. We’re tired of brands acting like “green” is anything but a marketing ploy, pretending it stands for environmental values when, in reality, it represents the dollars they’re eager to make.

Sustainability is a buzzword these days—so overused that it’s starting to lose its meaning. Global warming is knocking on our doorsteps, and the planet is hurtling towards a new apocalypse—a heavy word, I know, but stay with me. Every one in three brands seems to be doing something to appear eco-conscious, riding the trend for popularity’s sake.

But climate change is a real issue—and it requires real concern. While countless campaigns are launched under the banner of sustainability, only a few genuine actions by a small minority can make a tangible difference. At this point, we know that individual actions—like switching to paper straws (which are more of a buzzkill than a solution)—aren’t going to save the planet. What we need is a future-oriented, sustainable approach that demands fundamental shifts in how we live and produce.

I’m not here to give a history lesson on how the world evolved post-World War I, or how society fell into consumerism, where self-expression became synonymous with the products we buy. We know the drill: capitalism, advertising, mass production, rinse and repeat.

It is what it is—until a major revolution shakes things up. So, what can we do—other than calculating our carbon footprints as a form of self-distraction? Every purchase we make is a statement, an approval. If we pay attention to where we spend our money, we can influence change as consumers. But this can only work if we support the right producers.

At Ba'ndo, we are mindful of the ways we can contribute to a better future. We’re also aware of the power, impact, and limitations of what we do. That’s why we are selective about the brands we bring to life, give a voice to, and represent. REUNIK is a perfect example. They are a sustainable eyewear brand from Istanbul, creating frames from 100% recycled materials sourced from the waste of the eyewear industry. Every step of their production process is built around environmentally conscious choices.

Brands like REUNIK are the gateway to a more mindful future, where self-expression and sustainability coexist. In this vision, personal style doesn’t come at the expense of our planet—the cohesive home we all share. We are striving for a living ecosystem where production and harmony with the Earth go hand in hand. My hope is that brands like REUNIK will open the door to this future.

You can read more about what we did for REUNIK from our case study