Future thinking report NTU FMB by Claudia Golland

The

Word

...that everybodyâ&#x20AC;&#x2122;s talking about. 1

Future thinking report Sustainability: Ethical Consumption Claudia Golland N0735243 Word count: 3298

Ethics clause I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. Signed: CGolland Date: 07/11/2019

Contents...

Introduction & Aims page 6-7

Methodology

page 8-9

The Trend page 10-17 - Definition page 10-11 - Subtrends page 12-13 - Evolution page 14-15 - Origins of Ethical consumption page 16-17

Trend drivers page 18-23 - Social media page 18-19 - Generation Z page 20-21 - Transparency page 22-23

Consumer demographic

Industry impacts page Drivers- Fashion page 26-27 - Food page 28 Consumer - impacts Beauty page 29 Industry Trend Future/Conclusion

page 24-25

26-29

Trend future page 30 Conclusion page 31

Appendix page 32-33 References page 34-36 Bibliography page 37-41 Image references page 42-49

Introduction... Sustainability and Ethical consumption have, in recent years, become a hot topic for debate in how we as consumers need to adapt our actions to save the world from destruction. However, do we really know what this entails? And do we really know the actions it takes to ensure the safety of our climate? There is so much uncertainty surrounding this macrotrend that this report will use extensive research to inform the reader on what Ethical consumption and sustainability as a whole really means. This report will explore the trend of Sustainability, focusing on Ethical consumption and examining how its development has impacted society and businesses. This involves how the trend has shaped the mindset of consumers and the reasons behind the demographic that follows this trend. This report will also identify the origins of the trend, how it has evolved into what it is today and where it may go in the future. To conclude, a set of recommendations will be put in place to distinguish how ethical consumption could have the best possible future in fashion and the world.

1. 1.To thoroughly analyse

the sustainability trend with more specific examinations of Ethical consumption.

2. To use theories and

evidence to support relevant ideas and statements.

3. To use a wide range of

secondary research sources to solidify the validity of the findings.

Aims...

4. To identify the effects of the trend on different industries and the consumer.

5. To make appropriate

recommendations that can be used in Stage 1.

Methodology... Source Websites

Online articles and reports

Books

Advantages

Disadvantages

2. Examples

- Quick way to find information with lots of similar sites meaning it’s easy to compare data -Most recent research findings, new books and articles may take a while to be published online whereas, new web posts are immediately there for people to read when relevant -Easy to find specific information through search bar tools.

- Anyone can create a website without it being quality checked meaning unless referenced correctly and evidence is given, the information provided may not be completely correct. -People can pay to get their website at the top of the search meaning the websites with the most views don’t necessarily have the best information.

Trendone BBC Mintel

- Usually very well written by someone who has advanced expertise in the area and has widely researched the topic - Usually include a broad scope of primary research and statistics that are useful, as well as, references that can broaden your own reading.

- Sometimes to specific on a refined topics when you could want a broader overview - Writer could be biased about the outcome of their report so only give good evidence to support their own opinion.

‘Ethical consumerism’dissertation

- Books are quality checked before they’re published meaning any evidence given will be correct and approved. - Contents page makes desired topics easy to find with references to support which means you can explore subject areas further - Usually extremely well researched which gives full content and reliable evidence.

- Could be old and out of date, new events or social changes could have happened since the book being published that change the validity of the content - Some authors are interested in a particular subject area meaning there may be a bias in their writing.

Consumer Culture Celia Lurey, Psychology and consumer culture Tim Kasser and Allen D. Kanner

Source Film

Advantages

Disadvantages

Examples

- Creates a visual representation of the topic meaning different interpretations can be made on the topic - Adds emotion to the subject matter - can see the effects of the topic on the speaker - Can be more in depth and truthful as writing can be refined and edited after but people talking can’t.

- Film may be biased or exaggerated for entertainment purposes - May only touch on interesting topics, not the full story.

Interview with David

Social media

- Very current, most up to date form of news as information is posted instantly after it happens - Is a good way to find peoples opinions and reactions to events - can find out how society feel about whats happening - Quick, easy and simple way of finding information - shows topic in short simple ways that are easy to understand before elaborating.

- Anyone can post about anything on social media meaning many sources have zero credibility whether the information is correct or not - Usually just opinions with lack evidence or stats to support the statement.

