Consumer Socio-Psychology in Relation to Sustainability

Fashion is constantly evolving. Consumers observe this change and react by purchasing new products so as to keep up with the ever-developing flow of the industry, and to either fit in or stand out in society, but mainly to attain a certain representation of status to some regard. This desire for status is deeply embedded into modern human nature based on the socialization of consumers in Western society, primarily by the media. Fashion consumers are constantly contributing to the flow of fast-fashion by acting on this desire and have thus instituted an industry which largely depends on their consumption. Consumers contribute to the issue of global sustainability in relation to the fashion industry as an environmental polluter, a social destructor, and an economic deteriorator. The fashion industry is the second largest polluter in the world, closely behind the oil industry (The True Cost, 2015). Also, every 1 in 6 people works as a part of the global fashion industry; most of which are women earning less than $3 per day, which is hardly a living wage (The True Cost, 2015). Consumers of fast fashion have contributed to the creation of an environment which is unsustainable each of socially, environmentally, and economically. The sustainable development goal, as defined by the United Nations (2019), which relates to the sustainable continuation of consumerism in fashion is most prominently the goal of responsible production and consumption, which the United Nations aim to achieve by the year 2030. This essay will discuss the socio-psychological influences that drive consumers within the fashion industry during this current time of mass consumption, and having done so, label consumers as a contributor to the problem which is a lack of sustainability in regard to environmental, social, and economic standing. It will also suggest potential solutions which consumers can engage in in order to attempt to improve the current sustainable condition of mass culture.

The industrial revolution brought mass culture to the forefront of western society. As a reaction to this, individuals and families began to consume both products and experiences in mass amounts, thus beginning the seemingly never-ending cycle of mass production = mass consumption. Mass media and constant advertisement exposure have a great effect on the psychological condition of the consumer. Historically, individuals desire a particular status in society, such as wealth, success, love, or happiness. Product and company advertisements offer more than simply what is being sold, but also describe the illusion of these lifestyle achievements, silently claiming that by purchasing their product one will be able to realise their desire. Baudrillard describes a fairy story of a man whom, after a series of experiences, prefers objects which will provide him with the greatest satisfactions in seeking of his own happiness. He summarizes this story as, “a man ‘endowed’ with wants or needs which ‘lead’ him towards objects which ‘give’ him satisfaction. Since Man is, nonetheless, never satisfied… the same story begins over and over…” (2017, p. 87) This story, through unorthodox method, describes the infinite desires that push humans to constantly consume products. This directly correlates to the way that companies advertise themselves. People desire the ways of satisfaction; which advertisers strategically appeal to as a way to subconsciously force consumers to buy into this staged representation of achievable satisfaction. It is therefore, embedded into the minds of consumers, by nature, to consume, which is then continually fed by the media. Objects and experiences in culture are no longer made to last (Baudrillard, 2017, p. 121). Fashion products are now designed to either ruin easily, so the consumer will return for another purchase after throwing away their last, or to go out of style, so the consumer feels the need to continue purchasing as a way to support their desire for satisfaction, by describing status and achievement in the shape of a physical possession which can be consumed.

Consumer, a word derived from the term consumption, is related to the act of using up resources (Slater, no date). Evidently, mass consumerism is a reason the fashion industry, at this time, fails to be sustainable. Currently, the global fashion industry contributes to upwards of 79 billion cubic meters of water waste (Benson, 2018), as well as an estimated £140 million worth of clothing to landfills, each year (Wrap, 2019). Baker (2016) explains that clothing and apparel manufacturing and production uses up extensive amounts of water, energy, chemicals and raw materials, all of which place heavy demands on Earth's natural resources. Likewise, the majority of employees working in garment factories or similar, fashion related, production services, are mistreated, un-fairly paid, and are working in unsafe conditions. Furthermore, the consumer cycle provides for unstable economic output within the fashion industry.  According to Philip Slater of the Huffington Post, “Consumerism rests on the assumption that the economy will grow and grow forever and pay for any excesses we allow ourselves today. But infinite growth is incompatible with a finite planet, finite resources, a finite ecology. Infinite growth is cancer,” (Slater, 2011).  This suggests that if consumer methodology continues to grow as is, not only will this inevitably and irreversibly destroy the planet and the social structure of many countries, but it will also completely destroy the economy; if the consumer society is unable to maintain the ecological condition of the Earth and its naturally self-sustaining environment, by means of mass production, consumption, and waste, the economy will suffocate alongside it. Mass consumerism opens the doors to inevitable economic deterioration. Consumers, driven by the unachievable desire for satisfaction in all parts of their lives, in mass context, are driving the ecological, social, and economic stress that the Earth and society are currently under. Mass consumption will eventually lead to mass exhaustion.

