|The conservationist or the ethical shopper is concerned about the cost of fast fashion on our planet. She understands the power of doing more with less and she cares about the wellbeing of the garment maker and the retail worker.|
She will tend to favour natural fibres like ethical cotton, silk and wool. She understands that she may pay more and she is very happy to do so.
She knows that it takes 3,000 litres of water to make one cotton t-shirt. Shopping consciously matters to her. She can only wear one t-shirt at a time. She does not have 20 of them.
Waste is one of the most pressing problems in the fashion industry. 100 billion products are being pumped out of factories every year. We now buy more clothes then we have ever bought, before disposing of them in the bin. In North America alone, consumers throw out what is the equivalent of the Empire State building in weight every year. This waste is then either being burnt or going to landfills which is not a sustainable way of doing business.
She knows the impact that fast fashion is having on the planet and she refuses to invest her money in brands that disrespect workers by not paying a living wage in Bangladesh and not staffing the store in Melbourne so that the lone retail staffer is unable to hydrate because she can’t close the store for a bathroom break.
Her dollar is powerful. She knows it. This shopper does her homework and votes strongly with her wallet. She understands that several retail stores in Australia are owned by the one corporate.
By shopping ethically you can send a strong message for change and help support the practices that make our world a better place to live in.
She buys well, takes care of it and makes it last. A lot of research and thought goes into her purchasing. She will tend to extend this to her home and family. There is a veggie patch out the back, herb pots, recycling. She’s not a big consumer of ‘stuff’. She will fix, repair, re-use and re-gift.
She’s doing her bit for humanity and the planet. She feels alone. It’s a tough gig. Marketing is strong. It’s not easy to avoid it!
Keen to know what kind of shopper you are? Email me firstname.lastname@example.org for an image audit.