With climate change on our radar more than ever, retail is under scrutiny for its contributions to carbon emissions, water pollution and waste in its drive to inspire relentless consumption. And while many heavy-polluting industries, such as air travel and oil, have publicly committed to change, retail has been slower — and in some ways less united — in taking steps toward true sustainability.

When it comes to retail and sustainability, there exists an unavoidable paradox: the industry depends on getting people to buy more and more. Is there any hope for the industry to thrive in a world that must consume less?

Surprisingly, many signs point to yes — the clearest being the purchasing habits of a new generation of consumers. In the United States, Gen Z holds more than $500 billion in buying power, quickly overtaking the baby boomers as the primary consumer group. And studies have found a significant majority of young adults are willing to pay more for sustainable products.

Individuals bear some responsibility in cutting down their consumption, but increasingly they’re looking to retailers to help them do just that. Across the board, too many brands still refuse to take obvious steps to reduce their environmental impact — such as filling reusable mugs, getting rid of single-use plastics or curtailing excess packaging.

Perhaps the most essential change for the retail industry is one of mindset.

Not everyone can, or should, endeavor to be the next Amazon. Instead of aiming for world domination, more retailers would do well to aim to build companies based on respect: for consumers, employees and the planet. That means focusing on developing strong, long-lasting relationships with customers, innovating durable, quality products that brands can stand behind, and supporting their local communities.

Read the full article about establishing a more sustainable retail industry by Ben Crudo at GreenBiz.