Twitter Instagram

Secondary research as a whole

- Secondary research covers a very large scope of different sources meaning its great for finding factual and statistical data. As well as this, it means you can find opinions and statements from professionals that you wouldn’t be able to get with primary research. - Secondary research provides years worth of data that allows you to broaden your knowledge with a vast amount of information that couldn’t be found with primary research - Is quick and easy, doesn’t take too much time to find the information you’re looking for.

- Some disadvantages of secondary research is that the information you find may not be specific enough to the content you would like, this is where doing your one primary research is useful to gain public opinion and relevant stats. - Another disadvantage is it is hard to ensure the validity of many sources due to the author or date it was published.

The Trend...

“Sustainability is the development that meets the needs of the present without compromising the ability of future generations to meet their own needs” - (Brundtland Commission Report of the United Nations in 1987) Sustainability is a very broad concept to understand. Having grown from a macrotrend into a mega trend, most consumers would disregard a brand if they didn’t have sustainable practices. This leads on to the macro trend of Ethical consumption. Ethical consumption is a conscious lifestyle choice whereby consumers rate a range of products according to their moral considerations, such as, being vegan, fairtrade, or cruelty free. This derived from the mega-trend of sustainability, as a result of the unsustainable growth across all industries due to consumers’ undeniable desire for goods and services.

3. However, to contrast this, thereâ&#x20AC;&#x2122;s a growing angst among ethically considerate consumers due to the current knowledge we have about the detrimental effects to the current environment. The Ethical Consumer Research Association is a company that collects and categorises information of over 30,000 companies according to their performance on the â&#x20AC;&#x2DC;Ethiscoreâ&#x20AC;&#x2122;. This allows the consumer to be able to differentiate between brands that produce goods ethically or not, (Ethical consumer, 2018)(see appendix 4). Having such a broad scoring system allows the consumer to shop easily without having to research a brands company ethics into great detail, making it easier to be ethically conscious than ever before and is pushing trend growth.

...Sub Trends “The concept of sustainability now has an influence on a wide variety of global debates. The entire economy, power generation, production, agriculture and consumer goods sectors are scrutinised for their degree of sustainability.” (Trendone, 2019) As a mega trend, Sustainability has a broad variation of macro trends that categorise into it and contribute to driving the trend forward. Ethical consumption is one example but trends such as Zero waste and the Circular Economy are also vital to a more sustainable future, and cross over with other sub-trends which assists drive for one another.

Zero waste Zero waste alongside Ethical consumption is a massive subtrend that influences society in many of ways. It is defined as; “The conservation of all resources by means of responsible production, consumption, reuse, and recovery of products, packaging, and materials without burning and with no discharges to land, water, or air that threaten the environment or human health,” (Zero Waste international alliance, 2018).

A brand example is ‘Too good to go’. The brand has devoted their mission to reducing the worlds food waste. This is an app which allows local businesses to post any leftover meals, giving consumers the opportunity to buy and pick it up at a discounted rate before it’s disposed of. “The businesses get to reduce their waste and also have potential new customers try out their food. Both contribute to a better environment,” (Too good to go, 2019). This shows one of many unique initiatives to reduce waste on the planet. 12

Circular economy

The Circular Economy is another important sustainability macro trend. It is greatly related with zero waste however, instead of using less, the Circular Economy reuses resources. The definition of the Circular Economy is â&#x20AC;&#x153;an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life,â&#x20AC;? (WRAP, 2019), (see appendix 1). This is very important for our future, especially in fashion as it is estimated that ÂŁ140 million worth of clothing is sent to landfill every year (WRAP,2019). A brand using circular economy to be sustainable is Timberland shoes. They partnered with tire manufacturer, Omni United, to produce footwear that used recycled rubber from old tires, (Benzaken, 2018). This demonstrates how brands can collaborate to be more sustainable in their resources.

Over 30 tonnes of highly toxic gas released from Union Carbide pesticide plant in Bhopal, India. This was the worlds worst industrial disaster leaving 10,000 dead and 300,000 injured. 14

United Nations General Assembly adopts the Universal Declaration of human rights.

1811 1920 1937

“The Greenhouse effect” the term is first used by assistant professor of Geography, Glen Thomas Trewartha

1948

Post WW1 the League of Nations is founded at the Paris Peace Conference.

‘The Silent Spring’ by Rachel Carson links agricultural pesticides to the damage of animal species and human health.

1962

The first Earth day is held. 20 million people in the US participate in peaceful demonstrations

1984

Clean Air Act passed by UK government in response to Londons Great Smog.

