From observers to participants: Consumer involvement in sustainable fashion
Consumer demand plays a significant role in driving sustainable practices in fashion. We are not simple observers but we participate in the transformation of the sector. By understanding consumer preferences, values, and purchasing behaviors, fashion brands can tailor their strategies to meet the growing demand for ethical and eco-friendly products and influence purchasing choices.Making known the importance of sustainable fashion is crucial for driving behavior change. Brands should engage proactively, sharing information on the environmental and social impacts of the fashion industry and providing guidance on how to make informed purchasing decisions. Additionally, we expect them to inspire and empower consumers to support ethical and sustainable practices.
Educating Consumers about Sustainability
In the context of sustainability, consumer engagement plays a crucial role in driving positive change within the fashion industry. Brands can empower consumers to make more informed and responsible purchasing decisions:
- by increasing awareness
- by providing knowledge on the environmental and social impacts of the fashion industry.
To do this, however, it is necessary for them to communicate truthful and reliable information on sustainability, without feathering their nest in order to promote a product that is not sustainable.
In short, the aim must remain to act as a catalyst for the creation of a truly more sustainable and responsible fashion ecosystem, not to greenwash to sell products or to propagate practices that have nothing sustainable just for marketing and creation purposes. of engagement.
It is therefore essential to include figures specialized in sustainability or turn to external professionals, who know how to train and provide correct information to be disseminated regarding the most favorable practices for respecting the environment and the most ethical. Sustainability cannot be improvised with home advice or by simply turning to influencers who are not seriously and professionally trained in the subject (for this reason Dress ECOde also trains influencers and journalists on sustainable fashion).
Understanding sustainable fashion
Consumer orientation begins by providing a clear understanding of sustainable fashion. Brands should communicate the concept of sustainable fashion, which includes various aspects such as ethical sourcing, responsible production processes, fair labor practices and consideration for environmental impact. By explaining the key principles and practices of sustainable fashion, brands can help consumers grasp the importance and benefits of making sustainable choices.
In order to orient correctly and be able to convey its true meaning, brands must first understand the concept of sustainable fashion. Fashion is not sustainable if it uses organic cotton, it is sustainable if it goes through a long-lasting commitment in all the different aspects of production. In fact, sustainability concerns the entire life cycle of fashion products, from the sourcing of raw materials to production, distribution and disposal.
Overall, sustainable fashion seeks to transform the industry into a more environmentally and socially responsible sector, considering both the short and long-term impacts of fashion on the planet and its inhabitants. A brand that embraces sustainability is committed to creating a positive impact throughout the supply chain and promoting a more sustainable future for the industry, one that does not preclude future generations from having the resources necessary for a fair life.
Empowering Consumers to Drive Change
Consumer education should empower individuals to become agents of change. Brands should encourage consumers to ask questions, demand transparency, and support sustainable practices. By providing resources, guides, and tools, brands can enable consumers to make more conscious choices and influence the fashion industry through their purchasing decisions. Engaging consumers in sustainability initiatives and campaigns further empowers them to actively contribute to positive change.
Collaboration with Influencers and Educators
Collaborating with trainers and sustainability experts can significantly amplify consumer orientation efforts. Brands should partner with individuals who have strong influence in the fashion and sustainability space. Through professionals and experts they can create content, host workshops and interact with the public to spread awareness and knowledge about sustainable fashion. They can resort to the involvement of influencers, taking advantage of their reach and credibility, but orienting them thanks to trainers and subject matter experts so that they can effectively inspire a wider consumer base and avoid spreading fake information on sustainability (which unfortunately is common of the day).
Every time we buy, we vote with our wallet. We are all keepers of this planet, and every choice we make has an impact. From our daily trash to the products we choose, we can shape the future through our power as conscious consumers. We are no longer simple spectators, but main actors in a story of sustainability. Our actions matter, and together we can make a difference for a healthier, more equitable world.
Every individual matters.
Every individual has a role to play.
Every individual makes a difference.
Every single day that we live, we make some impact on the planet. We have a choice as to what kind of impact that is.
Jane Goodall
There are other actions brands can implement to engage consumers. We described them in the chapter “Consumer involvement” in the book “New Fashion – Overcoming the challenges of sustainability to be a brand in the new era of fashion”. Continue reading here:
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