[bigger_inside]

Is this more than just pattern recognition? I mean, what you're saying is that we're wising up to the fact that "buy this for nature/sustainability/etc" is just another way capitalism gobbles up and resells criticisms against it. Capitalism is destroying the planet? Well, just make more plastic stuff and slap a "sustainable" label on it, we'll sell the good conscience AND the plastic stuff all in one.

The past/elder angle is equally fake, it just sells traditionalism, another anti-capitalist current, as a product, only that.. it's not as played-out yet?