In 2030 the environment in which consumers will live will be drastically different. By 2030, global greenhouse gas emissions must be cut in half (Wired, 2020), if this is not reached, the planet will buckle under the consequences of increased natural disasters and rising sea levels that will create unpredictable events and consequences posing the threat of great uncertainty to consumers in 2030, affecting everything in their lives.
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Climate
RESEARCH THEMES (Figure 2) Furthermore, in 2030 landfill issues will affect consumers more locally and socially. Fashion waste is costing the global economy more than $400 billion every year, moreover, by 2030 there will be a household waste capacity deficit of 6 million tonnes (Clothes Aid) The throwaway culture that has arisen over the last few years due to a mixture of Fast Fashion and social media’s ‘wear once’ ideologies have had lasting impacts on the environment. Environmental changes will have a significant impact on consumer psychology and how they view their buying habits, implying that fast fashion will be depleted, and consumers will turn to luxury garments suggesting longevity for safety.
