As much as the intention of the article was to include some recommendations and direct the customers who espouse social consciousness and environmental justice, to some great examples of sustainable practices applied, upon researching UAE based established children brands with sustainable claims, backed by transparency around those claims, we have not been able to identify any that would make assessing the veracity of statements around having “sustainability at their core” even remotely possible.
Brands often falsely claim sustainability for marketing purposes, using vague statements and recycling symbols without genuine commitment. One attribute does not equal sustainability.
