8 Principles to Break the Cycle of Fashion Overproduction and Overconsumption
How Communicators Can Shift Toward a More Sustainable and Equitable Fashion Industry
The fashion industry continues to fall short of its role in meeting sustainability targets.
As Founder of lifestyle apparel brand IMPT!, I see a need for the fashion industry to address and stop greenwashing, overconsumption, and overproduction. This will demand major changes in the way the industry operates. In its role as a culture-driver that uses storytelling and images, the fashion industry can change its communications to help advance a more sustainable and equitable industry. It’s important to tap into the industry’s cultural reach, powers of persuasion, and educational role to raise awareness and drive positive change.
Recognizing this opportunity, the United Nations Environment Programme (UNEP) and the United Nations Framework Convention on Climate Change (UNFCCC) recently launched the Sustainable Fashion Communication Playbook. The playbook presents eight principles for communication change. In addition to serving as a guide for communication teams and professionals in the fashion industry, the playbook is a must-read for sustainability specialists in the industry. With these principles, fashion industry communicators can be a part of the solution rather than contributors to the problem.
The playbook presents the principles among different levels for action: foundation, build, and leadership. In this article, I highlight the principles and some of the playbook’s instructions.
Foundation Level: Information— Lead With Science
The main message: Stop greenwashing. Ensure relevant information is clearly and transparently shared. Provide an evidence base that is verifiable and comparable while adhering to relevant regulatory policies.
Principle 1: Commit to evidence-based and transparent communication efforts.
This principle involves substantiating claims with reliable evidence or third-party certifications. It also requires making methodology and sources accessible to the public. The principle emphasizes clear articulation of claim limits and context to avoid masking negative impacts. Information should serve as a key driver of sustainability performance, addressing environmental and social hotspots. Furthermore, communication must be aligned with long-term commitments, providing stakeholders with a transparent view of the organization’s position on its sustainability journey.
Principle 2: Ensure information is shared in a clear and accessible manner.
Accessibility is a key consideration, ensuring that consumers can easily locate sustainability information through customary means of communication in their region. The information shared should be clear, useful, and easily understandable, with a well-organized structure and additional technical details available for those seeking a deeper understanding. Moreover, an engaging and entertaining communication style is encouraged to enhance effectiveness. Lastly, the principle highlights the importance of regularly sharing sustainability claims, strategies, and messages. It promotes ongoing engagement with stakeholders by sharing the information in a timely manner.
Build Level: Culture — Reimagine Values and Change Behaviors and Practices
The main message: Promote sustainable lifestyles. Show consumers how to enjoy fashion while living within the planet’s limits and respecting human rights and dignity. Actively seek to separate the belief that consumption and ownership lead to happiness and success. Paint a picture of how positive new values can look when considering well-being, equity, and community.
Principle 3: Eradicate all messages encouraging overconsumption.
Communication activities should inspire and encourage consumers to adopt more sustainable lifestyles. It requires communication materials that highlight product longevity over disposable or one-off purchases. Sales promotions and media buys should be thoughtful, avoiding the promotion of overconsumption. Clearly state the “why” of sustainable products or services. Emphasize benefits that inspire and motivate behavior change. Additionally, all products should be fairly priced relative to their environmental and social costs.
Principle 4: Champion positive changes and demonstrate accessible circular solutions to help individuals live more sustainable lifestyles.
This involves ensuring that sustainable products or services are easily discoverable, with clear signposting on websites and in stores. The principle encourages the promotion and accessibility of alternative, circular consumption methods. Additionally, there should be clear and concise guidance for consumers on responsible post-purchase care. The guidance should include information on the best ways to manage products at the end of their lifecycle.
Principle 5: Spotlight new role models and notions of aspiration or success.
Communication activities should promote fresh ideas of value, status, and well-being. The involvement of influencers and opinion leaders is encouraged to provide social proof for sustainability. The beliefs and values of ambassadors must align with the intended message. Furthermore, integrating sustainability teams into communication activities on a broader scale ensures a cohesive approach.
Principle 6: Focus on inclusive marketing and storytelling that celebrates the positive ecological, cultural, and social values of fashion.
Communication efforts should consistently connect back to these positive aspects, showcasing the people and resources involved in the process. The principle advocates for amplifying diverse voices and communities across the fashion value chain. It ensures representation and inclusivity in front of and behind the camera. Additionally, it emphasizes the consideration of cultural and social contexts in messaging, with an adaptive approach to align with the values of diverse audiences.
Leadership Level: Advocacy — Drive Advocacy
The main message: Use your platform and influence to empower consumers in their role as citizens. Educate internally and externally on the level of change required. Support dialogue with policymakers on a just transition toward a sustainable and circular global value chain.
Principle 7: Motivate and mobilize the public to advocate for broader change.
Effective communication should empower and encourage citizen engagement and action. Create a platform for feedback from consumers and stakeholders, actively listening, engaging, and integrating insights from these audiences. Furthermore, the organization should transparently share knowledge and insights about sustainability both internally and externally. Embracing openness, the principle encourages engagement with advocates, affected stakeholders, and the broader supporter community. Communication efforts should extend beyond self-promotion. They should champion and raise awareness on wider causes and avoid greenwashing or purpose-washing.
Principle 8: Support dialogue with leadership and policymakers to enable wider industry sustainability.
This involves communicators holding leaders accountable, questioning decisions, and scrutinizing challenges. Additionally, the organization and its senior leaders should engage in dialogue with policymakers to influence scalable change. Participation and support for collaborative, multi-stakeholder initiatives are encouraged, with the communication team actively present in these efforts.
With the playbook, the United Nations sends a clear message to fashion brands to step into their role to help stop overconsumption. This will require a mindset shift among marketers and leaders throughout the industry. With a framework and guidance from playbook, they can move forward with communication strategies that help protect the future of people and the planet.
B The Change gathers and shares the voices from within the movement of people using business as a force for good and the community of Certified B Corporations. The opinions expressed do not necessarily reflect those of the nonprofit B Lab.
