The Conscious Consumer and Committed Brands

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Written By: Ashley Metz

Fashion has always been seen as an outlet for people to express themselves and to have fun. Fashion consumers want what’s trending, but also now want something else: they want what’s sustainable.

Recently, it has been seen that a new type of consumer exists, that being the conscious consumer. This type of consumer pays attention to how brands source their products and what the ethical goals and values of various fashion companies consist of. With this new consumer, fashion brands are pushing towards a customer-centric focus and are making commitments to be more aware of their social and environmental impact. For example, the brand Reformation focuses much of its efforts around its carbon footprint, waste production, and water use, and currently, the company is neutral in terms of all of those aspects. Another example of a sustainable fashion company is Stella McCartney. McCartney’s brand focuses on sustainability by producing items, like her famous Falabella bags, that are vegan. Many other companies have been committed to sustainability for some time as well. Others, such as Eileen Fisher, Veja, and Patagonia are a few companies that choose to focus on their Corporate Social Responsibility and are recognized as B Corporations. B Corporations are companies that greatly focus on their impact on stakeholders and the environment.

With the increase in conscious consumers and sustainably committed fashion brands, it is promising that a positive social change is occurring within the fashion industry. Along with shopping at any B Corporation, you can also choose to be sustainable by upcycling or practicing slow fashion. Upcycling consists of recreating and reusing clothing. Slow fashion consists of buying higher-quality clothing, but a smaller quantity of clothing. When we choose to act sustainably in these ways, we as consumers can make a tremendous difference.

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