British workers protest the loss of skilled jobs due to new machinery in the textile industry. This was called The Luddite Movement

The Stockholm Declaration leads to the establishment of many national environmental protection agencies and the United Nations Environment Program (UNEP)

1972

1713

First sign of conscious consumption after WW2 as consumer goods are scarce.

1956

The US public health service begins checking air pollution and reports sunlight has cut by 20% to 50% in New York.

1970

1928

The abolition of Slavery in Britain with the government encouraging other nations to follow.

1939

Hans Carl von Carlowitz invents the term ‘sustainability’ – Nachhaltigkeit – due to Saxony’s disappearing forests.

1833

Evolution of Sustainability...

1985 1992 2000

Over 1,100 people killed in the collapse of the Rana Plaza factory in Bangladesh. This led to widespread criticism of large fashion brands for the lack of action to improve working conditions.

2013

UN held climate action summit in New York City, with aims to reduce greenhouse gas emissions by 45 per cent over the next decade, and to net zero emissions by 2050.

UN launches the Millennium Development goals that were set to be achieved by 2015

President Trump withdraws the USA from the Paris agreement while the other nineteen members of the G20 reconfirm.

2017

Global goal of limiting global warming to below 2°C set at The UN Paris Agreement. The UN also launched a list of sustainable development goals.

The Rio Earth Summit - 172 governments make an agreement on the United Nations Framework Convention on Climate Change.

Future

1987 1996 2006

Cap on greenhouse gas emissions in California, the EU agrees to cut CO2 emissions the following year by 20% by 2020, compared to 1990 levels.

2015

Sustainable development is defined as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs” by the UN’s Brundtland Commission

Unilever releases its first Environment Report and creates an external Environmental Advisory Group.

2019

The Antarctic ozone hole is discovered by British and American scientists

Origins of Ethical Consumption... Ethical consumption first became a concept before people understood why sustainability is vital for our future. Ethical consumption was mainly in regard to benefit human ethics and the consumer themselves. One example is in the late 19th-20th century there was an increasing emphasis on consumer rights. This was essentially a movement to ensure the consumer would â&#x20AC;&#x2DC;get what they paid forâ&#x20AC;&#x2122;. These movements stemmed from the post industrial revolution breakthrough of mass production meaning that, after centuries of scarce resources, consumers could purchase more for less and have more choice in doing so. Therefore, consumer consciousness soon shifted from being careful to a new economic focus of their own consumer rights.Â Associations such as the British Consumer Association were created to protect the consumer and their economic interests from being exploited by big corporations. This was the first step towards the brand transparency we see today.

Following from this it can be seen how ethical consumption evolved from human ethics for the consumer, to human ethics for workers. For example, in the mid-twentieth century consumers boycotted the products of apartheid South Africa in protest of the major racial discrimination it held, pressurising businesses to disinvest. This was just one of many movements that contributed towards the end of slavery and the increase of ethical consumption.

As well as this, in the 1950s Oxfam UK became the first European trace of fair-trade by selling crafts made by Chinese refugees. In 1964, they created the first Fairtrade Organisation, with other European countries following shortly (WFTO, 2015). Fair trade ensures all farmers and workers are given financial and job security with better working and living conditions. According to the FairTrade foundation there are over 1.66 million farmers and workers in 1,411 producer organisations across the Fairtrade system. (Fairtrade foundation, 2019) This shows how, in the last 55 years, consumers have become more conscious of what they’re buying and how their choices could change lives of others

When it comes to the origin of ethical consumption for environmental purposes, the main cause is due to the expanding knowledge available to us. The consumer now has a deeper understanding of what goes into the production of items and how it can be detrimental to the environment. One of the first major steps towards a sustainable planet was United Nations Conference on the Human Environment in 1972. This had 26 declarations concerning the environment, with principle 19 being that environmental education is essential. It states education is “essential in order to broaden the basis for an enlightened opinion and responsible conduct by individuals” (Declaration of the UN Conference on the Human Environment, 1972). This therefore shows that, since the declaration increased the education available on the issue of sustainability, consumers morals have developed into the more ethically thinking consumer we have today.

4. Drivers... Trends do not become macro or mega trends without contributing external factors driving it into long term significance. Without trend drivers, there would be limited knowledge and understanding. For such a world renowned trend like Sustainability and Ethical consumption stemming from this, the drivers are vital for the push towards a greener future.

