Darius Tomlin-Fosh

‘Why do you need a master’s degree to understand sustainability?’ This is the question that launched my project. I began to look into what the general public does not understand about sustainability and how it can be addressed. The lack of eco-literacy among the general public showed me that even though some may be trying to begin living a sustainable lifestyle, it cannot be effectively achieved when the belief that recycling and biodegradable products solves all problems. A lot of initial sustainable decisions are made when shopping. Whether it is which cleaning product you buy or what you will have for dinner, a choice is always being made. I began to focus my project on empowering consumers to make more informed decisions when out shopping, which is why a series of graphics was created. The graphics each focus on a different topic and are quick and easy to read, effectively conveying information to consumers; they can be displayed as posters inside shops or on high streets and displayed on social media to reach a wider audience. Product certifications allow consumers to gain an understanding in a matter of seconds of how a company is run or how a product is manufactured if they know what they mean. Greenwashing is used by companies to convince people that what they are looking at is more sustainable than it actually is, which is why everyone needs to know how to spot it. Sustainable terms are often misunderstood, which then causes more problems. Sustainable materials are often confusing, some being treated as renewable when they are not, and some being more harmful to the planet.