By Daniel Cymes

As the modern-day consumer grows increasingly conscientious of how his/her purchasing power impacts the environment, fashion and beauty brands have been challenged to seek out executives who can realign company values in an eco-friendly manner. Corporations within the fashion industry have begun to tackle this problem by hiring individuals who hold the title Chief Sustainability Officer, or CSO for short (Mcdowell, 2019, para. 1). Although CSO-like roles are far from a recent phenomenon, only in the past few years has the importance of its position been magnified (Mcdowell, 2019, para. 4). This is directly correlated to a growing number of companies’ focus on the creation and execution of sustainability goals as a part of its business strategy (Bright Outlook for Sustainability Careers, n.d.).

In conjunction with these evolutions, the number of companies that employ individuals who hold a CSO position quadrupled between 1995 and 2008 (Bright Outlook for Sustainability Careers, n.d.). Today, the need for the sought after CSO positions have surged to the biggest multinational companies all over the world (Breene, 2014, para. 3). This indicates that an increasing number of brands are not only shifting the aim towards developing products that appeal to the public, but also placing the welfare of the environment at the forefront of its business objectives (Mcdowell, 2019, para. 8).

Realizing that ecology and the economy are not opposing forces is the first step in understanding the roles and responsibilities that a Chief Sustainability Officer possesses (Mcdowell, 2019, para. 12). Companies look to Chief Sustainability Officers in order to find innovative ways to stimulate profit, while simultaneously creating a greener globe (Mcdowell, 2019, para. 10). Companies such as Burberry and Nike have taken major strides in the sustainability game, for both brands have gradually incorporated recycled materials into clothing lines (Mcdowell, 2019, para. 13). Specifically, the British clothing designer Burberry has launched a fashion line that consists solely of recycled materials, in order to combat environmental waste issues (Wightman-Stone, 2019, para. 2).

Although Burberry is a luxury brand, the steps it has taken to create an eco-friendly market in the fashion industry will help push a variety of brands to follow suit (Wightman-Stone, 2019, para. 4). For example, companies such as Adidas and H&M are now utilizing sustainability officers in order to further tackle environmental issues like climate change (Mcdowell, 2019, para. 17).

By Grace Garvey

Wearing sustainable clothing not only shows a person’s love for fashion and trends, but it also represents an individual’s personality, values, and lifestyle. It is no doubt that Millennials will spend $70 on a cotton t-shirt if it means that they are contributing to the environment’s benefit. Social media play a role in brand loyalty in the sustainable fashion industry because influencers are advertising the similarities that align with the customer, such as values, aesthetics, and lifestyles. Followers — aka the consumers — appreciate social media influencers because of their loyalty to sustainable brands, in turn, influencing the followers to become loyal to ethical fashion brands. 

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Let's see what @MinorHistoryNYC is all about! #New #Unboxing #FirstImpressions #Fashion #MinorHistorians #ConsciousNChic

A post shared by #ConsciousNChic for feature (@consciousnchic) on Feb 5, 2020 at 4:07pm PST

Instagram is a key platform for social media influencers. Influencers are able to connect with consumers on a more personal level that conventional advertising does not meet. Kathleen, a sustainable fashion blogger since 2009, has pioneered this movement by using Instagram to promote “progress, not perfection” (Osment-Le, 2020, para. 7). Her goal is to motivate people to become sustainable, even if it takes one step at a time. According to an article in Forbes Magazine, the fashion industry is influencer-driven and the influencers are beginning to realize the shift in consumer values (Bogliari, 2019, para. 21). Brands are now using social media to predict the wants and demands of products to be able to produce accordingly. With this being said, it is safe to say that sustainable fashion influencers are promoting the most effective and best messages for brands. Influencers are becoming the backbone of advertising to Millennials, especially in the sustainable fashion industry. 

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I snagged this beautiful piece from a street vendor in New York! It's so vibrant and dripping with culture! 😍 Can you guess where it’s from? A) Thailand B) Nepal C) Peru D) Nicaragua #celebrateculture #sustainablefashion #ConsciousNChic⁠⠀ .⁠ Check out my stories to see footage from the day @j3ssicak3lly & I found this beauty (& more)! ❤️❤️❤️ .⁠ .⁠ .⁠ .⁠ .⁠ .⁠ .⁠ #wiw #styleinspiration #myable #belkazan #ethicalfashion #artisanmade #poc #ethicalstyle

A post shared by #ConsciousNChic for feature (@consciousnchic) on Jan 22, 2020 at 4:16pm PST

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.

By Grace Garvey

Sustainable fashion brands all carry the same mission: saving the planet. Ethical fashion can be found beyond pre-loved clothing items on online consignment stores. The trend of switching to sustainable fashion is spreading to high-end fashion companies that are passionate about promoting their passion for the environment. Shopping sustainably can come with a high price if they are searching for first-hand, never worn items. The Sustainable Appears Coalition “is the apparel, footwear, and textile industry’s leading alliance for sustainable production” (The Sustainable Apparel Coalition, n.d., para. 1). With this being said, many brand-name stores like Brooks, L.L. Bean, and Columbia are members of this coalition to assure eco-conscious fashionistas that shopping sustainably is worth the price. The 200+ members in this coalition market their apparel to consumers that enjoy high-end brands as well as involvement in saving the planet. Patagonia and the SAC work together to “reject fast fashion by creating high-quality, long-lasting products and offer a repair and reuse program” (Wolfe, 2017, para. 2). From campaigns to advertisements, Patagonia involves an environmental benefit in every aspect of their marketing. With everything it advertises, Patagonia uses non-traditional advertising to reach its audience by evoking emotion in each touchpoint.

