Millennial Consumers Have The Power To Fight Fast Fashion

by: Rosie Dalton | 1 year ago | News

Image: Awoah Aboah features in an H&M ad. Image source.

Fortunately there has been a great deal more information about the importance of ethical fashion over recent years. But we still have a long way to go and The Fashion Law points out how millennial consumers are key to enacting this progress. The main problem with the fashion industry as it currently stands is that fast fashion brands still run the show and, yes, some brands like H&M have improved their sustainability measures and labour commitments in certain cases, but their business models are still inherently unsustainable and exploitative.

According to a British lawmaker and sustainable fashion campaigner, Baroness Lola Young though, Millennials are becoming increasingly engaged with political and economic issues and equipped with the tools needed to fight fast fashion. "A lot of young people are very concerned about a whole range of social justice issues and therefore are quite willing to go into the fray when they know what is going on," explained Young, who founded an All-Party Parliamentary Group on Ethics and Sustainability in Fashion.

Young emphases the role that changing mindsets have in tackling labour abuses — and for that matter, environmental degradation as well. And engaged Millennial consumers are key to that social activation. She points out that, in particular, we need to push back against the “throwaway disposable society” and move towards taking a close look at how the garment industry works on a fundamental level. "Paradoxically, what feels like current political volatility has made some people sit up and think: 'What are we doing here? We've got to take more control over what's happening in this world and fight some of these injustices much more openly,'" Young said in an interview.

Of course, addressing all supply chain issues is a big ask, but Young notes that “you really need to look at your business models because they're not delivering this ethical industry that many of us would like to see.” One of the most effective ways of tackling fashion’s problems, Young believes, is supporting brands and organisations that are working on the ground to implement an effective monitoring system that would empower workers and enable them to fight for better conditions. "Time is running out in relation to the environment, time is running in terms of the dreadful impact that it's having on various communities and individuals around the world,” she says. “So you've got to get on and do something really really quickly," she said.

Via The Fashion Law

This article reflects these values click to shop the value

This article reflects these values

Tap value for more information

Shop related categories