3 MIN READ

Ever wondered why it’s so difficult to make sustainable choices when it comes to buying clothes? That comparing for example one brand’s CO2 footprint to another is almost impossible. Let me share with you why this is.

In October of last year, I listened in on Innovation Forum’s webinar “Addressing gaps in sustainability: why fashion brands need more data”. The webinar was in conjunction with the launch of the 32-page report Is sustainability in fashion? Industry leaders share their views written by The Economist Intelligence Unit (EIU).

Here are some key points to help you understand that although it is clear that brands have a large role to play in the industry becoming more sustainable, we as consumers also have a part play in the story.

It is no secret that the fashion and textile industry is one of the most polluting industries only second to the oil industry. At the rate it is going it is not sustainable due to the disproportionately use of natural resources, the waste it generates and the non-transparency in the supply chain that is leading to more and more human rights violations of workers.

According to the EIU report consumer demand is high on the list of what will drive sustainability over the next ten years.

The road ahead - Consumer demand 21%

(courtesy of The Economist)

Compared to previous generations today’s consumers list sustainability as important in their decision on whether to buy from a brand or not. In the past 5 years I certainly look at where a product is made, how low is the price point and whether the brand gives back in some way to society. In a nutshell I am willing to pay more knowing that a product is fairly made or has a lower impact on the environment. For example, if a product’s price point is ridiculously low and was made in Bangladesh it makes me wonder who made this garment and how much were they paid to make it!

In order to understand why it is difficult as a consumer to compare brands from a sustainability point of view we need to understand the challenges within the industry itself. These challenges include:

Reliable and comparable data leading to aligned standards:

There are so many approaches and methodologies with each brand collecting data in their own corner that there is no standard in the industry. According to the report leading brands need comprehensive standards and certifications to provide evidence of their sustainability commitments to consumers. Katrin Ley, Managing Director at Fashion for Good sums it up well when she states,

“[Standardized data collection methods] reduce costs and aligns what you are measuring. If you could eventually use this data for consumer storytelling it would really help shoppers understand what products are sustainable.”

Supportive Policy Makers:

More involvement from government. There is a need for support and guidance from policymakers on how best to produce, distribute and recycle these goods.

Capital and Investment:

Brands are hesitant to invest in innovation (e.g. new ecofriendly materials) as there is no clear return on investment in the long run. Let’s face it running a sustainable business is expensive. As stated in the report more investment is needed to bring sustainable solutions to scale, making sustainability more affordable for producers and consumers alike.

Until these challenges are met, we as consumers will continue to shop in the dark. The report states that companies need to encourage consumers to pay the necessary premium for more sustainable goods by adopting clear, coherent and inspirational messaging that brings customers along on the sustainability journey.

Over the years that I have worked in sustainability I cannot stress the importance of conveying a clear message through engaging stories in order to get buy-in on why sustainability is important. People need to feel that they are taking part in something bigger than themselves.

What can we do as consumers?

Ask your brand who made the clothes.
Put pressure on your favorite brand to take on or think more sustainably.
Look to see if a brand is really walking the talk, are they greenwashing?
Pay a little more for a sustainably made product, the higher the demand the lower the costs will be in the future.

Do you shop with sustainability in mind? Share in the comments!