Did you know that we all have a massive role to play in the fashion world? It’s not just about following trends, it’s about shaping them, and right now, we’re all asking for one thing: sustainability.
Just take a look at a recent McKinsey survey. In the early days of Covid-19, they found out that 67% of us value sustainable materials when we’re shopping for our latest looks, and 63% of us care about how a brand is stepping up to protect our planet. The fashion industry has heard us loud and clear!
There’s a lot of talk about sustainability too. According to Launchmetrics, conversations about sustainability skyrocketed by 54% during the first half of 2022, compared to the same time in 2021. What does that mean? It means we’re starting to make a difference! Now, brands need to step up their game and bring sustainability from just talk to action.
So, what does sustainability mean for fashion? It’s all about making and using clothes in a way that doesn’t harm our planet or the people making them. Sounds easy, right? Not quite. Our love for fashion currently leads to about 10% of the global carbon dioxide output and makes up one-fifth of the 300 million tons of plastic produced globally each year. But that doesn’t mean we can’t change. And guess what? The industry is ready for it!
In the past few years, fashion has been waking up to its environmental impact. It’s been digging into sustainability, with a staggering $618 million in media value around sustainability topics just in the first half of 2022. It’s clear that our favourite brands are open to changing things up.
Here’s some more exciting news. The way we talk about sustainability isn’t just about words, it’s about actions, like using sustainable materials and production processes. According to a recent U.S. survey, we’re willing to pay more for sustainable products than we were two years ago. Over a third of us even prefer brands that are environmentally friendly, and 28% of us have stopped buying from brands that don’t align with our ethical or sustainability values.
Brands are starting to listen to us! They’re incorporating sustainable practices into their operations. Take Levi’s for example. Their “Buy Better, Wear Longer” campaign is raising awareness and encouraging us to think more about our fashion choices. By featuring influencers like Emma Chamberlain, they’re talking to us directly, educating us on how cool and essential sustainability is.
Then there’s Patagonia, another brand smashing it in the sustainability game. They not only use sustainable materials but also help customers repair their clothes instead of buying new ones. Imagine a world where we wear our clothes for a lifetime!
Gone are the days when we thought sustainability was just a passing trend. It’s here to stay, driving real change in the fashion industry. Brands are starting to understand that they need to take meaningful action to be truly sustainable. We’re all in this together, and it’s up to the industry to be transparent and responsible, from the sample room to the sales rack. This isn’t just good for the planet; it’s good for us and our wardrobes too!
As the fashion industry continues to evolve, new sustainable solutions will keep popping up, fueling even more growth. So, keep an eye on this space, because sustainability in fashion is just getting started!