You might not realize it, but you have the ability to change the world.
Your purchasing behaviors drive corporate actions. If you buy sustainable products you can make an impact starting tomorrow and you will shift product creation forever. But not everyone knows how to do the right thing? There are very few guidebooks on how to be a conscious consumer. Here are some things you can do to help.
Step 1: Avoid Companies With Bad Practices:
Fast fashion has dominated the past 20 years. Companies like H&M, Zara, Amazon and Walmart have given consumers incredible selection at deeply discounted prices. Consumers love choice and young consumers in particular want to have the latest styles to look good at school or for their instagram posts.
However, our behaviors are depleting natural resources and destroying ecological balance.
As more information arises, Millennials and Gen Z are now turning away from fast fashion. Apparel companies are the #2 producer of waste second only to the Gas and Oil industry.
1/3 of apparel is sold at full price
1/3 is sold at discount &
1/3 is never sold.
The garments that are not sold typically go to landfill or are destroyed. It’s a big problem and many people were not aware of this until a video surfaced of Burberry burning over $200 million of perfectly good clothes in order to protect the value of their brand. An uprising led to a decline in their stock of 26%. Burberry is not alone - they just got caught.
Many other consumers are being disappointed with the quality. Fast fashion is cheap - many times the garments don't last a year one of the biggest crimes to the environment and not everyone is aware of it. Also, since the quality is poor, consumers are throwing out the garments within the first year because of weak seams, poor color fastness or poor abrasion resistance. The best lesson you can learn is to not buy cheap disposable clothing.
Step 2: Purchase Quality Products from Quality Brands
Patagonia, Nike, Eileen Fisher, Boden, Thought Clothing and Everlane are all great sustainable brands that make quality products. They do a good job of being transparent. Patagonia is the gold standard for how larger brands can recycle, repair and reuse products. It’s a central part of their brand values.
Nike has become one of the largest and most transparent apparel brands. They are leading fashion sustainability with their Olympic uniforms and medal stand gear. And now on their website they are making it easier to find sustainable products with the pinwheel logo appearing on green products.
Step 3: Consider Alternative Solutions
If you are the type of person who wants the latest fashions, consider the following steps to improve the situation.
1_Thrifting
There are enough clothes on the planet to cover everyones backside ten times over. If you are buying a classic, such as a black leather jacket - don’t buy new. Go to a thrift store or an on-line retailer such as Beyond Retro or Depop. You will find excellent options, you will save money and you will be able to reduce your carbon footprint. It’s one of the major benefits to being so globally connected. You now have access to more choices. You can find the exact item that you are searching for.
2_Renting
Renting clothes is gaining popularity. One can imagine in 20 years from it will be as common as streaming movies. With renting you get more variety and a lower carbon footprint. Services like Rent the Runway and Le Tote Major brands like Ann Taylor have jumped into the rental market with huge success. Haverdash , But it does take some getting used to. It does give you more choices in your closet and consumers can
3_Avoid Dry Cleaning
Many people have been reducing the number of times they wash their jeans. Instead they are putting them in the freezer to kill any germs and maintain the fit, feel and comfort of the pants while killing the oder causing bacteria. If you can cut down on dry cleaning you are really helping to reduce the harsh chemicals used.
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