Will The Fashion Industry Ever Be Sustainable?
Part 3: An analysis on whether the Fashion Industry will ever become TRUELY sustainable (hopefully in our life time!)
Happy New Year! Kicking off the new year we are going to be discussing whether the fashion industry could ever be sustainable. Previously, we spoke about how you could make your own fashion brand more sustainable, and how you could spot a truly sustainable brand while shopping, well now we are looking forward to a new year and the big picture.
Some scary but need to hear facts to start off with according to the BBC, “the fashion industry accounts for about 8-10% of global carbon emissions, 20% of wastewater, and 10% of greenhouse gas emissions (from human activity)”. To put this into context, the fashion industry uses more energy than aviation and shipping both combined.
How did we get to this? An industry all about self-expression and identity is harming the planet, but why? It started after the Second World War when the economy needed boosting so cheaper clothes were made, and yes, they were made of micro-plastics. Global consumption of synthetic fibres was around a few thousand tonnes in 1940 and by 2018 it was 60 million tonnes. Polyester is now the most commonly used fibre in textiles, and not only is the actual fabric damaging but so is the processes that surround it.
Looking to the future sustainability is now at the forefront of consumers minds. McKinsey conducted a survey where they found that 67% of respondents consider the use of sustainable materials to be an important purchasing factor. So, if the customers want sustainability and brands provide their wants then surely the industry will become sustainable.
The conversations surrounding sustainability within the fashion industry have grown year on year, and currently one third of sustainability conversations are accounted for by the fashion industry. Within the industry over 90% of executives state that sustainability is critical to the future of fashion.
The ways in which the industry is becoming sustainable is vast. From changes in manufacturing, to which materials are used, to the design process of creating longer lasting clothes, to the logistics of getting it from one place to another, there are so many avenues business and brands can go down that best suit them. With the technology boom in fashion, we have much better models on how to run business in the most sustainable way. Forecasting trends and sales to not over produce and be left with loads of waste is not only beneficial to the environment but to the brand as well.
Models like these have been around for a while, so why is the fashion industry still unsustainable as a whole? Simply, it takes time. Change implementation is not an overnight thing, business need a little longer to be able to adapt. Think about how long it takes to set up a fashion business from the first day of the idea to the first day of selling, not overnight. For these big brands (that tend to be the worst polluters) adopting a sustainable initiative is like changing the entire business model and will take time to implement. According to Mauricio Vianna, a leading sustainability advisor to Fortune 500 companies, the areas that yield the greatest sustainability reforms are; energy sourcing and consumption, waste management, ESG framework and reporting, diversity and inclusion, and circular/regenerative approach. Looking at those 5 areas, I can already think of examples in the fashion industry where brands are making strides.
So overall, yes, the fashion industry still has a way to go in terms of sustainability. However, the foundations for change are already there, customers and demanding it, and companies are listening. As an industry we need to wrap our arms around the business that are making strides, supporting the brands that are tackling sustainability, to encourage others to follow suit.
Thank you for reading and please leave a comment below with your thoughts about if the fashion industry can ever be sustainable, we love to hear from you!
Peace and Love,