In the world we live in, being ecologically conscious is more than a trend; it is an obligation that applies to brands and consumers alike. The rhythms and modes of consumption consolidated during the 20th century are no longer sustainable for our planet, and for this reason it is essential to change the model and promote awareness in society. We give you four key ideas to understand this eco-sustainable phenomenon that is changing the world by force, and that is gaining more followers every day.SINGLE USE PLASTICSDo you know the seventh continent? It is that island of plastics that is three times the size of France and that floats in the Pacific Ocean, growing every day, and feeding on plastic waste from around the world. Given that a plastic bottle takes more than 500 years to completely disintegrate, leaving behind millions of microplastics that sometimes reach our table ingested by fish, it is essential to reduce the use of these petroleum products.LUXURY IS SUSTAINABLEThe time has passed when "eco fashion" was synonymous with a lack of style due to the lack of technical and stylistic means of the collections. Today, the most prestigious luxury brands add to their product lines garments made with recycled fabrics, vegan leather made from fruit skins and even organic diamonds. If we also take into account that many products in the luxury sector are produced in artisan workshops and "slow-fashion", we have the perfect excuse to invest in these timeless garments. KM 0 FOODReturning to the food consumption habits of the early twentieth century, local, fresh and seasonal produce is prioritized. This not only benefits the farmers in our national market economically, but also reduces distribution costs and the carbon footprint derived from their transport, which, in many cases, is transoceanic. Have we ever considered the ecological impact of wanting to drink freshly squeezed orange juice 365 days a year?GREENWASHINGThey are called "greenwashing" or green washing, the set of practices carried out by a company to give it an ecologically responsible appearance, for purely commercial and marketing purposes. Consumers reward eco-awareness, and businesses know it. For this reason, there are many who, to whiten their global image, launch small eco-friendly collections, make insignificant changes in their packaging or even donate a part of the profits obtained to sustainable causes to be able to put "ECO" in the slogan (when usually it is that same type of product that generates the problem). Ultimately, change begins in the present and is everyone's responsibility. Fortunately, consumers are more and more involved and informed and decide, with their money, to support the type of companies that align with their values and that they want to see in the future.Image Credits: Jeremy Liebman, New York.