Consumer expectations drive change to sustainable business

Social movement campaigns around ethical fashion are a recognised driver of change. Campaigns seek to inform fashion consumers about where their clothes and shoes come from, and to lobby companies to change their sourcing and labour practices. They call on business to treat workers fairly, to prevent the use of toxic chemicals, and avoid waste and pollution affecting the environment.

Consider the ‘change your shoes’ campaign that exposes consumers to important triggers so they know the story behind the products they buy. Campaigns such as this can eventually influence market trends Reflect on how important campaigns such as this are in getting fashion industry businesses to develop sustainable practices.

There are many influences that can determine how a business develops a sustainable product or service for consumers. Consumer expectations are changing. Increasingly they are concerned about not only how good their clothes and shoes look, but also who made them. Some are choosing to buy from local boutique producers, others want to buy their favourite brand. Consumers want business to tell them the story behind the fashion they wear; it is not enough just to look good, they want the backstory on their fashion.

Poll

Watch the ‘Change your shoes’ campaign video. Think about what impact this might have on consumers and brands.

Tell us in the comments why you think a consumer would make a change to their behaviour after exposure to a civil society campaign.

• Belief that the change will benefit the broader society
• It matches their beliefs and ideals
• The new behaviour is innovative and inspiring
• They see the social justice and feel they want to be part of it
• They will expect more from shoe brands about ethical standards
• It is unlikely to change their buying behaviour