By Erica Arias
In a world filled with so many different industries, the controlling factor that drives an industry is its consumers. Without a consumer base to make purchases, a company can fall into bankruptcy and collapse. It has been seen time again and again that a consumer has the power to make a change if he or she is persistent. With the rise of social media, where consumers and businesses can interact with one another, consumers have more power than ever before. Apparel marketers are following and listening to consumer demand by leaping onto the green wagon of sustainability (Pasquarelli, 2019).
The rise of sustainable fashion was in response to consumers voicing their interest in making purchases that would reduce their impact on the environment. About 48% of U.S. consumers say they would change their purchase habits in an effort to save the environment (Nielsen, 2018). According to the study conducted by Nielsen, the fashion industry is forecasted to see a rise in consumers making purchases on sustainable products (Nielsen, 2018), as seen in the graph provided.
Nielsen graph depicting the forecasting predictions on sustainable product sales from 2014-2021 in the U.S.
Social media played a major role in informing companies and other consumers to make changes to look at more than just the style of the clothing consumers buy. Social campaigns like #slowfashion and #fasionrevolution have caught attention to make consumers stop and think (Pasquarelli, 2019).
Tweet by Margarida Vasconcelos using #fashionrevolution to promote ethical brands.
Brands now have to make the decision to either follow the trend or face backlash from consumers. If the decision is to join the movement, brands have to be careful with every step they take. One misstep can result in scrutiny from consumers and boycott. Such was the case when consumers discovered that Burberry had burned $37 million worth of unsold goods all in an effort to avoid having the brand image become diluted (Paton, 2018). Social media was able to spread the news of the scandal and consumers avoided buying products from Burberry (Paton, 2018). This is one of the many ways that advocates for sustainable fashion can make changes with the power of social media.
Sincerely Sustainable 
People can find comfort knowing they are doing something within their control to help the environment by looking at more sustainable options of fashion. Social media platforms allow consumers to see what other people and businesses are doing and promoting in regards to sustainable fashion. Companies are “hopping on the bandwagon” to reach their consumers by participating in trends that promote and support more sustainable options. There are videos and posts of people repurposing clothes they’ve acquired or put together outfits with articles one would not expect to go together, and it is inspiring consumers to do the same. Social media is the motivator for proactive consumers. Businesses are also appealing to environmentally conscious consumers by the materials they use and the packaging to distribute those products as well. Implementing new guidelines to increase and maintain sustainability will increase their sales and improve their consumer’s feelings toward their business.
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Social media is a great medium to show that harsh sacrifices do not have to be made in order to look good and feel good when making a purchase. Hopefully, more consumers and producers will take steps in helping to reshape the fashion industry towards sustainability!
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It is really cool that society is gravitating toward the movement of sustainable fashion—especially the millennial generation because they are so young and have so much influence on the next decades especially through social media. It seems that although sustainable fashion is helping the environment, it has also become a fashion trend among younger people. Because of this, it is a great move for companies to keep their products sustainable to appeal to younger audiences. The case study about Burberry was disappointing– that company does very well with their profit. They could have done things differently such as donating their products or reusing the material to prevent waste. Great article! Because consumers cannot shop in-person at the moment due to the pandemic it would be really cool to see an article about how consumers can use online media to shop sustainably.
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Millennials do have a significant influence and spending power when it comes to fashion and it is a great move for companies to appeal to this group. With the pandemic, there has been a slight shift in how a company markets itself through social media. It is a very sensitive time to be trying to sell products to consumers.
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It is great to hear that consumers are making informed decisions on where to shop. Fast fashion is extremely detrimental to the environment, so seeing people interested in sustainable choices instead is a step in the right direction. The power of social media being able to quickly spread messages that are either positive or negative should not be taken lightly. It is common for fashion brands to ruin clothes such as Burberry did to avoid devaluing the brands’ names. Hopefully the backlash Burberry faced will have these companies rethink these destructive practices. Brands need to research and really understand consumers’ values and how it impacts their purchasing decisions.
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Research is very important, and social media can provide a lot of information. Social media can provide companies with consumer feedback, but it is up to the company to decide on how it plans to use that information.
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This was a very informative article post. Sustainable fashion is definitely the new trend for clothing and accessories. People today are very mindful of sustainability, regarding fashion and food, to reduce environmental impact in operations. It is a great decision for brands to jump on the bandwagon, not only for the environment, but to grow and be competitive in today’s climate. If positioned and advertised correctly, sustainability can benefit brands too because it will increase brand value. Larger, luxury brand names such as Gucci and Salvatore Ferragamo have been practicing sustainability in fashion lines for years now. Consumers prefer sustainable brands, so if marketed effectively, people would choose to pay more for a sustainable coat, for example, than one that is not.
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The values that consumers hold dear can really impact purchasing behaviors. When a brand recognizes the need and pushes towards sustainability, it makes a consumer feel good about his or her purchase. Thank you for the comment!
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