2. Issues and challenges to sustainability and Nike’s approach Fashion, as a definition relates more to the desire to own new and a large variety of clothes, as opposed to clothing, which is a basic human need.(Iran, 2018) This desire is what encourages fast fashion, leading to overconsumption and unsustainable production methods to meet the demand. Some of the common sustainability issues related to the fashion industry include, overconsumption of water, pesticides to grow conventional cotton, water and air pollution caused due to the pesticide usage and chemicals used in the dyeing process. The long transportation links in fashion supply chain further adds to CO2 emissions. Social challenges of the fashion industry includes the hazardous and unsafe working conditions of the suppliers, low wages along with the possibility of forced or child labour, over which the fashion brands may not have direct control. At a global level, not only is strong legislation required, but an effective enforcement method needs to be put in place to alleviate issues of exploitation, waste disposal, responsible sourcing of raw materials. These issues and challenges are especially relevant to Nike since a majority of its production happens outside the United States. There have been several reports in the past, related to unsafe and unfair working conditions at Nike’s contracted factories.(Abnett, 2016; Robertson, 2019). Over the years, Nike has risen up to these challenges through a multi-prong approach that encompasses all three pillars of sustainability, which are elaborated in a detailed “Impact Report” released every year.(Nike. Inc, 2019c). The main target issues for the year 2020, shown below in Figure 3 are divided into the following categories: 1. Minimizing environmental footprint (Environmental), 2. Transforming manufacturing (Economic), 3. Unleash human potential (Social).
Figure 3. Nike’s priority target issues for the year 2020 Image Source: (Nike. Inc, 2019c) Navyasri Parasa – 31401627 Sustainability in Business and Design
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