Will Nike’s Vision Overcome Conscientious Critics?

Enemy of the conscientious consumer - Nike - released their vision of the future today.

Nike writes:

We see sustainability as a source of innovation.  A way to inspire new thinking and deliver tangible results.  We follow a Considered design ethos across all Nike footwear, combining premium design and performance innovations with environmental sustainability.

By 2011, all Nike footwear will meet or exceed baseline standards set in our sustainability index.  By 2015, we’ll include all apparel.  By 2020 Nike equipment. 

A perfect sustainable product would be one that delivers premium design, maximum performance and zero waste – at every stage of its lifecycle.  A dream today, but we believe a real possibility tomorrow. 

Nike seem to
be making big steps in the right direction. They started this with
their Considered Range a few years ago.

Whether it’s enough for
some people is open to debate, or how they can write "Design all Nike
brand footwear [with]… increased use of environmentally preferred
materials" by 2011 when the AF1 anniversary edition was made from
snakeskin, is also open to question.

What is clear though, is
that when any large corporation makes any kind of positive moves they
are treated with suspicion, sometimes unfairly. While some elements
within Nike want to create snakeskin shoes it’s important that other
elements are trying to move the company forward… and that seems to be
happening.

Nike Responsibility

Contributed by Fairbrand