In order to reduce the effects that consumerism has each of environmentally, socially, and economically, it is mainly the consumers who must adjust their methods of practice to support sustainability. Baker (2011) suggests that consumers have a choice to live in a better, cleaner world, and that it is consumer habits that need to experience change, more so than any other contributing factors. First and foremost, it is important to bring attention to the issue of sustainability in relation to consumerism, to the public. The general society should first be made aware of the cause and effect of their consumer habits so that they are able to effectively make changes in their lifestyle in support of a sustainable future. It is likely that the most effective method for bringing attention to the issue is through the media; just as the media promotes consumption. Companies such as Patagonia have already begun to advertise sustainable practice. For example, on Black Friday of 2011, as a way to draw attention to the issue of consumerism, Patagonia released an advertisement that showed one of their jackets, and read, “Don’t Buy This Jacket”. The advertisement did not literally mean, “do not buy this jacket”, but rather don’t buy the jacket if you don’t need it (Patagonia, 2011). This was an effort designed to encourage Black Friday shoppers to consider their need for a product before purchasing it, so as to inspire sustainable purchasing. Similarly, the UN sustainability goal of responsible production and consumption explains that their aim is “doing more and better with less,” (United Nations, 2019). Likewise, large fast fashion brands have begun to release sustainability statements in regard to manufacturing, and social sustainability. Although in this case, and others similar, it is the company that suggests sustainable consumption, it is nearly impossible to change a consumer’s habit without first inspiring them to consider the problem.

Following the newly interpreted awareness of the relationship between consumerism and sustainability, the consumer should then choose to specify consumption to brands that exist under a sustainable platform. Brands such as Mime Swim, a company that usesintelligent and sustainable fabric technology to create swimwear from ocean waste in a continuous loop (Mime Swim, 2019), and Boyish, who use ethical and sustainable practices when developing and manufacturing their products, as well as using only 1/3 of the average amount of water used by other manufacturers to produce denim, all while recycling 100% of the water used (Boyish, 2019), are good examples of the types of companies that consumers should lean toward when it comes to shopping, in order to maintain sustainable practice. Restricting consumption to sustainability friendly brands will help to reduce consumer’s negative contribution to the unsustainable condition of consumer culture. Buying second-hand clothing from charity shops, vintage stores, and flea markets is another method which involves recycling and is of good sustainable practice. Consumers should also begin to limit their purchases to need-based consumption, rather than desire-based consumption in support of sustainability. In relation to sustainable practice, Jaeger-Erben and Offenberger, suggest thatsocial practices also appear as performances, such that social practices are not mainly a hypertext of reality or a matter of cognition, but first of all performances in everyday life (2014, p. 168). This supports the idea that sustainable practice is a lifestyle, more so than simply a practice. Evidently, consumers must change their way of life in order to truly and completely support sustainable consumption and practices.

When consumers begin to practice sustainable consumption, companies will be forced to react accordingly as a clear message will be sent regarding where consumers are spending their money. This reaction will be a new beginning, for a world where sustainable practice is nothing but the norm. In relation to the sustainable development goal, responsible production and consumption (United Nations, 2019) can be achieved through the suggested methods of sustainable practice. As a result, the United Nations will be able to successfully reach these goals to the full extent by the year 2030, as is aspired.

Image from https://resource.co/article/putting-fast-fashion-out-fashion-emf-unveils-new-design-clothing-industry-12275

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