Sustainability Blog

Fast-fashion industry is using many neuromarketing techniques to trick our brains, bypass our rational thinking and target our emotions. The goal is to foster artificial needs, making us vulnerable to impulse buying and shopping addiction. But what's exactly neuromarketing, and how are they using it?

With fast fashion and its ever-growing collections and millions of pieces of clothing produced every week, we're pushed into replacing our clothes faster and faster. This phenomenon has a name: emotional obsolescence..

Climate change is happening around us, on distant news or in our backyard. It brings many questions, which can be hard to navigate. It can feel overwhelming. It’s called eco-grief. Or climate anxiety. The good news is that there is a lot of solutions, and resources, to tackle that phenomenon. It relies on kindness, compassion, self-care, sense of community and empowerment through positive actions.

It’s time for Thuja to answer the question : is Patagonia as ethical and sustainable as they say ? Is it living up to its reputation as the greenest of the outdoors brands ? We've put the iconic brand through our sustainable machine, the Thuja index, and it's time for the results.

At Thuja, we want to change things at a large scale. But to achieve that, we need to start at community level. That's why we're getting involved to change things in our local mountain town. Read more about our vision, and how we are planning to tackle change in our community, in this article by the Revelstoke mountaineer.

Planting a tree can’t be wrong, right? Everyone loves trees. Since the 90’s, it automatically became the symbol of a green, eco-friendly practice. At low cost, with low efforts. Yet, is planting trees always good for the environment? Is tree planting a smokescreen to pollute more, with a green tag on it?

Do influencers play a part in the fast fashion epidemic? How does the phenomenon of social media interact with our shopping habits and how we perceive companies? What about fashion hauls? Are influencers making money on promoting these brands, and then immediately returning their purchase and collection their commission?

What a pleasure and excitement to be part of a new adventure at Thuja Sustainability🌲 A year ago, with Jenise Lamoureux, we realized that besides most people caring a lot about nature and sustainability in our local mountain town, it was hard for people to translate this into making the right choice for buying goods and clothing.