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The United Nations has created a sustainable fashion communication playbook to share how brands, marketers, media, and others should talk about sustainable fashion. We read the 102-page guide to share how it will impact you as a consumer.
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On June 28th, The United Nations Environmental Programme (UNEP) and the UN Climate-Change-convened Fashion Charter launched the Sustainable Fashion Communication Playbook. Essentially, it’s a guide for the global fashion, marketing, and media industries. There are also several key takeaways for consumers looking to move away from fashion’s harmful model to contribute to sustainable change.
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As mentioned before, the main focus of the playbook is communication. It touches on false marketing (greenwashing), overconsumption, and how the storytellers and voices that shape fashion’s narrative can redirect buying habits to become more sustainable and empower consumers to demand more from policymakers. This is good news for those who have voiced concern over the growth of greenwashing. The marketing tactic is harmful and dissuades real change from happening. So, how can fashion communicators, like the press, create truthful storytelling and spark environmental advocacy? According to the guidebook, there are four main areas to focus on.
Lead with Science
Credible messaging is backed by facts delivered in a clear, concise, and (above all) truthful manner. That’s why data, reports, and statistics are powerful messaging tools.
What happens when messaging around sustainable fashion isn’t backed by facts or credible data? There is a higher chance that those sustainable claims are greenwashing. In a 2021 study from the Changing Markets Foundation, 60% of sustainability claims by European fashion giants are “unsubstantiated” and “misleading.”
Change Behaviors and Practices
Have you heard of a B Corp brand? These brands have undergone a rigorous assessment that examines their environmental impact, governance, workers’ well-being, and other areas of sourcing and production to achieve certification as a company that balances profit with benefiting the environment and people. Oftentimes, these assessments spark changes that a brand must make to improve its environmental and social performance score.
Some brands highlight these clearly highlight these changes to customers. That can look like Allbirds’ carbon footprint calculator, which was used to communicate with customers how they managed to reduce the carbon footprint of several of their products by 19%. Since it’s a science-backed communicator tool, it’s a clear way to show how they have changed their practices to reach a more sustainable outcome with their products.
Reimagine Values
Overconsumption does not equal happiness. While that may have been the old ethos communicated across the fashion industry, this playbook stresses new values and principles that should be communicated to customers worldwide.
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- Eradicate all messages encouraging overconsumption.
- Champion positive changes and demonstrate accessible circular solutions to help individuals live more sustainable lifestyles.
- Spotlight new role models and notinos of aspiration or success.
- Focus on inclusive marketing and storytelling that celebrates the positive ecological, cultural, and social values of fashion.
Drive Advocacy
What role does the consumer play in “driving a systems change”? Collectively, consumers can “demand greater action from businesses and policymakers alike.” The keyword here is “collectively”. When large portions of the population come together under a shared mission, that causes the “tipping point” to transform markets, drive forward policies, and spark change.
Those who have a platform are guided on how to use it in this playbook to champion advocacy and spread the word about civil movements, political initiatives, and petitions focused on change.
Use These Templates To Ask Brands To Practice Sustainable Consumption
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The Communication Playbook is a 102-page document that fashion brands, marketers, and the media can use to effectively and truthfully communicate what sustainable fashion is. There are a series of dos and dont’s and clear examples to show communicators just how we should speak about fashion in ways that will align with the Sustainable Development Goals. If the global fashion industry can use this guide to clearly communicate what sustainable fashion is, it will reduce the instances of greenwashing and spark lasting positive environmental and social change.
