Here’s what to know and how it ties in with fashion
Sustainable music events are trending everywhere. And it seems this has been a sustainable summer from every viewpoint: fashion, food and music.
Music events & fashion
The relationship between fashion and music is deep and intricate. Indeed, both fields represent the same culture, expressing contemporary values with different means. But, they tend to intersect more, as they need each other to promote themselves.
Now, not only do fashion events wave the sustainability flag, even music events are marketed as sustainable. Therefore, you can attend a concert, on a beach or in a park, believing you will save the planet!
Greenwashing took over communication.
And, it looks like the saying: “don’t make a promise you can’t keep” doesn’t apply to marketing.
By attending those music festivals or purchasing eco-friendly clothing, people think they are doing something good for the planet, but, on the contrary, nothing changes. Or worse, they damage it.
In some cases, it’s a matter of common sense. For instance, you don’t need a degree to understand that large crowds threaten nature. And reusable cups or collecting garbage during the event will not pay back the damage.
Sustainability or greenwashing?
Mario Tozzi, an influential voice when it comes to environmental matters, highlighted the point that many seem to miss completely:
“50 thousand people attending a concert aren’t sustainable by any natural environment, even more from our already compromised beaches.”
Mario Tozzi
Also, he reported a study from the C.N.R. (National Council of Research) on the National Park “La Maddalena” (Sardinia): every bather takes away from 50 to 100 grams of sand per day.
Music events or fashion: what separates sustainability and greenwashing
The point is made clear: numbers and quantities make the difference. A large number of people, likewise tons of quantities produced and consumed, aren’t sustainable, even if made with the best intentions.
And so, mass concerts in natural environments aren’t sustainable. That’s why it makes sense to use appropriate locations. Likewise, mass productions aren’t sustainable – whether fast fashion or luxury mass productions. Mass travels and flights aren’t sustainable, and so on.
That is the dividing line between sustainability and greenwashing. Anyone who wants to address sustainability matters seriously must start from that point. The rest is nonsense. Human beings are so many that it’s impossible to erase their impact on the planet.
But, whether misguided or due to a lack of understanding, the confusion that marketing creates is larger than the crowds attending music events!