The fashion industry, known for its glamour and allure, has long been under scrutiny for its detrimental impact on the environment and the unethical treatment of garment workers. Read how The UN’s Communication Playbook plans to tackle the effects of Fast Fashion.
In recent years, however, there has been a growing movement within the industry to address these concerns and shift towards more sustainable practices.
The United Nations Environment Programme (UNEP) and the UN-backed Fashion Industry Charter for Climate Action are at the forefront of this movement. The UN’s Communication Playbook aims to make changes to fashion’s marketing in order to promote sustainable lifestyles and combat overconsumption.
The Urgency of Change
Fashion’s exponential growth over the past few decades, fuelled by fast fashion and social media, has had dire consequences for the environment.
The industry’s insatiable demand for more products has led to increased pollution and waste, contributing to climate change and the depletion of natural resources.
Moreover, the fast-fashion model, characterized by cheap and disposable clothing, has perpetuated labour abuses and exploitation in garment-producing countries.
Despite the growing consumer interest in sustainability, the industry’s operating model has remained largely unchanged.
Greenwashing, the practice of making false or exaggerated sustainability claims, has become rampant, with nearly 60 percent of sustainability claims made by fashion giants have been accused of greenwashing.
The need for a paradigm shift in the industry’s approach to sustainability is more urgent than ever.
The UN’s Communication Playbook
In an effort to guide the fashion industry towards more responsible consumer behaviour, the UNEP and the Fashion Industry Charter for Climate Action have published a communications playbook.
This playbook aims to combat greenwashing and provide guidelines for marketers, influencers, and fashion media to promote sustainability effectively.
The UN’s vision is to redefine fashion communication in a way that aligns with the industry’s climate commitments. The playbook lays out several key recommendations for fashion brands and communicators to adopt.
The Main Values of the Playbook:
Lead with Science
To establish credibility and transparency, brands need to ensure that their sustainability claims are backed by scientific evidence.
Collaborating with experts and conducting thorough research will help marketers communicate accurate information to consumers.
This scientific approach will help build trust and authenticity in the industry’s sustainability efforts.
Change Behaviours and Practices
Rather than promoting overconsumption, fashion marketing should encourage more sustainable behaviors such as repair, reuse, and resale.
Normalizing these practices will shift the focus from buying new products to extending the lifespan of existing ones.
By emphasizing the value of longevity and reducing waste, fashion brands can contribute to a more sustainable future.
Reimagine Values
Fashion communicators have a powerful role to play in shaping cultural perceptions of what is desirable and acceptable.
By decoupling the notion of status and success from the concept of newness, marketers can create narratives that celebrate cultural heritage, craftsmanship, and timeless style.
This shift in values will help consumers appreciate the beauty and value in sustainable fashion choices.
Drive Advocacy
While individual consumer choices are important, the burden of change should not solely rest on their shoulders.
Fashion brands have an opportunity to use their communication efforts to mobilize the public and advocate for broader systemic change.
By engaging with policymakers, brands can contribute to the development of sustainable policies and regulations that will drive industry-wide transformation.
The Impact of the UN’s Playbook
The UN’s communication playbook serves as a guiding principle for fashion brands to align their communication strategies with global climate goals.
While it may seem challenging for brands to shift away from promoting consumption, this change is essential for the industry’s long-term sustainability.
For brands to move away from the traditional business model that relies on selling more and more new products, innovative solutions and new business models need to be explored. This transformation cannot happen in isolation. It requires a supportive policy environment and a collective effort from all involved.
The UN’s playbook provides a toolbox for fashion communicators to navigate this complex journey towards sustainability. By embracing these recommendations, brands can accelerate the pace of change and pave the way for a fashion industry that is based on circularity, equality, and care.
By leading with science, changing behaviours and practices, reimagining values, and driving advocacy, fashion brands can become champions of sustainability.
The fashion industry has the power to influence consumer behaviour and shape cultural perceptions.
Therefore by harnessing this influence and leveraging the marketing machine, fashion brands can drive positive change and create a more sustainable future for all.