We all know everything is changing, particularly now in our consumer buying habits. But the real question is are the brands we use and love really transparent enough with us?
As Gen z are set to the most dominate population in the planet by 2020, have brands got what it takes to withstand the brutal honestly and no bullshit policy.
I think the reason fast fashion was such a uneducated topic was from the lack of information from the brands causing it, and at the end of the day many brands like Primark are still unable to comment on there issue and what there doing about this today. Primark has been particually struggling to overcome the consumer’s pre-fixed notion that fast-fashion is not sustainable, and certainly not ethically made.
For the biggest clothing chain in the UK by volume and number two for value is this really still acceptable in 2019, no.
With the current environmental issues, do brands have no choice in having to being honest?.
Pretty much anyone can start a business ( I say that lightly) so anyone can say they care about the turtles or plastic waste BUT if you can't prove it, will the brand last? I would probably say no. Everyones talking about the issues around plastic and waste and jumping on the bandwagon but what are you actually going to do about it?
Brands that say they're passionate about something need to back up there values with acts that are for it. For example TOTM said they care about issues affecting women such as endometriosis and they support them on all social media and raise money for the charity, a brand that is aiming at attracting gen z. Small and upcoming brands are going to take over some of the income from the larger brands who are doing nothing or hiding the truth behind there products.
But if they told us the full truth would we stop buying altogether? No is the honest answer. But maybe it would fill everyone with more guilt while they do it. The best situation would be that people would only buy from environmentally friendly brands and searched around for more sustainable option. But hey that isn't going to happen.
Chicago, Ill.,-based social media analytics company Sprout Social has released its Social media and the evolution of transparency report.Four out of five (81 percent) of people believe businesses have a responsibility to be transparent when posting on social media--a higher standard than they set for politicians, non-profits, friends, family, and even themselves.
However, only one in six (15 percent) of consumers believe brands are currently "very transparent" on social.
Because of all the stick these brands are now getting and the fact that everyone is talking about sustainability, sites like Depop and small environmentally friendly brands are on the rise. Unless the hugely commercial brands start being more open I think the way we shop is totally going to shift again in the next 10 years and its going to turn more independent and honest.
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