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PERFORMATIVE SUSTAINABILITY
Writing FATIMA GARCIA Image ARE.NA VIA THOMAS BUILLOT Editing MORGAN DUNSTAN
It is estimated that by next year, millennials will be the generation with the most purchasing power in history, so it comes as no surprise that today most retail businesses are marketing specifically to millennials. With social media and technology on their side, companies are better equipped than ever to target consumers with advertisements based on algorithms specifically catering to internetsavvy millennials’ past searches and purchase history. Services such as Amazon Prime have created a culture wherein people are so accustomed to the luxury of instant gratification without having to leave their homes, that the extent of mass consumption in today’s society is unprecedented. As a result, malls and physical retail stores are on the decline and new generations will never know what it means to have to wait a whole week for a package. This detachment from the physical process of purchasing goods allows few people even bother questioning where their products are sourced from or where they go after they are disposed of. Millennials have grown up facing the challenge of climate change, the possible extinction of multiple species, and the constant nebulous threat of nuclear war. The millenial generation has the greatest understanding of
their purchasing power and the interconnectedness of the world. Millennials know and care about sustainability, but are sorely lacking in terms of understanding the textile and fashion industry. Most are unaware of how and where their clothing is manufactured and the creation of instant gratification has only increased their detachment from the process. Stores such as Zara and H&M cater specifically to individuals who want fast and trendy outfits for a low price. They feed directly into the millennial desire for constant change and a faster paced lifestyle. But the cost to make this all happen is much higher than the listed retail price. After many years of backlash, fast-fashion companies such as Zara and H&M have finally been forced to commit their brands to adopting sustainable practices. At the yearly Copenhagen Fashion Summit held last year in May, the Global Fashion Agenda outlined four immediate action points needed to lead the fashion industry into a circular and sustainable system. By June 2018, 94 companies signed the 2020 Circular Fashion System Commitment, comprising of 12.5% of the global fashion market. In signing, the companies have committed to adhere to one of the four immediate action points and to
