Transparency Isn't An Option For Consumers Now, It's An Expectation

by: Well Made Clothes Staff | 2 years ago | News

Image: Natalie Westling by Jamie Hawkesworth for T Magazine. Image source.

A recent report by sustainability not-for-profit organisation WRAP has found that, as households across the UK have actively taken better care of their clothes, the rate of waste has also dropped. But Business of Fashion goes one step further to define “new consumerism” with respect to not just minimal waste, but also transparency and sustainability more broadly speaking. This shift comes as shoppers start to gain a greater understanding of how the fashion system operates and seek to align their purchases with their values in the process.

Coined by research firm Euromonitor, the term ‘new consumerism’ is “about today’s consumers reassessing their priorities and increasingly asking themselves what they truly value,” says Sarah Boumphrey, Euromonitor’s global lead of economies and consumers. “[And] conscious consumption replacing the conspicuous consumption of yesteryear.”

So as a result, BoF lists transparency as one of the 10 commandments of this new consumerism, pointing out that the modern shopper’s “knowledge of environmental issues and working conditions means they respond to transparent business practices”. Which means that opening up honest dialogue about production processes has now become an expectation rather than an option for consumers. Essentially this represents the very opposite of the fast fashion business model and thus spells a far more positive future for fashion as a whole.

In addition to this, sustainability is listed as another of the 10 commandments of new consumerism: “a demand for more sustainable materials and production methods is a key hallmark of new consumerism, according to Euromonitor”. And what all of this means, essentially, is that consumers are now driving the future of fashion. Unlike so many of the major conglomerates that have been steering things over recent years, modern shoppers are far more focused on a responsible outlook for the industry. Which bodes well not just for creativity and innovation in the fashion space, but also for improved worker’s rights and the overall fate of our planet.

Via Business of Fashion

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