...Social Media Social media has developed into an unstoppable driving forcefor spreading the voice of sustainability. It allows people to educate, have opinions and ask questions on matters they may never have before considered. With the world in climate crisis, young people are desperate to feel they are helping to something important. This is because of the rise of sustainable influencers and companies online. Once these accounts are followed, young people are awoken on important issues. This â&#x20AC;&#x2DC;wokeâ&#x20AC;&#x2122; generation has now become the biggest group spreading sustainability led content, by creating and sharing posts online. As this is a platform they feel comfortable voicing their opinions on simply and safely.

“Social Media has enabled empowered consumers to instantly question and take brands to task when their actions cause concern or confusion” (Mintel, 2018)

Social media and sustainability both play a progressively important role in how businesses present themselves, (Sutton, 2016). Due to consumers’ more frequent understanding of sustainable practices, businesses are finding themselves persistently questioned on their production process. Social media brings new opportunities for brands and consumers to connect and be more transparent. Meaning the brand gains positive response for their honest practices and the consumer feels happy purchasing from them. An example of brands using social media to promote their sustainability is the children’s toy brand ‘Lego’. In 2018 Lego launched a range of blocks made from sustainably sourced sugarcane to promote its efforts to reduce the worlds plastic waste, (Mulcahy, thedrum.com, 2019). On social media the brand used the hashtag #LEGOplantsfromplants and encouraged consumers to share their creations with this hashtag, (Lego, 2018). This gives evidence that social media is driving sustainability not only through knowledge and awareness but also with brands promoting sustainable products for ethical consumption and zero waste.

...Generation Z

“Generation Z is continuing the trend set by millennials in choosing to spend more money on goods from sustainable or ethical companies,” (The Cassandra Report, 2017) There’s a realisation among society that the most passionate ethical consumer is coming from the digital generation. The social media obsessed youngsters have been nicknamed the ‘Woke’ generation because of their drive for a more sustainable future they gained from being educated online. It is especially important to Generation Z to drive the trend as it is their future that will be most affected by the change. Young people have made second hand clothes fashionable again by buying from vintage sales, charity shops and online platform ‘Depop’. Also, 25% of UK 18-24 year olds have become vegan over the last year (Schroeder, Forbes, 2019) most likely for ethical and environmental reasons. An example of a remarkable member of Generation Z is Greta Thunberg, a 16 year old climate activist from Stockholm. Her original methods of activism consisted of school climate strikes and public speeches. She soon gained a following of young people who joined her strikes, (Smith, 2019).

In August 2019, Greta sailed across the Atlantic Ocean from Plymouth to New York, in a 60 ft yacht powered by solar panels and underwater turbines, taking 15 days. The journey was carbon neutral to demonstrate the importance of reducing emissions and while in America she attended the UN climate action summit. (France 24, 2019)

“We showed that we are united and that we, young people, are unstoppable.” - Greta Thunberg, UN Youth Climate Summit, New York City, 21 September 2019 Actions like Greta’s have inspired young people worldwide and proved that being young doesn’t mean your voice can’t be heard or make a difference to the climate.

“Around the world, young people are realising those things in a way that their elders maybe do not. And they are outraged at the way in which my generation have dealt with the natural world and the tragic situation, the disastrous situation that we’ve got the nerve to hand over to them. And they’re making their voice heard… And we should listen.” - David Attenborough,

...Transparency

As consumers, we are taught to trust in brands that have been in our family households for generations. However, due to the increased knowledge surrounding climate crisis, consumers are being encouraged to look deeper into the ethical values brands hold. Due to the connected world we live in, brands have no choice but to answer the questions of consumers. They cannot have secrets in the age of social media. “Fashion Revolution’s WhoMadeMyClothes hashtag has been posted more than 400,000 times on Instagram” (Kent, BoF, 2019). This demonstrates the extremely overwhelming desire consumers have for transparency and brands can’t ignore it anymore. A study in 2016 on the connection between transparency and trust discovered, “73% of people would spend more on a product that offers complete transparency”(Fabrik, 2018). This shows that consumers aren’t just making empty promises, the success of a brand is now reflected in how ethically conscious they are and how much they share about their production process.

