Shifting the fashion narrative: rethinking aspirations in a world of overconsumption

In less than a decade, Black Friday has become a global event. The guise of reduced prices incentivizes overconsumption and allows industries to profit from their leftover stock, incentivising them to keep overproducing and increasing their impact on the environment. Research from money.co.uk found 2021 Black Friday sales could be responsible for over 386,243 tonnes of carbon emissions[1]. Conversely, however, there is a growing movement to boycott Black Friday, with numerous brands refusing to take part in the discounts. This ties to the fact growing sustainability concerns for fashion consumption rates are taking root. We know there are not enough resources on Earth to meet the demands that are being fueled and how damaging it can be to accelerate them with a day like Black Friday… So how can consumer passion for a good fashion deal be harnessed for a sustainable future? 

The global sustainable fashion discourse highlights progress made on value chain transparency and accountability, lifecycle improvements at key stages (e.g., alternative textile materials, production techniques), and maximizing textiles viability in the market. The role of social justice, workers' rights and gender equality is of equal importance and consideration. Yet less attention is devoted to what drives overconsumption, which defines the magnitude of the problem, and to creating and maintaining a new, more sustainable narrative based on a reducing the volume of purchases, redirecting aspirations and facilitating business model change.

This event will highlight that consumption change is where the biggest need and opportunity for sustainability lies. It will showcase speakers from the forces that influence consumption and shape aspirations, underscoring areas for hope and defining where we should focus our efforts.