With social media continuing to gain influence over consumers, there's a powerful force at play - fashion activism. Through movements that are supported by powerful and passionate voices, we can use social media to our advantage to raise awareness and address ethical issues. The increasing prominence of social media is taking sustainability in the fashion industry to a whole new level, as viral campaigns, influencers, and technological advances will allow future activism to reach new heights. While fashion movements have been taking place for decades;, it is up to us to recognize and utilize the incredible power that this new age of technology has equipped us with.
Before social media gained relevance, an early wave of fashion activism began with multiple anti-fur campaigns discouraging brands from using real fur in production. This campaign gained significant traction in the 1980s, with the formation of PETA and taglines beginning to surface on advertisements, such as “we’d rather go naked than wear fur” (Jana, 2019). Many different brands and fashion outlets began creating advertisements to discourage consumers from buying fur, and became extremely successful gaining the traction of celebrities, such as Tyra Banks and Naomi Campbell. With the success of these campaigns in the 1980s, it can only be assumed that social media can give new fashion movements the push they need to reach a wider audience than ever before.
21st century influencers and celebrities alike hold an immense amount of power over consumers, and can raise awareness on real-world, ethical issues prominent in the fashion industry. We’ve all been guilty of falling down rabbit holes of watching video after video on platforms such as Tik Tok, and as a result, influencers can use their captivating power to shed light on the pitfalls of the fashion industry. Society is already becoming dependent on technology and social media, so why not use this to our benefit? Many influencers have jumped on board the trend of ‘deinfluencing,’ aiming to motivate consumers to adopt a minimalist lifestyle and avoid impulse-purchasing (Ormesher, 2023). Consumers have also begun to suggest ethically-friendly products as an alternative to similar non-ethical products. A study done by Unilever has revealed that 78% of consumers are influenced by influencers more than any other form of media, such as news, advertisements, or television, making it clear that influencers have the potential to transform sustainability in the fashion industry (Ormesher, 2023)
In response to the quickly evolving landscape of activism in the media, algorithms are evolving to understand what consumers want to see, feeding consumers fast fashion and trendy videos the more they engage with this content. As much as influencers have a major responsibility in raising awareness, it is also important for consumers to recognize how social media platforms work in order to become aware of what they are watching. Once consumers recognize this, it will be easier for people to understand just how much they’re being influenced to purchase fast fashion pieces, even subconsciously (Noll, 2023). This recognition can push consumers to discover sustainable brands that deserve to be placed on our algorithms, and inevitably begin to understand how their purchasing power makes all the difference. While social media can be the driving force for education and communication, the way it is utilized in society will determine its impact on the future of a sustainable industry.
Written by Nicole Ragogna
Edited by Jade Hall
References
Jana, R. (2019, November 25). How fashion fell out of love with fur: the complete timeline. Vogue India. https://www.vogue.in/fashion/content/fashion-designer-fake-fur-prada-gucci-shrimps-animal-cruelty
Noll, R. (2023, September 1). Ready to Quit Fast Fashion? Change Your Algorithm. Reviewed. https://reviewed.usatoday.com/style/features/how-quit-fast-fashion-change-your-algorithm
Ormesher, E. (2023, March 10). Why influencers are a secret weapon for sustainability. The Drum. https://www.thedrum.com/news/2023/03/10/why-influencers-are-secret-weapon-sustainability-marketing
Kommentare