Greta Expectations: Five Reasons Shoppers Are Turning Their Backs On Fast Fashion

The fashion industry is one of the biggest polluting industries in the world. It produces 10% of all the world’s carbon emissions. Today, climate change dominates the news and shoppers are turning away from throwaway culture. With that in mind, brands are making an effort to reduce their impact. In fact, 150 fashion brands have joined the G7 Fashion Pact this year which aims to work towards science-based objectives concerning global warming. New research from Love The Sales shows that sustainability is one of the most important factors in Brits’ purchasing decisions. The findings reveal 1 in 10 turning their backs on fast fashion. 

What has caused this rift between consumers and fast fashion?

1)    The Greta Effect

As Greta Thunberg travels around the world giving lectures to world leaders, the consequences of global climate change are at the forefront of everyone’s mind. Research from Love The Sales shows that 8.6 million consumers care more about the ethical side of fashion today than they did ten years ago.

2)    The Youth Of Today

The younger generation, thanks in part to the internet, are vastly more socially conscious than past generations. Young consumers are the real driving force of this shift towards more sustainable fashion. Almost one-in-ten (8%) of 16-29-year-olds are focusing on buying fewer clothes. Psychologist Honey Langcaster-James says: “Consumers are more aware than ever that the choices they make now affect both their future and the future of society as a whole. From a psychological point of view, this tells us a lot about what is motivating people today and what influences their decisions.”

3)    It Is A Material World

Shoppers are more knowledgeable about the materials that their clothes are made of. Synthetic fibres such as polyester are inexpensive to produce and therefore have dominated fast fashion. Polyester is made from a reaction between coal, petroleum, air and water. The environmental impact of which is huge. As the public becomes more aware of the impact of their fashion choices we have seen a dramatic return to natural fibres – 9% of UK consumers said they are opting for more sustainable clothing.

4)    Workers Of The Amazon

There is a human cost to fashion. Most throwaway fashion comes from abroad and issues arise around workers’ rights, pay and living conditions, with big-name brands often falling foul of public perception. There is a growing recognition of the consequences our choices have on the workers who make the clothes. Nearly six million (9%) shoppers stated they are snubbing fast fashion in favour of a more sustainable industry.

5)    Hidden Costs

It is not just the environment that people are concerned about but also their wallets. Traditionally, throwaway fashion is not the best quality and by definition is seen as disposable. Although individual garments may be cheaper, the costs soon spiral. This is due to the speed of which trends change and garments need replacing more often because of poor quality manufacturing. As such Brits are looking for clothes that will last – over half (57%) believe that quality is ‘very important’ when purchasing clothes.