Rethinking Sustainable Fashion Communication

There's an interesting paradox in fashion today: while consumers express strong preferences for ethically sourced clothing, their purchasing decisions often tell a different story. But rather than pointing fingers, let's explore a more nuanced perspective on sustainable fashion choices.

Understanding Consequences: The Key to Rational Decision-Making

A recent Business of Fashion article highlights a fascinating trend: even as sustainable fashion hits the mainstream, companies like Shein and Temu continue building empires on fast, cheap production. As Shannon Welch, PR consultant for Fashion Revolution and the UN's Fashion Impact Fund, points out, "Quality and price are way more important" than sustainability messaging alone. This disconnect between consumer values and actions isn't just about price tags - it's about how we communicate sustainability itself.

This observation aligns with a fundamental principle in moral philosophy - that rational moral decisions require understanding the consequences of our actions. But here's where it gets interesting: instead of prescribing what consumers should or shouldn't buy, what if we focused on providing clear, accessible information about the impact of their choices?

The Power of Choice

When we understand the consequences of our purchasing decisions, we're better equipped to align our actions with our values. Some might prioritize environmental impact, others ethical production and some might need to balance these concerns with price point - and that's okay.

The key isn't to shame consumers into specific choices but to empower them with knowledge. This approach respects individual agency while acknowledging the complex reality of consumer decisions.

However, the ability to make rational decisions only works if we create a space of radical transparency. The journey toward ethical production and consumption is one we're all walking together. No brand's path is perfect, just as no consumer's journey is without compromises. When we create a space where brands feel safe to openly share where they are in their journey, acknowledging both progress and areas for growth - we enable consumers to make choices they stand behind, paving the way for values-first progress.

Looking Forward

As we continue to study consumer behaviour and value alignment in fashion (including our ongoing research with Harvard's STAR Lab), one thing becomes clear: the future of sustainable fashion communication lies not in prescriptive messaging but in transparent information sharing and respect for consumer choice.

So we ask,

What matters most to you when making fashion purchases? 

Would having more information affect your choices?

- WALK.