Patagonia targets environmentally conscious buyers, who value quality, and companies that are loyal to the outdoors they love. Because Patagonia is committed to using resources that will continue the movement of changing the environment, eco-conscious fashionistas, especially Millennials, are making the expensive switch to sustainable fashion. Patagonia leads the market for outdoor apparel and leads the way to protect the earth. Patagonia’s iconic “Don’t Buy This Jacket” campaign is an example of how sustainable fashion industries use advertising tactics to motivate consumers to hop on this trend. By using a shock tactic, its message was telling consumers to refrain from buying what they don’t need by picturing Patagonia’s popular fleece jacket that lasts a lifetime. The jacket displayed is  “60% recycled polyester jacket, knit and sewn to a high standard; it is exceptionally durable, so [consumers] won’t have to replace it as often” (Bovy, 2015, para. 2). Its slogan, “Built To Last,” is another tactic used to market the company. From its devotion to creating products that last a lifetime to supporting organizations that urge an end to the land, water, and climate crisis, Patagonia’s successful advertising, and marketing tactics drive the trend of Millennials switching to sustainable shopping (Nielsen, 2018, para. 4).

By Daniel Cymes and Kelsey Williams

Why do millennials love sustainability so much? How has the sustainable fashion movement captivated individuals all across the globe? For starters, sustainable fashion does not conform to a particular style or trend. In other words, it looks just like the clothing items one might find when browsing a fast-fashion retailer.

Sustainability is not merely a fashion trend, it is a global phenomenon that found its beginnings in 1992, at the Earth Summit in Rio de Janeiro (Sustainable Development Goals, para. 1). During this convention, over 178 countries agreed to work towards the improvement of human life and protecting the global environment (Sustainable Development Goals, para. 1). The goals set in place by this summit live on to this day through the creation of ‘The 2030 Agenda for Sustainable Development’, which comprises 17 Sustainable Development Goals (SDG’s) that seek to tackle climate change and preserve oceans and forests through the improvement of global society (Sustainable Development Goals, para. 1). Through the path paved by global leaders, the fashion industry has sought to capitalize off of consumers’ increasing desire to positively impact the environment.  

Millennials have grown up in a digital world (Cheng, para. 3). It is no secret that one can gain an abundance of information through the powerful tools of social media and other media outlets that generations in the past had no access to. Individuals are now able to obtain information that educates and provides a view of what happens behind the scenes in the life of a company; in particular, textile producers (Cheng, para. 3). Advertising teams of sustainable fashion brands use this to the advantage of the companies. These teams bring to light the harmful effects that the fast fashion industry has on the environment, simultaneously drawing the shopper’s attention to the ethically sourced and sustainable items produced by organizations that are centered around sustainability.

Sustainability sells itself. It does not have a particular look and one does not have to be a certain shape or size to be “on trend” in the sustainable fashion industry. The beauty and the excitement behind the garments is that it is eco-friendly and thousands of lives are saved from unsafe work conditions. Simply stated, by participating in living and shopping sustainably, individuals’ take responsibility for the earth they live in and protect and help the lives of others. These are just a few of the exciting elements that define sustainability. That is why sustainability sells.

Youtubers as an Advertising Medium

By Riley Cook

Beauty, fashion, and lifestyle channels on YouTube are known for heavy sponsorships; however, as the fashion and beauty industry evolves, so are the brands YouTubers are willing to endorse. A common trend for Youtubers is to post “hauls.” “Hauls” are a type of video in which an individual discusses and shows off his/her recent clothing purchases and favorites. In turn, many fashion brands use popular YouTubers as a medium of advertising (Hanke, 2020, para. 3).

The specific video linked and pictured in this post is one in which Tatiana Ringsby, a YouTuber with 390,000 subscribers, addresses “the truth about fast fashion.” For a large portion of the video, however, she promotes Divinius, a “sustainable, ethical, and transparent luxury fashion” brand (Socially Conscious Women’s Fashion Brand). Ringsby also includes links in the description of specific products she wore/mentioned throughout her video as well as a code for 10% off (Ringsby, 2020).  

Newer generations of consumers (Millennials and Gen Z) have proven to be much more passionate about the environment than others and are thus willing to spend the extra money on brands that have been deemed sustainable (Pasquarelli, 2019, para. 2). As a result, many sustainable fashion brands have turned to trendy YouTubers to promote themselves. The video, as well as its comments, inadvertently addresses the increasing consumer demand of “truth and transparency” and how it is seen as popular and cool (Pasquarelli, 2019, para. 7). One comment is “Thank you for using your platform to talk about such important topics!” Another is “You should reach out to Reformation, they are my favorite brand and they are super sustainable.”

There are countless YouTubers like Tatiana Ringsby who use their platform to gain awareness about sustainable fashion, often endorsing eco-friendly brands as they do so.