Following the Rana Plaza disaster in 2013, where over 1,100 people died in the collapse of the garment factories, fashion brands in particular have had a call to be more sustainable due to the widespread criticism for the lack of decent working conditions. According to the Fashion transparency index “amongst the 150 brands reviewed in 2017, 2018 and again in 2019 there has been an 8.9% increase in average score since their first review.” (fashion transparency index, page 5, 2019). 22

This shows that brands are improving, however, still are not completely transparent. Only 5 brands scored above 60% on the index, and over 70 brands out of 200 scoring less than 10%, with just 10 of these scoring 0% (Fashion Transparency index, page 31-32, 2019). This demonstrates that fashion still has a long way to go in becoming completely transparent. Nevertheless, brands that are part of the index recognise that success is parallel with transparency and “competition has broken out to provide the greatest possible degree of transparency” (Trendone, 2019).

“There is no beauty without truth and there is no truth without transparency” - Carry Somers, Fashion Transparency index, page 3, 2019

A brand that attempted to use transparency positively is Fiji Water. They recognised the rise of the eco-conscious consumer and created a website outlining the positive things their brand was doing for the environment. Also, the “company stamped its bottles with a graphic of a green water droplet, a symbol eerily similar to environmental seals of approval used by independent third parties,” (Craighill, medium.com, 2019). This was a very clever response to the transparency trend to increase sales. However, this campaign was a clear example of ‘Greenwashing’. Greenwashing is a term used for businesses that promote themselves as sustainable but use unethical practices behind the scenes. Fiji Water were not as sustainable as they stated. It was discovered that the production and transport of just one Fiji water bottle used around 720g of water and released 81g of fossil fuels as well as many using low recyclable materials (Craighill, medium.com, 2019). It is incidents like this that help to drive true sustainability because brands are becoming more fearful of scrutiny for their practices and therefore are improving how they act and produce. And as a result they are happy to be transparent to display their brand in a positive light.

The Ethical

Consumer...

In the last couple of years, consumers have had a mindset change when purchasing. The awareness around sustainability increased consumer consciousness surrounding plastic packaging, brand transparency and workers rights, as well as many more ethical considerations. In Maslow’s hierarchy of needs, tiers are shown for human motivation (see appendix 2). There has been a shift in consumers motivation regarding purchasing sustainable items following the discovery of consequences on the planet if change doesn’t occur. Ethical consumption has become much more of a ‘basic psychological need’ for consumers. This tier involves everything that is vital for human survival, e.g., air, food, water, etc (Maslow, 1943, 1954). Although this should be the first need met, being sustainable was previously less of a necessity for consumers and more of a ‘Esteem need’(see appendix 2), as being sustainable would give them a good reputation and status.

So who are these conscious consumers? Well, itâ&#x20AC;&#x2122;s true that society is more aware of how they should be consuming. However, there is an evident age group that seem to undergo more sustainable practices. A GreenMatch report found that;

â&#x20AC;&#x153;72 percent of Gen Z would spend more money on a service if it was sustainably producedâ&#x20AC;? (GreenMatch, Turk, 2018).

One of the main reasons Generation Z are more sustainable in their purchases than their elders is because there is a lack of brand loyalty that older generations uphold. Generation Z would rather look at the values and ethics of a brand than their quality, (Turk, 2018). However, regardless of the demographic that pushes sustainability, the fact still lies that many ethically conscious brands in every industry are very expensive, so can the generation with the lowest income really ethically purchase the most?

6.Industry

impacts...

...Fashion

Across all industries the sustainability trend is revolutionising approaches to modern ethics and consumption, and so brands are being praised or scrutinised by society for their degree of sustainability. With this kind of brand investigation before purchasing it’s vital for brands to be sustainable and transparent in all industries to keep up with competitors and avoid criticism.

The push towards a more sustainable planet has opened consumers eyes to the negative effects of fashion on the environment. The fashion industry “is the second largest polluter in the world, just after the oil industry” (sustainyourstyle. org, 2017) and has struggled to tackle its environmental impact as clothes have progressively got cheaper and more disposable due to the consumer desire for fast and affordable fashion. However, since the negative impact’s awareness has spread by social media and activists, brands are expected by conscious consumers to have transparency throughout their production process to ensure their materials are sourced and made fairly. As a result, many brands are improving their practices and sharing the information with their consumers to create a brand loyalty. In contrast, brands that aren’t changing are losing sales and consumer trust.

