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Sustainability

Don’t Believe What Consumers Say When It Comes to Sustainability

A growing body of consumer surveys suggests interest in sustainable consumption is reaching a tipping point. Those surveys are deeply flawed, writes Kenneth P. Pucker.
Shoppers carry purchases in Selfridges-branded shopping bags on Black Friday in central London on November 25, 2022.
Shoppers carry purchases during Black Friday sales in central London in November, 2022. (Daniel Leal/AFP via Getty Images)
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One of the world’s biggest shopping holidays takes place this week: Black Friday, a frenzy of heavily discounted excess consumption. The shopping hauls serve to spotlight one of many contradictions in the world of sustainable fashion: while consumers increasingly say they want more sustainable products, they’re not shopping like that way.

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About the author
Kenneth Pucker

Kenneth Pucker is a contributing writer at The Business of Fashion. Pucker is an American writer and educator who specialises in sustainability.

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