• The Fashion Sloth


Updated: Jan 20, 2020

It's no secret (unfortunately) that over consumption is slowly bringing us to destroy our planet ("slowly" being an understatement).

There is though a whole new community of buyers who are channeling their efforts in order to set the foundations for a whole new way of consuming, much more conscious, much "greener". Both millennials (who represent now 1/4 of the world population) and Gen X (whose buying power in the US alone has exceeded the 500$ billions) are true leader of a cleaner way to consume, they wanna buy in a more sustainable way and wear clothes that are better and look better.

Consumers are understanding how their impact on economy is influencing climate change and are taking baby steps into a greener future.

Accordingly to a new study lead by the Arizona University, and more specifically lead by researcher Sabrina Helm, there are two main pro-environment behaviors we are assisting to:

1) those who believe that the only way through is by reducing consumption (ta-chan! this is what us at The Fashion Sloth stand as well)

2) those who are definable as "green buyers", meaning those who keep on purchasing new stuff but that's supposed to have a lower environmental impact (spoiler alter: NOT the answer)

Now, researchers found out that more materialistic buyers tend to flee the scene when it comes to reduce consumption and that through green buying they kind of justify their behavior and feel their are still participating to the green crusade. "There is evidence that there are 'green materialists,'" said Helm, an associate professor in the Norton School of Family and Consumer Sciences in the College of Agriculture and Life Sciences. "If you are able to buy environmentally friendly products, you can still live your materialist values. You're acquiring new things, and that fits into our mainstream consumption pattern in our consumer culture, whereas reduced consumption is more novel and probably more important from a sustainability perspective." (source here). The study goes on proving that less materialist buyer's choice of consuming less also lead to less stress and clear increase of well-being. Long story short: buy less is the answer to feeling better. Only "buying green" does not help. The study was furthermore supported by the correlation between higher volume of purchases (AKA the "buy green" profile) and the decrease in financial and budgeting planning (owned by our profile #1, AKA the non-buyer). Lesson #2: less buying = more saving = more planning ahead = less stress (sounds pretty logical but hey, a good out loud reminder is always good, huh?). It's pretty damn hard to change core behaviors like buying and fall for marketing moves but at the end of the day is the only solution. Buying more, even if buying green, does nothing but add more fuel to the huge consuming machine and the impacts are as devastating as (almost) buying new. Nothing is more sustainable that non-consuming. That's why it's important, when it comes to your wardrobe, to have some clear principles and rules to stick to to avoid unnecessary buying and consumption. Let's try to change things together. Care to join The Fashion Sloth movement? #TheSlowerTheBetter

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