Despite its untimely CEO exit on December 9 and a decreased sales forecast for the entire year 2022, garment firm VF Corp is continuing its environmental initiatives. As Gen Z overtakes millennials as the primary consumer group, it is crucial for its brands to continue to be values-driven, competitive, and relevant. The North Face, Vans, Supreme, and Timberland are all owned by VF Corp.

The firm has utilised this year to shift away from linear manufacturing and toward circularity, as seen by the publishing of its sustainability report, Made for Change, in November. Its emphasis is on operations, going beyond marketing and avoiding greenwashing.

Circularity communication to the client

One of VF Corp's main problems has been conveying scientific ideas to customers in a straightforward manner and communicating with them about sustainability and circularity. Susie Mulder, global brand president of Timberland, stated, "It's incumbent upon us, as companies, to find a way to make sustainability relatable for people, in their language." "That's the key: when you can articulate the issue in a straightforward, approachable, and sometimes even enjoyable way, and then urge your customers to join you and contribute to the solution."