Every action we make impacts our environment either positively or otherwise though the degree of the impacts varies widely. Over time, these consequences can build up to cause major threats to our very existence e.g. changing weather conditions. A heatwave presently sweeping over some parts of Canada has been linked to the death of more than a dozen people in Vancouver, as at the time of this writing.
Therefore, it is highly imperative to pay attention to how our choices or preferences affect our environment. The fashion industry is second only to the oil industry in terms of world pollution, producing over 3 billion tonnes of CO2 in 2018 – accounting for over 10% of global emissions. It is projected to jump up to 60% by 2030. Similarly, the industry consumes a lot of water. If the current rate of water usage is not controlled, it is projected that there may be a 40% water deficit in the world come 2050. These figures and projections are according to a recent study by Betway.
Fast Fashion is currently the trendy thing, suitable for the image and immediacy of the modern-day, but it is the biggest contributor to the high level of pollution from the fashion industry. Clothing items produced cheaply and quickly, ideal for capturing fast-changing trends and equally ending up quickly in the bin are referred to as fast fashion.
Combating the Adverse Effects of Fast Fashion
The devastating impacts of fast fashion on the environment require fast action from all stakeholders. An immediate result is needed hence the actions must be directed first at aspects where the effectiveness will be higher and policies must be put in place to ensure sustainable choices are made by consumers when shopping. The Betway team provided insights into this.
They discussed with a Senior Lecturer, Dr. Patsy Perry, in Fashion Marketing at the University of Manchester, asking the most important aspect to address and the evaluation of current policies. He emphasized the need for consumers to buy fewer clothes thereby reducing the excessive demand placed on resources by ever-increasing consumption. He advocated a consumer movement as the solution to the highly successful revenue models of companies.
Consumers Roles in Sustainability
Eliminating fast fashion must be a shared effort, including legislation to curb company actions. The central aspect of this effort borders on the attitude of consumers. If consumers buy fewer new clothes, shop second-hand, patronize environmentally-conscious brands, and throw out fewer clothes, the knock-on effect will see brands adjust their policies and operations, reducing the pressure on resources and lowering the rate of pollution from the industry.
Notably, a sturdy by Betway also revealed the impressive moves towards sustainability being made by top brands like Nike and Zara. These brands are using more recyclable materials as well as adopting processes that require lower water consumption.
Conclusion
Fast fashion has devastating effects on the environment hence shared efforts must be made by all stakeholders to ensure it is eliminated.