When consumers see a brand that claims to be "sustainable," reporter Alden Wicker encourages them to investigate. Every product's supply chain has different sustainability opportunities, so sustainability strategies will look different for every brand.

First, she says brands have to acknowledge that sustainability is not binary. One product can be more sustainable than another, but sustainability is an ongoing journey rather than a final destination. Next, brands need to define their sustainability strategies and what sustainability looks like to them. This requires unraveling the supply chain of each product to see the impact of your materials, manufacturing, and transit.

It's a lot to unpack, and Alden is always eager to investigate. In this episode, Alden answers the question, "What do we talk about when we talk about sustainability?" She advocates for a bigger focus on factories, warns against recycling red herrings, and confronts the challenge of assigning value to sustainability.

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