Title Card: How are Consumer Values Changing or Aligning With Modern Day Fashion Companies?
Consumers in today's world are the most spoiled generation of consumers ever, as mobile internet and social media have made them more aware and given them higher expectations about what they see and buy compared to generations before. As a result, they are becoming key drivers of many sustainability movements and new legislation. Consumers have now become some of the most influential stakeholders in the industry and for companies.
Modern Day Consumers Have Ditched the Mall in leu of Convenience.
Remember how the news of child labor, factory fires, and chemical waste made headlines in the late ’90s? That marked the beginning of today’s sustainable fashion movement. Since then, due to public pressure and concern, brands have begun auditing, upgrading, and continuing to monitor their supply chains. The Rana Plaza tragedy in 2013 became a turning point, placing sustainability front and center.
The Rana Plaza Tragedy (2013)
If the book Silent Spring was the key piece that sparked the environmental movement in the 1960s, then the 2015 documentary The True Cost played a similar role in igniting the sustainable fashion movement we see today. There is often a critical book or film that captures public attention and pushes the industry forward at just the right time. These key publications play a major role, as they often shape or change consumer behavior.
Silent Spring
As we can see, today’s consumers are more informed than ever, so brands must align with this shift in sentiment and demand—or risk being left behind. It’s a positive development that consumers are more aware and that new legislation is increasing the requirements for doing business. This pushes the industry to benefit from continued investment and improvement.
The Modern Day Masses Pile Up to Make Change.
These changes may come with higher upfront costs, but in the long run, the increase in demand and production capacity will help offset them. Ultimately, consumers will benefit from more sustainable products.