Consumers OverRuling Companies Decisions on Sustainability

After the Covid-19 pandemic, people are starting to go back to their daily routines including going to social events, traveling and back to work. This also means that they will no longer lounge in sweatpants attire or pajamas all day. According to the Mckinsey consulting team “ average consumers buy 60 percent more than they did in 2000, and keep it half as long. And in 2017, it was estimated that 41 percent of young women felt the need to wear something different whenever they left the house”. Imagine having a new outfit for every occasion 365 days out of the year, while most of it won’t be reworn for a while or at all. With more and more individuals going back to their normal lives, this new outfit for every event can become an even bigger issue for sustainability. This is a good time for fashion companies to continue their improvement regarding a sustainable business model. As they go back to their regular productions or more, they should consider finding ways in becoming more sustainable as a brand.

While fashion companies play a large role in sustainability, consumers play an even bigger role. They are the ones who are consuming the goods and services of each fashion company. In order words, they have the power of how much goods and services are being produced. The “shoppers” need to be the ones who pick brands or items that are sustainable for the planet. The more consumers follow sustainable practices from their picked brands, the more the market will respond. Companies usually tend to do what's best for their consumer and what they want or prefer.

Some fast fashion companies who have already started practicing or setting deadlines in sustainable practices include Zara, H&M, and Uniqlo. Regarding Zara, the brand has made the commitment to have “all products become 100% cotton, linen and polyester sustainable by 2025 and 100% viscose by 2023”(Chan, 1). H&M is trying to become climate positive by reducing their carbon emissions, cutting greenhouse emissions and using renewable energy. Uniqlo is determined to reduce the use of single-use plastic by 85% and will aim to eliminate the use of all plastic bags. While some of these companies may have already started these practices, not all of them are followed or sustained 100%. This is when the consumers play a role in encouraging this new behavior. For example, consumers can start “Look for sustainable certification from the Fairtrade Foundation, Global Organic Textiles Standard, Soil Association, and Fair Wear Foundation”(Cho, 1). At the end of the day, the consumer has the power over whether or not the brand’s products will be sold or continued to be reproduced.

While we may be loyal to some of our favorite fashion brands, it is important for us to consider their practices regarding sustainability. It is the people wearing the clothing rather than the brand who will make the biggest positive difference in our communities. Our beloved planet is becoming increasingly fragile and we must do everything in our power to protect it. Taking baby steps by even regnonizing the brand practices we tend to consume is a good start. If we can regnoznize and support fashion companies who are making a positive impact on our environment, we can become one step closer in making the fashion industry sustainable. Sustainable fashion shouldn’t be looked at as a trend but the future of fashion. After all, fashion should not cost our earth.

Sources

10, Renee Cho |June, et al. “Why Fashion Needs to Be More Sustainable.” State of the Planet, 16 Dec. 2021, https://news.climate.columbia.edu/2021/06/10/why-fashion-needs-to-be-more-sustainable/.

Astoul, Eva. “A List of Fast Fashion Brands to Avoid & Why.” Sustainably Chic, Sustainably Chic, 24 Sept. 2022, https://www.sustainably-chic.com/blog/fast-fashion-brands-to-avoid.