Fast fashion brands grab consumers’ attention as they maximize advertising budgets, offer the best deals and promise speedy delivery. So, consumers continue to purchase products that fit their budgets and delivery time frames. Therein lies the problem: where do sustainable brands and conscious consumers fit in? Which comes first and how does real change materialize if this vicious cycle is perpetuated year over year?
The famous chicken and egg dilemma presents itself again. Whose responsibility is it to shift to a greener mindset? Is it eco-fashion brands jobs to offer sustainable products or is it conscious consumer’s roles to buy better? How can we change the dynamics of the happiest, yet most polluting season once and for all?
What can brands do?
Consumers have spoken and brands have responded – 84% of people want to buy green products. But less than 10% of consumers actually make green purchases. Cost, greenwashing and lack of credible data are cited as deterring factors. So how do consumers expect brands to offer better products if they’re not buying them?
Aside from just voting with their wallets, consumers can take ownership of the role that their closets play. 60% of the carbon footprint of a garment comes from the use phase. It’s up to consumers to treat their clothes like they value them instead of just looking for the next sale. Consumers need to buy into the circularity that eco-fashion brands are designing for.