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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 study 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 with less desire for material wealth. Increased spiritual values less easy to measure as happiness; the research talks about the same issues found in last years Study “The future is now”, megatrends towards 2020. From the chapter: “The twenty-first-century consumer” quote; “The fresh way of asking questions, criticise analysis shopping madness, harm to the environment and alike issues 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.

Less material wealth

They still dress identically, do the same jobs with a similar hairstyle and take part in society as everyone else, extrovert. This group does not need to build a hippies’ community, have free sex and the endless amount of drugs to stand up for their view to make a change in the world. The new movement of alert consumers is making changes and participates right now in the 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? The questions can give answers with measurable values. However, depending on what kind of situation these questions are asked to provide a wrong view of the case.

Measuring whether a trend is just a fad or grow long-lasting trend, stays megatrend or finally a new way of living, both these and another kind of research is difficult. Why is there a foundation for the growth of sustainable consumer culture? Is the trend mainstream? The analysis 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 directions in 2013 has valuable information about a green consumer lifestyle. Also smaller and large brands as H&MLevi’sPuma and NIKE marketing and PR focusing on sustainable fashion have influences on the consumers and, the organisations promote it such as Greenpeace and the 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, possibly analysed. A consumer who knows more than the producer of a product has become a prosumer.

Below a reality check in the society

  • Information overload
  • Shopping overloaded
  • Lacks of spirituality, people are seeking for 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 the prediction of a new awareness, sustainable consumer, the studies confirm it. Besides, we have a better understanding of the essential happenings around us.  An interesting scenario study by fashioning the future 2025 and NICE (the NICE consumer) shows a new type of consumer. However, the most critical research on value changes is made by organisations, such as the U.N. and World Economic Forum. Performed yearly, and they are free (The Global Competitiveness Report 2012–2013 Insight Report and, Human Development Report 2013, Human Progress in a Diverse World U.N.).

The 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 almost 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 decade,s 

What does earlier trend research tell us about it?

  • Oneism, achieve happiness in a life built on balance. Demand for product quality, comfort, details and perform one thing
  • D.I.Y. «the consumer insists on playing a more significant 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 a 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 sure it will happen fast. Sustainable fashion design is not a fad, a long-lasting trend, nor a megatrend; it has become a new way of living. What is significant knowledge of environmental actions, they are only symptoms. Compassion and loving-kindness are crucial.

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