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Online retailer Toward is telling consumers they can only make 12 orders a year to promote sustainable purchasing behaviors.

Jan 21 2022

Online retailer Toward is telling consumers they can only make 12 orders a year to promote sustainable purchasing behaviors. Despite launching just last fall, Toward is on a mission to help consumers become more sustainable. Starting this month, the online retailer is putting a limit on how many orders a consumer can place, capping orders at 12 per year (i.e. one order per month). Toward requires consumers to log in to make a purchase, then tracks the number of orders placed by each consumer. However untraditional the approach may be for a new platform, the company’s founder explains, “[Toward] wants to be clear that our impact on the environment will always be our first consideration.” With that in mind, Toward only works with brands it deems sustainable, like denim labels such as Agolde, Closed, and Citizens of Humanity. YPulse’s sustainability research shows climate change is a top source of anxiety / worry for Gen Z and Millennials, and they expect brands to take action. (Sourcing Journal)