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Will 2025 Be The Year Sustainability Drops Off The Fashion Agenda?
As we move into the new year, a concerning trend is emerging in the fashion industry: sustainability seems to be taking a backseat. According to McKinsey’s State of Fashion report, shoppers have proven less willing than hoped to pay extra for planet-friendly products, making the business case for sustainability less obvious to executives. This shift raises questions about the future of sustainability in the fashion world.
While it’s true that consumers may not choose brands solely based on their sustainability credentials, a recent survey by Humanising Brands revealed that they will avoid those that don’t meet their standards. In essence, sustainability has become a “hygiene factor” where customers expect businesses to operate sustainably without making it a deciding factor.
This newfound normalcy is attributed to the industry’s progress in adopting sustainability as an essential aspect of its operations. As Perkins from the H&M Group Green Fashion Initiative emphasizes, this shift reflects significant progress, signaling that sustainability is no longer optional but a fundamental part of how businesses operate.
However, complacency poses a significant risk for companies that treat sustainability as a “tick-the-box” exercise rather than driving meaningful change. It’s crucial to recognize that while business might be challenging in 2025, brands must still prioritize transformative action.
In light of these findings, experts suggest focusing on transparency and accountability when discussing sustainability with customers. The emphasis is on reframing the conversation, ensuring that brands are no longer seen as mere philanthropists but rather as stewards of a responsible future.
Source: www.forbes.com
