2013 the year Eco and sustainable fashion reached the mainstream consumer?

Why is it a foundation today for the growth of a sustainable consumer?

The complete research slideshow research, the sustainable fashion consumer, yesterday, today and tomorrow posted: New research the sustainable consumer. Latest posts how do the new Eco-fashion and sustainable consumer look like? The post described the status of a brand-new type of Eco-consumer evolved over the last years, more aware of environmental problems caused by fashion and willing to make a change. Research shows today that most people consider themselves as green consumers and that they feel it is an obligation to recycle.

Ford’s trends 2013 describe a consumer who is fewer concerns with material wealth and a belonging to values less easy to measure as happiness; the research is building up and talks about the same issues as the research we did last year named the future is now, megatrends towards 2020. Read the post “The twenty-first-century consumer” Quotes; “The fresh way of asking questions, criticize analysis shopping madness, harm to the environment and so on are different from before”. The protest and hippies’ culture at the end of the 60s and 70s were in many ways extremely introverted. The modern movements in state of the art society are regular people who want to make changes without much noise.

They still dress in an identical way, do the alike jobs, keep the same hairstyle and take part in society as everyone else, extrovert. This group does not need to build a hippies’ community, have free sex and endless amount of drugs to stand up for their view to change the world. Now new movement of alert consumers is making changes and participates right now in our community, the 21st-century hippies.”

Research and trends

To conduct research asking consumers is not always enough to describe why people are ready for a change or why a society became less clenched to materialism and increased spiritual. Research asking how many times to have you? How do you consider? And have you recently purchased? These questions can give answers with man measurable values, however, depending on when, how and what kind of situation these questions asked might not give the right view of the situation.

Measuring whether a trend is just a fad, has become a long-lasting trend, turned into a megatrend or last have become a new way of living both these and another kind of research needed. Why is there a foundation for the growth of a sustainable consumer and has it yet reaches the masses is an interesting question? The research made by WRAP UK, valuing our clothes is an informative tool and gives a lot of answers. When looking at the longer-lasting trends the research performed by Ford’s trends 2013 has valuable information about a green consumer lifestyle. In addition smaller and large brands as H&M, Levi’s, Puma and NIKE marketing and PR about sustainability in fashion have great influence on the consumer and the organizations that push them forward as Greenpeace and World Watch Institute

A reality check can give an idea of the future

We live in an access culture; in fact, there is far too much information that possibly can be analyzed. The Internet and modern technology have created a consumer who in many cases knew more than the producer of a product, and in many ways has become a prosumer. If we perform a fast reality check in the society

  • Information overload
  • Shopping overloaded
  • Lacks of spirituality, people are seeking for a new truth and reality.
  • Rapidly growing megacities
  • Global warming
  • A finance crisis
  • Power of the black gold
  • Lack of non-renewable sources of energy
  • A lack of cultural understanding (the world is getting smaller, yet different)
  • The rise in life expectancy
  • Terrorism, Smaller ethnic conflicts in the world
  • New technologies Nano and Biotech
  • Interconnected
  • Digital communication and social media, we are constant media liberating everything

A reality check gives us leads towards prediction of a new more aware sustainable consumer, the facts from studies confirm it. In addition, we have a better understanding of the important happenings around us. We can use scenario thinking imagine the different outcome of what we already know, in this case, we have brilliant research done by fashioning the future 2025 and NICE (the NICE consumer) new consumer who makes scenarios of different consumer types in a retail landscape with brand new or existing fabrics. However, the most important research about changes in the society, our values and wealth, etc. are what organizations as for example UN, World Economic Forum performed yearly, and they are in most cases free (The Global Competitiveness Report 2012–2013 Insight Report and Human Development Report 2013, Human Progress in a Diverse World UN).

History tells us something about the rise of a new sustainable consumer

We enjoy describing every decade from a fashion viewpoint (so 80s), what kind of clothes, youth cultural movement, film, and music; most magazines do this from time to time. When we try to compare our decade with the last decades which decade has the most in common? Without using a research scientific approved method the decade I believe 1970s is most equal to today. When describing the decades between 1970 and 2020 a few similarities occur; collective, spiritual seeking, organic, alternative and open to changes are words and values we find in both decades.

What does earlier trend research tell us about it?

  • Oneism, achieve happiness in life built on balance. A demand for product quality, comfort, details and perform one thing
  • D.I.Y «the consumer insists on playing a larger role, creatively and wants to become more and more a producer at all levels.
  • The new body culture, future fashion fabrics, the body as a temple, body art, and fashion. A healthy lifestyle, the growth of yoga and meditation
  • Positive Anarchy and anti-consumerism, a reaction on big brands, and exploitation of Earths global resources
  • Sustainable design, new ways of making fashion garments in the future with less negative impact on the environment

The rise of a new sustainable consumer

Whenever it is 2013 sustainable fashion with have its major breakthrough among the large part of the consumer culture is not easy to say, however, almost certain it will happen fast. Sustainable fashion design is not a fad, a long-lasting trend nor a mega trend; it has become a new way of living. What is significant is to remember taking care of the environment and cleaning up is at this moment the symptom of planet’s health what really important is our ability to perform compassion with other living beings, that they have the same right to live, enjoy happiness and feel the healing effect of nature as us, just then I believe can we do the right thing.


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Kenneth Lyngaas
Sustainable fashion designer & eco-philosopher Sustainable fashion dedicated the twenty-first-century green living, design for change through system thinking, eco philosophy, spirituality, and sustainability.
Kenneth Lyngaas
Kenneth Lyngaas
Kenneth Lyngaas
sustainableFASHION// dedicated the twenty-first century sustainable community and living. Every day, I deliver selected news on Eco design across the Internet. Most people appreciate an update without searching latest news themselves. Therefore, it’s already served. Don’t miss it, subscribe! http://paper.li/buddhajeans/1322177882
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