Our project is centered around the idea of sustainability in both the high-street and luxury markets and whether or not it matters to consumers if something is sustainable. The main questions we proposed are as follows: • Do consumers prefer to shop luxury or high-street? • Does sustainability play a role in the shopping process for consumers? • Do consumers think brands need to be more sustainable? These questions helped guide our research process through surveys and content analysis. We gathered comments from multiple social media sites and analyzed those comments based on certain categories. By researching consumer’s opinions on sustainability, we were able to get a feel for what people look for when shopping.