Fashion is a $2.5 trillion industry, producing 10% of global carbon emissions, 20% of global wastewater, and vast biodiversity loss. Consumers are demanding change, forcing sustainability in fashion as a requirement, not a trend. Brands are transforming to create not only the clothing and accessories that turn heads, but also to create sustainable fashion that’s rooted in environmental stewardship.
Sustainability and fashion appear to be on opposing catwalks destined for collision. While ethical issues have been driving trends in fashion for years, when COVID-19 ground the industry to a near halt, it momentarily appeared as though the pursuits of a more purposeful fashion industry might be pushed to the back burner.
That moment has passed.
How far passed? Well, there are folks calling for President Joe Biden to appoint a fashion czar, and it’s a compelling argument.
As people spent the early 2020’s in varying states of quarantine and social unrest, they also became much more careful and conscious about another kind of spend: How they’re spending their money.
The desire to reduce waste across supply chains and enter a circular economy is driving organizations to embed corporate sustainability in their mainstream business.
There’s no filter that can mask the ugliness below the surface of the fashion industry when it comes to the hard data around sustainability, and consumers know it.
Pre-COVID, brands struggled with how to best stand out in a market that’s always changing. Today, the change in consumer sentiment has made sustainable fashion a priority for both brands looking to emerge as well as the icons in the industry.
Baratunde Thurston discussed the issues surrounding sustainability and fashion – while talking stark data – including the fact that 84% of the clothes in America end up in a landfill.
Following are just a few of the facts with regard to sustainability and fashion:
To make matters worse, ethically questionable practices don’t stop at eco-consciousness. Examples of poorly treated workers in the fashion industry are rampant.
Consumers are changing the face of the fashion industry via their demands for sustainability. Discover four ways retailers can rule the ethical runway.
While some experts wondered about the viability of ethical efforts in the wake of COVID-19, we’re actually seeing that those efforts matter more. Thanks to tighter budgets, quarantine, and social justice awareness, consumers aren’t only consuming less – they’re much more thoughtful about where and how they spend their money.
“The time consumers have spent at home caused a radical reset to their priorities which will be reflected in their lifestyles going forward. As a result, they are going to look for brands they can trust and pay attention to the ‘collective good,’ most especially in product categories like fashion and beauty that are considered close to the body.” (Forbes)
They’re also feeling more personally connected to global issues than ever before.
According to a McKinsey report, quarantine could be accelerating these already-established consumer behavior trends, “such as a growing antipathy toward waste-producing business models and heightened expectations for purpose-driven, sustainable action.” And their latest State of Fashion report shows that sustainability is the second biggest opportunity for the fashion industry today, second only to digital.
Consumers continue to put pressure on fashion brands to make real, substantial changes. This is especially true of Millennial and Gen-Z shoppers, who were already leading the charge for more ethical practices.
For those of us who’ve grown accustomed to a world of fast-fashion, it’s hard to imagine eco-friendly alternatives taking down this long-standing Goliath. But sustainable fashion has been building steam for a while now – it’s not the scrappy start-up industry it often gets portrayed as.
Consumers are driving the next great social change via their wallets, and no amount of advertising, PR, or marketing budget can overcome the power of consumers committed to purpose.
The lasting impacts of COVID-19 will continue to shape consumer behavior and shopping trends – and not just in fashion – shifts will be felt across the board.
Retailers that have been planning to adapt to consumer demands for more ethical standards are now accelerating those efforts:
Consumers expect more from the brands they buy from, and an ethical supply chain is now a requirement. Learn what it means and how to get started.
Shoppers – and investors – are paying closer attention than ever as to how companies are operating, and they’ll continue to flock to brands who reflect their values. And for those organizations struggling to define the values and beliefs for which they stand, consumers will help them quickly figure it out.
