The Overconsumption Mindset

Nearly three in four adult Britons (74%) reported feeling very or somewhat worried about climate change in 2022, according to the Office for National Statistics. This means consumers are more aware of their impact on the environment and the challenges they will face shortly. To reduce their carbon footprint, some are turning to veganism, and plant-based food sales are expected to increase fivefold by 2030, according to Bloomberg Intelligence. They are also purchasing sustainable beauty and wellness products or turning to electric cars, sales of which  increased by 40% in 2022, according to Heycar. But some of these eco-anxious consumers aren’t investing in sustainable clothing, while other consumers don’t make all their purchases with climate change in mind.

‘There’s a bimodal effect happening,’ Dr Daniel Benkendorf tells LS:N Global. ‘The shift is in the right direction, and consumers are more aware than ever. But for the larger share of the worldwide population, even if they were interested in sustainability at some level, it isn’t at the top of the list. Fashion companies and individuals concerned about these issues struggle to break through the noise and make it a priority.’

A recent study by Pew Research Center confirms the professor’s claims, as the Americans surveyed ranked climate change 17th out of 21 national issues in January 2023. While most Americans view climate change as a significant threat and support the US becoming carbon-neutral by 2050, it is a lower priority than issues such as strengthening the economy and reducing healthcare costs.

To catch up with players in the sustainable food and beauty industry, conscious fashion brands must rethink their approach to branding to attract younger consumers with good storytelling while meeting a growing demand for resale and rental fashion.