05/15/2026
One of the most interesting parts of my work is researching how fashion brands communicate sustainability— and how consumers actually respond to those messages.
What I’ve found:
Consumers are looking for the unexpected and exciting, not granola content.
My award-winning published research explores the effectiveness of sustainable messaging on social platforms and the gap that can exist between brand communication and consumer perception.
Understanding that disconnect is where real retail strategy happens.
You can read more here: https://doi.org/10.1108/JFMM-11-2019-0266 ✨
