How can activists be successful at creating change in the sustainability of the fashion industry?
- Tara McReynolds
- May 13, 2020
- 4 min read
The dissertation topic was extremely topical and therefore it is hard to capture all the points within such a short blog, but I hope to capture the essence of the essay and the conclusion gained from my studies so that you can better understand what I am interested in and how I feel the fashion industry will inevitably change to becoming more sustainably focused.
The current fashion industry has allowed brands to focus on profits for too long and not deal with the long-term implications of over-consumption to the ecological system. The industry is reliant on finite resources such as cotton and excessive use of water, as well as the chemicals, dyes and pollution of transportation. This has made the industry the fourth worst polluting industry.
As well as this, the reliance and exploitation of workers in LEDC who are underpaid and working in poor conditions means the industry has no choice but to change. Businesses are under scrutiny, facing a society that is forever seeking the truth of business practices as a result of an increase in awareness of the severity of climate change. The research shows that to achievesignificant change, it will require everyone working as a collective to lower the industry’s carbon footprint.
Activists are crucial for uniting people, forcing the public, government and businesses to take notice, listen and act. Extinction Rebellion and Greta Thunberg have created significant change in just over a year, and their disruptive campaigns have played a fundamental role in educating the public, forcing government and businesses to respond.
Activists have shown that it is a generational divide, previous generations have been consuming at an unfathomable rate, later promoting the younger generation to have the same ideals. However, youths are more educated and willing to accept the necessary changes to prevent the collapse of the ecological system. Yet, the government i.e. the older generation have consistently prioritised investments in unsustainable energy sources such as fossil fuel, focusing on growth and profits. So, unless these interests adjust to more sustainable practices, change on a large scale will be impossible.
The fashion industry has relied on the publics love for fast-fashion as result of growing social media influencers, prompting people to buy into continuously changing trends. However, fast fashion has resulted in vast amounts of waste, the wear-once throw-away attitude has resulted in the quality of clothing reducing in order for manufacturing to keep up with the demand. It is essential for consumers to change their perception, in order to extend the longevity of clothing.
This is where activists play a vital role, educating consumers of the true cost of buying into the industry.
However, consumers are sold a lie by some brands, an increase in greenwashing in which businesses make claims about sustainability without the practices aligning with the promises. This has made it increasingly difficult for consumers to know how to make better shopping decisions; consequently, the businesses who are successfully working towards sustainability are struggling to let their USP ring true. Therefore, activists are essential in forcing all brands to be transparent, driving businesses to be truthful about their practices. Thus, having a positive impact towards significantly changing
What was the conclusion?
1. Businesses use of finite sources in order to feed fast fashion demand. This linear model has led to waste and throwaway shopping habits. Businesses are aware consumers are demanding change; which has unfortunately resulted in a. rise in greenwashing.
2. The key issues within government is the rise of far-right politicians, which has resulted in the public demanding a shift in power, backing activists who are forcing government and businesses to change. The need for change is clear after the government was seen to be acting unlawfully against Extinction Rebellion. The shift towards Green MPs having more of a voice in parliament is encouraging. Activists should continue to target the public, as change comes from people demanding government and businesses to act.
3. The power of social media; to change marketing from promoting fast fashion and instead to promote slow fashion and increase awareness of environmental issues. The research demonstrates the positive impact influencers and celebrities can have at impacting peoples’ perceptions on fashion and the environment. (This was a key point which led to my next module, Instagreen.)
4. Similarities with the on-going feminist movement, demonstrate the need for consistent and disruptive campaigning for consumers, government and businesses to respond.
5. When changing the status quo, a multitude of channels – from physical demonstrations to social media activity – are required to reach the population and generate momentum. Today’s activists have adapted to popular channels like social media to have the most impact, moving their methods to fit in with consumer behaviour.
6. Businesses have to overcome the issue of compromising profits to be more sustainable in the short term to be successful in the future. The dissertation concludes that change is drastically needed and offers the best strategies moving forward for government, businesses, activists and consumers. In order for significant change to be made by the fashion industry to be more sustainable.
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