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Rachel Arthur's avatar

Just sharing here too in case it alerts everyone more - this topic seems to have really hit a bit of a note on Linkedin too, so do check out some of the responses there as well - https://www.linkedin.com/feed/update/urn:li:activity:7211653993066885122/

Interestingly, although I wrote this post for people not in sustainability roles thinking about transitioning in, many of the comments are from really senior sustainability folk - interesting that the same feelings apply therefore. What a time we're in!

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Georgia's avatar

Such a tricky dilemma and one that resonates with me as a former marketer deciding what to do next.

Brands that have placed sustainability at the core of their brand comms are not doing well, because ultimately that doesn’t serve the emotion that customers seek when buying fashion. Sustainability has to be built into fashion brands as a given without it being the brand story.

I’ve seen intrapreneurship teams drive change by delivering successful projects that demonstrate to leadership that good practices can be commercial, but those teams need talent, funding and senior backing in the first place. Not everyone who’s passionate about driving change gets that support.

It’s interesting to see more brands launching rentals in the UK whether that’s on their own platform (Olivia Rubin) or a managed service like HURR. The latter seems an easy way to dip a toe in and see what happens.

The other thing I’m seeing more of is slow fashion, manufacturing to order, as KITRI do now.

I guess there are enough emerging examples of ways that people are driving this change from within to give us fence sitters some hope.

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