made much of sustainability at this year’s show. It isn’t just posturing: according to Oliver Merlin, IFA’s managing director, this is a response to consumer demand. “I would say, even only a year or so ago, sustainability was at maybe number four, number five [in reasons to buy a product], right behind the price, behind the brand, behind the quality of the product,” he said at the show’s opening press conference. “Now, sustainability is one or two.”
