Sustainable entrepreneur Alyssa Mariano, CEO and founder of Bazaara, the pre-loved clothing app, describes the evolution of conscious consumerism and the shift in the fashion industry that budding entrepreneurs can leverage to establish a sustainable venture.
In recent years, a significant shift has taken place in consumer behaviour, with the rise of more conscious consumers.
What does that mean? Well, a conscious consumer is one who is more intentional with their choices. It’s about recognizing the power we hold as consumers and using it to support a better world. Can be known as ‘voting with your wallet.’ Disagree with the way a product is made, or what it’s made of? Simply don’t buy it.
There’s a plethora of websites and information nowadays – more than ever before – that allows the average consumer to deeply explore the provenance of goods and services – from where the dried fruit in your muesli comes from to the beliefs of CEOs.
Particularly among Gen Z and Millennials, people are becoming more and more mindful of where and how they shop, prioritising environmental and social standards over price and convenience. This seismic shift in consumer mindset has sparked a wave of change, increasingly encouraging businesses to embrace sustainability and social responsibility.
Studies have shown that companies who actively pursue environmental, social and governance goals – ESG goals – tend to perform better, with one such study investigating the relationship between CSR, consumer satisfaction, reputation, and loyalty. Its findings suggested that CSR initiatives positively influenced consumer satisfaction, which in turn leads to increased loyalty towards the company.
Next Gen
The new generation of shoppers are certainly catalysts for change, and thanks to media – especially social media – young people are armed with information and access to information like never before.
While fast-fashion companies such as behemoth Shein might be bucking the trends, they face regular backlash and protest from the growing number of conscious consumers.
Gen Z, (the generation born between the late 1990s and early 2010s), is often described as more environmentally conscious compared to previous generations. Sadly, they’ve grown up in an era when climate change, environmental degradation and sustainability issues have received great attention in the media and public discourse. Gen Z-ers are deeply concerned about the environment and prioritise taking action to address these challenges.
This generation has shown a strong inclination towards climate activism and environmental advocacy. They actively participate in global climate strikes, engage in grassroots movements, and demand government and corporate action to combat climate change.
They’re more likely to support eco-friendly and ethical brands, favouring responsibly sourced, produced and packaged products. They embrace concepts such as recycling, reducing waste, and adopting renewable energy solutions.
Gen Z is also more aware of the intersectionality of environmental issues with social justice. They understand that marginalised communities often bear the brunt of environmental harm and are passionate about fighting for environmental justice and equity.
This generation of young, more conscious consumers leverages social media and digital platforms to spread awareness, share information and mobilise support for environmental causes. They use such platforms as tools for education and holding people and institutions accountable for their environmental impact.
Conscious consumers value education and seek accurate information about the environment. They actively educate themselves on climate science, sustainable practices and policy developments. They rely on credible sources, scientific research, and expert opinions to form their perspectives.
And they demand corporate transparency and demonstrably ethical practices. They are armed with more knowledge of supply chains – think how much we now know about palm oil and the mass destruction of the Amazon for producing meat – and production processes, and use this knowledge to make more conscious, mindful purchasing decisions.
Climate change denial is fading, as science and the growing evidence of weather events unfolds, causing people to express more concerns over climate change. An easy way for people to act individually in the battle to reduce climate damage and the non-degradable waste mountains is to simply opt for more eco-friendly products and packaging. We are seeing more people embrace concepts like recycling, upcycling and reducing waste.
But is goes beyond straightforward environmental concerns – there’s a strong shift in public perception towards fair trade, stronger labour rights and worker’s conditions. And we know that it’s less developed nations – which the world relies on for the steady stream of cheap goods – that will feel the effects of rising temperatures more than in the developed world.
We can easily support companies that prioritise diversity and inclusion, and reject those businesses that engage in unethical practices. People power works – we’ve seen a shift in the fashion industry away from using animal fur and exotic leathers.
More conscious consumerism is a catalyst for change, thanks to the collective influence of consumers driving industry transformation. At the nub of it, market competition is driving brands to improve their ethical standards, driving the potential for a more sustainable and socially responsible future.
The World Bank suggests countries such as Kuwait, Bahrain, and the UAE produce more than 1.5 kilograms of waste per person every day. The region is expected to double its solid waste output by 2050. It’s not surprising, then, that Gulf countries are ramping up recycling efforts and investing in waste technology. What’s even more positive is that the region has one of the highest numbers of Gen Z population – aka Conscious Consumers. Approximately 84% of KSA’s population is under 40 years old.
Embrace the pre-loved market
The rise of conscious consumers has played a significant role in driving the adoption of more pre-loved shopping habits. By embracing second-hand fashion, we can easily make a positive impact on the environment, support the circular economy, express personal style and empower local communities. This shift towards pre-loved shopping (the fancy term for buying second-hand clothes and goods) signifies a significant step towards a more sustainable and mindful approach to fashion consumption.
Conscious consumers are, of course, increasingly aware of the environmental impact of the fashion industry, known for its excessive resource consumption and waste generation.
By industry sector, the fashion industry is the second largest polluter, and the third largest consumer of water. But things are changing. According to a ThredUp report, the resale industry is estimated to overtake the fast fashion industry by 2029.
The report anticipates that the global second hand market is expected to nearly double by 2027, reaching a market value of US$350 billion.
The fast fashion industry generates around 92 million tons of textile waste annually, equivalent to a garbage truck of textiles being landfilled or burned every single second of every single day.
And producing new clothing requires enormous amounts of water, energy and other resources.
But by promoting circularity and reducing waste through reselling and repurposing garments, you can make a significant positive environmental impact.
According to an Ellen MacArthur Foundation report, a fashion industry circular economy could reduce greenhouse gas emissions by 22%, reduce water consumption by 25%, and lower the amount of clothing sent to landfill by a massive 73%.
Conscious consumers embrace the principles of the circular economy, which emphasises reducing, reusing, and recycling resources. Pre-loved shopping aligns perfectly with this concept, as it involves giving new life to existing items rather than solely relying on constantly producing new ones.
The sustainable fashion movement promotes ethical and eco-friendly practices throughout the fashion industry. Pre-loved shopping supports this movement by reducing demand for new production, decreasing the carbon footprint and conserving natural resources.
Of course, pre-loved shopping also allows conscious consumers to shop within their budget while still maintaining a stylish wardrobe. It provides an opportunity to find unique, high-quality pieces at a fraction of their original price, making sustainable fashion accessible and affordable, while encouraging individuality and the expression of personal style.
With a diverse range of pre-loved items available, consumers can curate their wardrobe with distinctive pieces that may not be found in mainstream stores, leading to a more unique, authentic personal style.
Many pre-loved shopping platforms or thrift stores operate at a local level, supporting the community by providing employment opportunities and contributing to local economies.
Conscious consumers recognise the value of supporting local businesses and thrift shops, which aligns with their socially responsible mindset.
By opting for pre-loved shopping, we can reduce the carbon footprint associated with transportation and manufacturing processes involved in creating new clothing. This contributes to lower emissions and less energy consumption
Ultimately, the rise of the conscious consumer signifies a powerful movement towards a more sustainable and socially responsible society.
This noticeable shift in consumer behaviour has brought about positive change, compelling businesses to reassess their practices and adopt more environmentally friendly and ethical approaches.
As consumers become increasingly informed and demand transparency, companies simply must respond by embracing sustainability as a core value.
And by supporting conscious consumerism, we can collectively shape a future where environmental and social considerations are at the forefront of every shopping decision, leading to a more sustainable, equitable world for generations to come.
