PEOPLE

Maya Fernandes ⋅ 16th October 2022

Sustainability is a term that has stirred plenty of conversation within corporations over the last few years, being mentioned in company filings 169,336 times last year alone. (Global data, 2022) It is something that 57.7% of Gen Z and millennial shoppers vote either fairly or very important as of 2022 and are willing to pay more for. (Drapers, 2022) However, the term itself is far too broad which could be why so many are still getting it wrong. (Wicker, 2020) This blog post aims to focus on ‘people’, the social side of the umbrella term sustainability, and one of its four key pillars.

How important is it that a fashion brand shows it is: Environmentally and ethically sustainable? *(Drapers, 2022)*

At its core, social sustainability aims to provide well-being, equality, and valuable social relationships to people through products and services that benefit the community rather than taking from it. (Rinalducci, 2022) With the fashion industry’s undeniable history of social exclusion and glamorization of the dominant culture, it is a must for brands to shift the narrative and take on these values if they want to appeal to the most valuable consumer group of today. (Mitterfellner, 2019)

Now making up almost 30% of the world’s population, born between 1995 and 2015 is Generation Z. (Issuu, 2020) Agents of change, Gen Z consumer habits are unlike those of previous generations. However, in the digital age of global connectivity, this generation has potent influence across all demographics. To Gen Z, consumption is an expression of identity and a matter of ethical concern and the brands they shop from should reflect these values. (Mckinsey, 2019) By focusing more on individuals rather than narrow groups of ideal people, brands can begin to create garments that serve to sustain well-being through means of comfort and self-expression for the wearer. Through “design thinking”, as described by Idris Mootee, brands can also begin to think about other ways they can apply this humanistic approach within their ethos so that it permeates throughout their DNA as a company. (Hethorn et al, 2015) It is not through being politically correct on the forefront that one will attract the Gen Z customer but through transparency and honesty. If a brand claims diversity, then diversity should be seen in all aspects, from the models on the catwalk to the people in the conference room and each treated with respect and appropriate compensation for their work.

An excellent example of brand diversity done right is Dior’s Cruise Collections. Creative Director, Maria Grazia Chiuri and her team work with local suppliers and craftspeople from the chosen location when creating the collection. She immerses herself fully within the culture to ensure everything is done right and the community benefits. (Mower, 2022) If all brands took this approach, the fashion industry could be the catalyst we need for a harmonious society.

Dior Cruise collection SS23 *(LVMH, 2022)*

Reference list:

Drapers. (2022) ‘Gen Z and Millenials 2022’ Drapersonline.com

Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022

(Accessed: 15 October 2022)

Drapers. (2022) ‘On a scale of 1-5 where 1 is not important and 5 is very important, how important is it that a fashion brand shows it is: Environmentally and ethically sustainable?’ Drapersonline.com

Available at: https://www.drapersonline.com/guides/gen-z-and-millennials-2022

(Accessed: 15 October 2022)

Francis, T., & Hoefel, F. (2019) ‘True Gen: Generation Z and its implications for companies’ Mckinsey.com

Available at: https://www.mckinsey.com/~/media/McKinsey/Industries/Consumer%20Packaged%20Goods/Our%20Insights/True%20Gen%20Generation%20Z%20and%20its%20implications%20for%20companies/Generation-Z-and-its-implication-for-companies.pdf

(Accessed: 14 October 2022)

Global Data. (2022) ‘Global: Sustainability and Ethics Mentions in Company Filings (2017-2021)’ Globaldata.com

Available at: https://www.globaldata.com/data-insights/macroeconomic/global–sustainability—ethics-mentions-in-company-filings-2086144/

(Accessed: 15 October 2022)

Hethorn, J., & UlasewiczA, C. (Eds.). (2015). Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. New York: Bloomsbury, pp. 51-75

Available at: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?biblionumber=1161923

(Accessed: 13 October 2022)

Issuu. (2020) ‘Demographic Shifts: The world in 2030’ issuu.com, p. 5

Available at: https://issuu.com/cw-red/docs/cw_demographic_shifts

(Accessed: 16 October 2022)

LVMH. (2022) ‘Dior Cruise 2023 collection celebrates Andalusian culture’ lvmh.com

Available at: https://www.lvmh.com/news-documents/news/dior-cruise-2023-collection-celebrates-andalusian-culture/

(Accessed: 16 October)

Mitterfellner, O. (2019) Fashion Marketing and Communication: Theory and Practice Across the Fashion Industry, Taylor & Francis Group, Milton, p. 176

Available at: https://libsearch.arts.ac.uk/cgi-bin/koha/opac-detail.pl?biblionumber=1450606

(Accessed: 14 October 2022)

Mower, S. (2022) ‘Christian Dior Resort 2023’ Vogue.com