Is Social Media Pressure The Reason We Are Not Adopting More Sustainable Fashion?
Social media, with its influencers, AI-generated imagery, and content-sharing culture, is starting to ingrain itself more and more into our everyday lives. Seeing TikTok shops promoting fashion “dupes” and both micro and, disappointingly, well-known influencers collaborating with fast fashion brands while scrolling through social media has become increasingly harder to avoid and, for many, even more tempting.
THE INFLUENCE OF SOCIAL MEDIA ON FASHION
The growth of influencer marketing is one of the main reasons that social media has greatly influenced current fashion trends. Customers are more inclined to purchase clothing that is recommended by a reliable influencer, according to research. Fashion bloggers and other industry personalities have a significant impact on customer behaviour, as evidenced by the findings of a McKinsey & Company survey, which revealed that over 60% of consumers were affected by influencer content while making a purchase. Additionally, this creates chances for retailers and fashion labels to increase sales.
The manner in which trends are developed and embraced is another way that social media has affected the fashion industry. It is enabling an instantaneous spread of fashion ideas across the globe. Through these platforms, a wider range of voices and styles may now be seen and heard at the simple press of a button. Our hunger for instant gratification has grown as a result of our continual exposure to these shifting social media trends, which has resulted in impulsive buying patterns. Due to the “perfect” and “inspiring” photos on social platforms, which fuel the fast fashion cycle, many people feel under pressure to keep up with their favourite influencers’ outfits.
CHALLENGES FACING FAST FASHION BRANDS
Ethical and sustainable fashion brands face significant challenges in a landscape dominated by fast fashion. Their longer production cycles and commitment to higher standards make them less visible in the flood of quickly produced and widely promoted fast fashion.
Another McKinsey survey indicates that although 67% of customers think it’s vital to use sustainable materials, these ideals are frequently overshadowed by the fast-paced nature of fashion trends.
The price of ethical production, which leads to higher price points, is one significant obstacle. Customers who are used to the low costs of fast fashion may be put off by this. Fast fashion firms produce knockoffs of a trend that becomes viral on sites like TikTok in a matter of days at a fraction of the cost, while sustainable manufacturers may take weeks or even months to construct a new collection. The ultimate cost, meanwhile, is environmental since the fast fashion industry’s increased production feeds wasteful and polluting practices.
ARE WE INFLUENCED MORE THAN WE REALISE?
Due to social media platforms’ preference for high-engagement content – posts that get likes, shares, and comments – fast fashion, with its accessibility and popularity, frequently receives greater attention than sustainable alternatives. Because of this, fast fashion content is constantly promoted to the top of users’ feeds, which feeds into a destructive cycle of excessive consumption.
Additionally, users find it challenging to distinguish between personal and promotional information on apps like TikTok and Instagram due to the merging of marketing and user-generated content. Because of these tailored algorithms, even people who are interested in sustainability find themselves continuously bombarded with advertisements for fast fashion firms.
WHAT CAN WE CHANGE?
This being said, social media platforms such as Instagram and TikTok do have the power to change consumer behaviour by elevating voices that support sustainable practices and mindful consumption. It can raise awareness of the significance of making ecologically conscious decisions by showcasing slow fashion movements, ethical goods, and sustainable influencers.
New social media platforms, such as BeReal, allow its users to share their daily lives with friends without the constant stream of fast fashion adverts, reducing the need to buy quick, throwaway purchases. Users share spontaneous moments from their lives, rather than scheduling paid partnerships and shifts the emphasis from material possessions to real-life interactions.
Unfollowing influencers that support fast fashion is a simple yet effective way to help algorithms prioritise sustainable content. This can greatly lessen impulsive spending spurred by social media trends, especially when paired with mindful shopping practices like stopping before making a purchase and placing an emphasis on quality rather than quantity.
Research indicates that although just 52% of consumers genuinely take sustainability into account when making purchases, almost 80% of consumers want businesses to be socially conscious. This disparity illustrates how fast fashion marketing continues to have an impact. Together, we can take a positive step towards a more sustainable fashion future by learning about greenwashing, supporting smaller, local firms and making it a priority in our lives.
+ Words:
Aoife Morrall
Luxiders Magazine Contributor
+ Image Highlight:
© Georgia De Lotz via Unsplash
