In a recent presentation at Lisbon’s Textile Exchange conference, Kantar’s Jonathan Hall addressed the critical gap in the fashion industry's sustainability crisis. Despite innovations, legislation, and initiatives, the industry's sustainability isn't improving due to a disconnect between consumer intentions and actions.
Consumer Intentions vs. Actions
Kantar's latest data reveals that 85% of people globally express a desire to make better choices in fashion. However, only 29% are actively changing their behaviors. This stark contrast highlights the challenge in translating intentions into tangible actions.
Rising Production and Waste
Between 2000 and 2015, fashion industry production doubled, leading to a significant increase in waste. Currently, the industry generates 92 million tonnes of waste annually, with projections indicating a rise to 148 million tonnes by 2030. These numbers underscore the urgency of addressing sustainability issues in fashion.
The Need for Bridging the Gap
To achieve meaningful progress in sustainability, bridging the gap between consumer intentions and actions is essential. Education, awareness, and accessible sustainable options play a crucial role in empowering consumers to make informed choices and drive change in the industry.
By aligning consumer preferences with sustainable practices, the fashion industry can work towards reducing waste, minimizing environmental impact, and promoting ethical production methods. Collaboration among stakeholders, including brands, retailers, and consumers, is key to creating a more sustainable future for fashion.
As the industry continues to evolve, addressing the disconnect between consumer intentions and actions will be paramount in driving positive change. By working together towards a common goal of sustainability, the fashion industry can overcome its challenges and pave the way for a more environmentally conscious and ethical future.
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