Sustainability a s a trend and marketing strategy

In the fashion industry as well as in all other lifestyle sectors the trend that is recited like a mantra is sustainability. And exactly that’s where the observer has to be on alert: sustainability, which is based on durability, consistency and economic usage of resources, can hardly bow to changing tastes and tendencies. Or is it allowed after all? No wonder a lot of people ask themselves where the green marketing scheme ends and the seriously meant commitment starts. Brand furniture with social benefit but unbelievably cheaply produced by Colombian ex-convicts in Bogotá; transparent, with focus on regional knowhow, in low-wage country India manufactured luxury bags…: How can the one who is willingly doing good and is as willingly talking about it be exposed as an impostor?  How much do the world and society benefit from projects that are serving to cultivate one’s image in the context of “Corporate Social Responsibility”? What part do trend forecaster, communication experts and marketing strategists, who are developing green concepts for their clients, play and what part does the media play by passing on their preaches about sustainability? And who if not the end consumers, who can simply insist on their ancestral consumer behavior, have it in their own hands to really support the sustainability thought? Maybe the path leading in a green future is not about “further-but-different” consuming but has to break new grounds. For companies focused on improving their profits, exploring these has to heavily be dear to their heart. Or in the sense of a better and worth living morning, in the end after all?

(Text: Daniel Kalt)

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