Absolutely, but I feel a brand like Jordan could be a huge tipping point. As soon as a few major options in each product category are clean/safe/free of current practices, it will be a big differentiator for consumers like me.
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This reminds me of what happened with McDonald's in the past on the environmental side of things....moving from styrofoam clamshell containers to cardboard, etc. When a huge brand makes a change, that one change is by itself a huge deal AND also puts some pressure on others to follow suit.