Collectively, consumers play a key role in advocating for the broad and systemic change required for the fashion sector to reach its sustainability targets. According to the Intergovernmental Panel on Climate Change (IPCC), once 3.5% of the population are mobilised on an issue, far-reaching change becomes possible. Further, only 10-30% of committed individuals are required to set new social norms.
This session will highlight the powerful role of storytelling and sustainability communications from brands and retailers to influence this shift. We will explore the brands and retailers using their platforms to empower customers - from those enabling the public to challenge businesses and policymakers for greater accountability, to those providing access to opportunities to help support change or giving future generations a voice in decisions being made.
Further, in response to the EU's Green Claims Directive aimed to combat greenwashing, UK businesses must comply with the Competition and Markets Authority (CMA) guidelines. These regulations require companies to substantiate their environmental claims with scientific evidence to ensure transparency and trust with consumers.