“Soft on You, Softer on the Planet” declares an advertisement for the Icon-Impact Collection from UGG® which debuted this fall in a store near you. Touted as an innovative product with a positive impact on the environment, the newly introduced collection uses reclaimed wool, a sole made of sugarcane, and repurposed plastic from at least two recycled plastic bottles. It’s all part of the brand’s Feel Good initiative, and in partnership with One Tree Planted, UGG® promises to plant one tree for every pair of shoes bought at select UGG® stores and online. It’s also an example of “green marketing,” the practice of appealing to consumers’ preferences for sustainable and eco-friendly products, especially Millennial and Gen Z consumers who are willing to pay a little bit extra for their purchases.