The Growing Need for Sustainability in Fashion in 2025

The sustainability movement in fashion has made significant progress over the past few years. Designers and fashion conglomerates have begun to explore alternatives to sustainable cotton, environmentally friendly dyes, and methods to reduce water and energy consumption.

These efforts are aimed at reducing the overall carbon footprint of supply chains. However, despite this progress, the industry still faces accusations of greenwashing. Critics argue that change is not occurring quickly enough and that the mass production of garments continues to promote overconsumption, leading to excessive waste and carbon emissions.

While the fashion industry works to address environmental issues, the insatiable consumer appetite for cheap fashion remains a driving force behind unsustainable practices. We, as consumers, are buying more clothes than ever before. Sustainable production, combined with ethical consumption, is the only way to tackle this problem—one cannot work without the other.

The Greenwashing Problem in Fashion

Many of the sustainability initiatives by fashion brands, especially fast fashion brands, are, at best, vague and insufficient. For instance, brands like Zara and H&M, two of the biggest fast fashion names, have launched eco-collections such as the Conscious Collection and Join Life.

However, these efforts have been labelled as prime examples of greenwashing by environmental groups. After the launch of the Conscious Collection, H&M's CEO, Karl-Johan Persson, came under fire for the brand’s misleading promotional strategy. Greenwashing efforts like these mislead consumers into thinking the products they are buying are more sustainable than they actually are.

The mainstreaming of the sustainable and ethical movement has led to large conglomerates resorting to green tokenism—attempting to appease consumer consciousness while simultaneously promoting unsustainable consumption with an oversupply of cheap fashion.

The Business Imperative for Sustainability

While sustainable efforts are critical, there is also a business imperative for brands to become more environmentally conscious.

According to the 2015 Nielsen Global Corporate Sustainability Report, 73% of millennials are willing to pay more for sustainable products. This trend represents a significant business opportunity for fashion companies to connect with younger buyers, who are more likely to support brands that are authentic and transparent.

Since 2017, 75% of fashion companies have improved their environmental and social performance, largely due to this shift in consumer preferences. As consumers, we have a pivotal role to play in combating climate change.

We must become more aware of what and how much we buy. Ethical consumerism is a complex issue, with factors such as family care, income, convenience, accessibility, and awareness influencing purchasing decisions.

Nonetheless, a tectonic shift in our consumption patterns is essential to safeguard the future of our planet. Consumers must reject, and even boycott, greenwashed brands, choosing sustainable alternatives while being mindful of their shopping habits.

The goal is to buy less, not simply replace unsustainable products with greener alternatives.

The Role of Transparency and Ethical Consumption

Fashion brands and environmental custodians must ensure they provide clear and honest information about their environmental certifications, supply chains, labour practices, materials, and recycling initiatives.

This transparency will empower consumers to make more informed choices. For consumers, fashion has often been an outlet for personal expression, driven by emotional and egoistic desires. However, it is time to move away from the Western consumerist ideal and embrace ethical shopping.

The responsibility for sustainability lies with both consumers and companies. Shifts in business models, the integration of modern technologies, and a move towards on-demand supply models can help the fashion industry become more sustainable while opening new avenues for growth.

Conclusion:

Ultimately, sustainable fashion requires a collective effort. Companies must be more accountable, providing the information necessary for consumers to make responsible choices. Consumers, too, must change their mindsets, shifting from excessive consumption to mindful purchasing.

The future of the fashion industry rests on collaboration and transparency, where both businesses and consumers take active steps towards a more sustainable world. Together, we can reduce the environmental impact of fashion and create a market that values longevity, quality, and ethical practices over fast trends and disposable items.