Would You Pay More, for Sustainability?
Images @abileedesigns Abi Lee
“Nine in ten Gen Z consumers believe companies have a responsibility to address environmental and social issues, but price – even when it’s not a necessity – continues to drive their decisions. So, it looks like it’s up to the brands to make sure every purchase is an ethical one.” -Sophie Benson
So what does this mean for the future of sustainable fashion? Is a small start up brand like mine doomed? Do I need to eat the costs of producing a sustainable garment, lower my profit margins, and struggle to become a viable business just to make sales?
These are the questions keeping me up at night.
The gap between the demand for ethical/sustainable goods, and the lack of willingness to pay more for them is a very real thing. We as a society are so conditioned to score a 'deal,' when it comes to consumer goods. The reality though, at least right now, is that it costs more to produce goods that are ethical and sustainable. Sustainable materials costs more, and having goods made in factories where workers earn a living wage and work in safe conditions, costs more. Profit margins are already tough, and so to make brands eat the additional cost (to keep the goods at the same price point as their conventional counterpart) isn't viable for most brands. Especially start-ups.
We need more education on the subject. Most consumers don't really understand everything that goes into producing sustainable goods. If we help them to better understand, perhaps they'll be more willing to make purchase decisions that ultimately align with their social values.
There’s also the ‘cost per wear’ argument. A well made garment that costs $100 but lasts 50 wears is cheaper (at cost per wear) than a $10 item that gets worn three times before heading to landfill. Though it’s hard to remember that when that $10 sale sticker is staring you in the face. And we all know how satisfying it feels to score that massive deal. What we have to remember though, is the actual cost to that ‘deal’–– in the form of low worker wages, poor to dangerous working conditions, harmful chemicals, unsustainable materials that end up in landfills taking hundreds of years to decompose while releasing methane gases, microplastics and their impact on the environment, and more.
So how do we close the gap?
We’ve got to change our habits! The easiest way is to buy less and buy better. We’ve got to divorce the psychology of ‘scoring a deal’ from a ‘good buy,’ and decide that a ‘good buy’ is about a good quality, lasting garment that you’ll love, and want to wear for a long time. A ‘good buy’ should align with your values of people and planet. And that is the best kind of ‘deal’ out there!
Click here to read the fantastic article that inspired this blog post!
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