Some brands are being called out for their “moral merch.” According to Kantar’s Purpose 2020 study, brands with a high sense of purpose see their value increase by 175% over 12 years. More brands are starting to lean in to themed merch to raise awareness about issues like the Australian wildfires, International Women’s Day, and Pride. While this catches the interest of young consumers—87% of 13-to-39-year-olds tells YPulse that buying products from brands that have social good components makes them feel better about spending money—some activists are calling out brands’ “moral merch” for hypocritical messaging, and creating more waste through production. (Vogue Business)
