Does Social Media create Awareness for Sustainable and Ethical Fashion?

Whilst social media exacerbates fast fashion, it is also a tool for brands to promote sustainability and sustainable products.

Due to the interactive nature of social media, it is one of the best ways to interest consumers in specific trends. Social media allows fashion brands to target and attract consumers.

Social media decreases the communication distance between consumers and brands. As a result, fashion brands can easily share information and interest consumers in specific trends. Nowadays, consumers are considerably more attentive to environmental and social concerns. Social media has shown to be an effective medium to promote information about a fashion brand’s sustainability initiatives and goals to create environmental awareness. Sharing information about a brand sustainability is also used as a marketing tool to elicit more purchases from sustainable brands.

It is imperative to explore how sustainable fashion brands use social media to advertise their products, share information about their sustainability mission, and engage with consumers to develop their brand. Brands such as Patagonia, Everlane, Reformation, Stella McCartney, and Veja enhance consumer engagement and actively communicate information regarding their environmentally sustainable and fair-trade products using visual and textual information that aligns with the brands identity and sustainability goal.

Furthermore, social media can be used as a marketing tool for sustainable fashion brands to target their key demographic. Young consumers are attracted to purchasing sustainable clothing. In addition, high-income consumers are more likely to purchase sustainable fashion. Hence, sustainable, and ethical fashion brands need to effectively market themselves using social media and influencers to reach and influence their target market.

Sustainable fashion social media influencers encourage their followers to purchase more environmentally friendly fashion options; to indulge in sustainable fashion by upcycling, thrifting, repurposing and purchasing new sustainably made clothing.

Ultimately, the uprising of sustainable fashion is partially supported by social media as a medium to create awareness for sustainable fashion brands and practices.

Let me know what you think!

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