Between utopia and feasibility
Are we ready for cultural change? The real one, we mean. When it comes to sustainability, do we believe in all the marketing bullshit that flooded communication lately? Or are we open to change for real? Ready to pick this opportunity up and make something better beyond the facades?
People are bombarded with deceiving information:
“We are sustainable because we recycle garments!”
“We use milk, coconut or whatever fibres.”
“Hey, we have a conscious section in our store!”
“There’s a sustainable selection on our e-shop.”
“And we are the ones who do it best because we plant trees!”
Forget all that! Even the ‘plant a tree’ claim is proven misleading. Indeed, all these messages have the sole purpose of making people over-consume. As a matter of fact, not a single company has changed their overproduction pattern.
On the one hand, this is marketing, what brands need to say in order to show a clean face. But, on the other, we can find alternative reports and explorations that dig the truth out. Are we open to reading those reports? Understand how things really are? And, therefore, start questioning?
Of course, sustainability is a path to pursue with conviction and self-commitment, despite all the difficulties, misleading messages, and smoke and mirrors.
But is the effort worth it? Or, as many people with whom we exchange thoughts tell us, sustainability is just one of those beautiful utopias! To sell, one must think only of selling more. That is what companies have to do. And people, for their part, have to buy whatever product.
So, in the context of trade, specifically in the fashion field, is sustainability a utopia or is it feasible? What’s your viewpoint on this?