"We Are an Industry That is Trained to Roll Turds in Glitter"

From Adidas to Corona, brands are increasingly finding unique ways to back up their sustainability discourse with real, positive change.

"There are so many businesses that are really leaning into action rather than words in thinking about how they can intrinsically change the way their business operates," says Amy Williams, Founder and CEO at Good-Loop. "It's all going a little bit deeper than I've seen in previous years."

In this interview, Amy Williams discusses greenwashing, tackling societal issues and the welcome shift from a consumer- to citizen-focused outlook. Filmed at the Cannes Lions International Festival of Creativity 2022.

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