2025 is a big milestone for many brands making public commitments, and many are likely to miss them. This can’t go unnoticed and must be a wake-up call. We must be ready to hold these businesses accountable. The emperor has announced he’s going clothes shopping, and if he returns naked, we must be ready to call him out.

This story is part of Adweek’s The State of Sustainability digital package, which spotlights climate-focused marketing solutions across the beauty, experiential and media spaces, and examines how an industry that was built to drive consumption is adapting to reduce its impact.