Adidas is a great brand example being effectively sustainable. They have truly implemented sustainability into their values and collaborated with environmental organisation Parley who clean oceans of plastic. Together, in 2016, they created a product range made from the collected plastics. “Since the first generation of adidas x Parley products hit the market in 2016, they’ve produced over five million pairs of shoes made with marine plastic trash, and plan to make 11 million more in 2019. That’s more than 2810 metric tons of plastic trash that has been prevented from destroying our oceans,” (Adidas 2019). This shows how the sustainability trend has influenced Adidas to take an initiative to make a change and strive towards a better fashion future, hopefully influencing their competitors to follow suit. However, although there are many brands like Adidas doing amazing things to improve their sustainable practices, the fashion industry is struggling to compromise improving its environmental footprint and running a successful brand. Ultimately, the more you sell the more resources are needed. To be truly sustainable, brands may have to consider producing less.

...Food The food industry, has previously been scrutinised for the limited acts towards being sustainable. This is because food plays a significant part to the global waste and ocean plastics by the issue of plastic bags and food packaging. On 5 October 2015 “The Government introduced a law requiring all supermarkets and large stores to charge a minimum of 5p for every single-use plastic carrier bag they handed out,” (Potts, ITV report, 2018). This charge isn’t a government tax but has the aim of reducing plastic bag usage with the proceeds being sent to charities. This charge was very effective as “the total number of single-use plastic bags sold by all 249 retailers who reported in 2017-18 was 1.75 billion – down from 7.6 billion in 2014,”(Potts, ITV report, 2018). This shows how supermarkets are improving their efforts to reduce waste and it’s working. Furthermore, some supermarkets have further improved their plastic reduction. In 2018, Coop introduced compostable carrier bags to replace plastic bags in over half their stores (BBC news, 2018). As well as this, Waitrose opened a plastic free store in Oxford which includes a refill station for pasta, rice, and nuts, etc, as well as introducing paper wrapped flowers and loose fruit and veg with reusable produce bags, (Vallely, 2019). These examples demonstrate how the sustainability trend is influencing brands to do better, not just because they’ve been told to.

...Beauty Like the food and fashion industry, the sustainability trend has had a massive impact on how the beauty industry has reconsidered their contribution to improving sustainability. In the cosmetics market more recycled packaging, less animal testing and more ethically sourced ingredients are just some examples of change. However, the brand that has proven to be best for sustainable practices is LUSH. Lush continuously contribute to helping our planet. For example; all products are 100% vegetarian, zero packaging ‘Naked’ range accounts for 35% of all products, and they don’t test on animals. Their most successful product, The Charity Pot, is a body lotion launched in 2007. “This product is a vegan, philanthropic, skin softener, and with every purchase,100% of the earnings goes toward a fund that is dispersed to hundreds of charities across the globe,” (Cunningham, 2019). This shows how brands are taking initiatives being sustainable in every way, not just for the environment.

Trend Future...

7. Sustainability will not disappear, it is engraved into our futures and will shape our actions for the rest of our lives. Unlike other trends, Sustainability is to resolve a global issue. If climate change is turned around, sustainable living will remain important to avoid repeating the past. However, being a mega trend doesn’t mean it’s working. Sustainability still needs major drive from brands and consumers to make a difference. Young people are stepping up and fighting for a better future and this should be influencing other generations to follow. Three recommendations of how sustainability will evolve into the future is plastic free living, vital brand transparency and ‘reducing, reusing and recycling’ our wardrobes. A plastic reduced lifestyle has proven possible through the industry impacts and trend drivers of this report, with the exposure of how waste is destroying the environment consumers are choosing to buy better and avoid unnecessarily packaged products. Therefore, in the future, it is vital that brands respond to the ethical consumerism and change the presentation of their products, possibly even using recycled plastics as materials to satisfy the ethical consumer. Another take from sustainability that will thrive in the future is Circular fashion, in which consumers are buying less, and when they do, are buying second-hand or long lasting clothing. This will become a very saturated market in the future including vintage shops and online resale shops like Depop. Due to this, brands that produce their own clothing will need to make it ethical and environmentally sustainable in order to be successful. Alongside this, they will need to have a sufficient level of transparency in order to gain consumer trust, otherwise their sustainable practices mean nothing.

...Conclusion

From the content and recommendations within this report, it can be observed that the consumer is at the heart of a sustainable future. Ethical consumerism is the biggest influencer in improving the worlds environment. Whether through becoming vegan, re-using plastic bags or only buying second hand clothing, the consumer is helping to grow the concept of sustainability within societal norms until it becomes a standardised life practice and the planet is no longer in a climate crisis.

Appendix...

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