Pride can be a bad thing. If one is too proud or if their pride leads them to arrogance or prejudice, it is not a positive characteristic. But in this case, it’s a good thing. And it’s certainly better than guilt. A recent Fast Company article cites a Psychology & Marketing Journal study that shows consumers are more likely to make eco-friendly purchases if they are proud of past sustainable choices. The study found positive pride was a stronger motivator to continue environmentally sound choices then was guilt from past irresponsible choices.
It is easy to fall into the trap of guilt when it comes to environmental choices. The climate crisis feels overwhelming at times. It’s a big problem but solutions come in all sizes—you have to start somewhere. The founders of The Renewal Workshop take pride in their choice to start a company that offers apparel and textile brands a path to becoming a Circular Business. They know each customer and each brand partner will move the larger solution forward. So take pride in any choice you make that helps the health of the planet. We do!