EP.1 In Order to Break the Rules, You Have to Understand the Rules
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In this solo episode, Brittany explains why consumer behavior and psychology are key to driving sustainable change in fashion, highlighting that in order to break the rules, you have to understand the rules.
From enabling circular systems to scaling next-gen materials, consumers play a critical role in driving sustainability initiatives forward. Regardless of how groundbreaking, forward-thinking, or revolutionary a sustainable solution may be, its success and ability to create change ultimately depend on consumer adoption and support.
However, while we often say that consumers have the power to drive change, the sustainable fashion community lacks a deep understanding of the psychology and behavioral science that genuinely influences consumer behavior. Consequently, as an industry, we struggle to design and market products, services, and systems that can compete with the incumbents.
So often, the sustainable fashion community tells people to 'buy less, buy better.' While this message is well-intentioned, it often doesn't fully resonate with consumers because it doesn't address their evolutionary motivations, desires, and urges.
Fashion is often dismissed as superficial, but it’s so much more than just aesthetics. Fashion is a deep, multifaceted reflection of our culture, shaped by societal, economic, and psychological factors. It isn’t just about what we wear; it’s about identity and belonging—how we fit into society and express ourselves without words.
Fashion is a visual language that communicates our values, aspirations, and cultural affiliations. Through our clothing choices, we signal which groups we identify with, whether consciously or subconsciously. This deep connection between self-expression and social dynamics makes fashion a powerful force in shaping and reflecting cultural trends and driving consumption.
From trend-driven marketing campaigns and influencer endorsements to manufactured hype and scarcity, fashion brands use a myriad of tactics to exploit psychological triggers and drive consumer demand. By creating a sense of urgency and exclusivity, they tap into consumers' desires for social validation, belonging, and status, ultimately influencing purchasing decisions and shaping consumer behavior.
Mainstream fashion, particularly fast and ultra-fast fashion, uses a myriad of tactics rooted in psychology to fuel constant consumption and rapid turnover of trends. Therefore, in order to truly drive change, we need to understand consumer behavior more deeply and leverage these insights to create sustainable solutions that compete with the allure of fast fashion, appeal to their true values and preferences, and can shift their purchasing habits toward more sustainable options.
This is why the Green Behavior podcast is rooted in the belief that in order to break the rules, you have to understand the rules.
To counteract the conventional, unsustainable consumption patterns, we need to understand the intricate psychological tactics that fashion brands employ. By comprehending how these brands exploit emotional and social triggers, we can develop more effective strategies that resonate on a similar emotional and psychological level. This understanding enables us to create compelling, sustainable alternatives that can truly engage consumers and encourage them to make more responsible choices.
THAT’S what we aim to explore on Green Behavior. By mastering the rules that drive consumer behavior, we hope to break the existing patterns and foster a more sustainable future in fashion.
Timestamps
00:01:26 - Brittany’s Personal Journey into Consumer Psychology
00:02:31 - The Importance of Understanding Consumer Behavior
00:03:02 - Consumer Adoption and Support
00:04:06 - Fast Fashion: A Case Study
00:05:00 - The Human Need to Belong
00:06:37 - Fashion as a Form of Identity and Belonging
00:07:10 - Social Pressure and Purchasing Decisions
00:07:31 - Brands Exploiting Human Desires
00:07:53 - Influencer Marketing Tactics
00:10:36 - SFF Insiders Membership Community
00:11:08 - Upcoming Event with Patagonia's Eileen Ottenweller
00:13:14 - The Influence of Multiple Influencers
00:17:18 - The Ineffectiveness of "Buy Less, Buy Better"
00:18:01 - The Limitation of Education Alone
00:18:42 - Conflicting Messages and Overconsumption
00:20:07 - Addressing Psychological Triggers
00:20:17 - Why People Aren't Buying from Sustainable Brands
00:20:28 - Collective Consumer Action and Responsibility
00:21:50 - The Role of Behavioral Science
00:22:05 - The Why Behind Green Behavior Podcast
