From OOTD to OMG: How far can this go?

Authors: Christine Goulay, Katarina Krajcar, Kirraly A.

Preface: We have been working on this article for many months and felt that there is no better time to launch it than to coincide with the UN Environment Programme's International Day of Zero Waste 2025, which was on Sunday, March 30th (find more information here). I was honored to be on the jury of their Hackathon here in Paris. It is inspiring to see the momentum to solve this urgent problem of over-consumption. We hope that you enjoy this and future articles. - Christine Goulay

From OOTD to OMG: How far can this go?

Everyone seems to agree that over-consumption in the fashion industry (and others) is a huge problem, right? Everywhere we go as consumers, we are enticed to buy - and often, we do. Despite the enormity of the existing problem, it somehow continues to worsen over time, which is both astounding and alarming. Every time it seems that we have reached rock bottom, another piece of news brings us to a new low. From the OOTD (Outfit of the Day) to the launch of the Amazon Haul storefront selling all products for $20 or less, to the devastating news of Ghana’s Kantamanto Market fire, manifestations of the over-consumption mindset are everywhere.

Annually, 80 billion new pieces of clothing are consumed, which is a 400% increase compared to 20 years ago.(1) In the US, the average consumer buys on average 53 pieces.(2) Each year, 92 million tons of textile waste are produced, much of which ends up in landfills. This is one garbage truck full of clothes being dumped every second globally. And this figure is projected to rise to 134 million tons annually by the end of 2030.(3)

Considering these disastrous statistics, there is general consensus - and indeed, outrage and outcries - that the over-consumption problem needs to be fixed. But how? And by whom?

Should it be the government’s responsibility? We could go down the road of “green totalitarianism”, fully regulating the fashion ecosystem. (For an absolutely amazing - and frightening - piece of work on future scenarios including this option, check out Pernod Ricard’s study here.)
Is it the brands’ responsibility? Despite the fact that they are in a largely neoliberal economic paradigm, can they be convinced to sell less? Hmmm, not going to put my money on this one.
Is it the consumers’ responsibility, who, in a sea of choices, marketing campaigns and social pressures fuelled through social media platforms, decide to stop buying so much and “buy better” (whatever that means since there virtually isn’t any data backing up our assumptions on this)?

Perhaps, and probably, it’s everyone’s responsibility. In this article, we will dive into some examples on the consumer and government side. More to come for brands when we explore the promise of circularity in decoupling growth from production in a future article.

FOCUS ON THE CONSUMER - WHAT ROLE CAN WE PLAY?

Many believe that we can tackle over-consumption by educating consumers and raising awareness of the waste and environmental impacts this issue has caused - and continues to create. The hypothesis is that awareness will change consumer behaviour to drive new and different restrained demand signals up to the powers that be, to help fix this issue. After all, if consumers are buying, brands will continue to produce.

Even when consumers are informed, shopping habits don’t always change or may not do so at a rate or scale to make a material difference. The reality is:

1) The global population is growing – it is projected to increase by ca. 2 billion people by the year 2050, according to the United Nations.(4) That is 21% in the next 27 years. And as the population increases, so does overall demand for goods and resources. Even if consumer awareness initiatives succeed in changing some purchasing behaviors, the sheer increase in the number of consumers worldwide offsets these efforts, making it difficult to reduce over-consumption at a meaningful scale.

2) The middle class (i.e., those with purchasing power) is expanding significantly, with projections indicating that it will reach 5.3 billion people by 2030.(5) If we look at Mazlov’s hierarchy – is sustainability the first thing these people will be concerned with when they can afford Air Jordans for the first time? I don’t think so.

3) Education and awareness are currently limited to specific geographies and demographic groups, with individuals striving to exert some control and use their purchasing power for good in an increasingly unpredictable world. But for the effect of changed behaviour to take place, education needs to happen on a global scale (or at least across several regions). How do we achieve critical mass with these behaviors on a scale that is impactful?

But, we really want to believe that we can do this. If we're serious about giving it a try, we should examine what has worked in the past and in other industries. A very insightful friend (shoutout to you, Lisa Baird) suggested that looking at successful Public Service Announcements (PSAs) could be a good starting point. By analyzing the common elements of effective PSAs, we could successfully craft and adapt them to the fashion industry.

FOCUS ON GOVERNMENTS - LESSONS FROM PUBLIC SERVICE ANNOUNCEMENT CAMPAIGNS

The success of the below campaigns in other industries shows that significant change is possible when clear, compelling messages are combined with powerful media strategies.

For example, the Smokey the Bear campaign, which has run since 1944, achieved high public awareness and reduced human-caused wildfires through consistent messaging and emotional appeal. The Smokey Bear is powerful, yet cute at the same time. He cares for the environment, where he lives. How does that make us feel? Guilty that we are destroying his environment? Compassionate? Well, it works.

Similarly, "Click It or Ticket" transformed seatbelt usage in the U.S. by combining enforcement with educational outreach, leading to a dramatic decrease in traffic fatalities. Once we are kindly reminded that we have someone else to live for, we make more effort it seems.

“Love Has No Labels," with its heartfelt videos and inclusive messages, effectively shifted attitudes toward diversity. When we take a moment to truly understand, rather than judge, it helps us discover compassion for all kinds of love. It allows us to see a piece of ourselves in everyone, once we think for ourselves.

If you scroll until the end of the article, you will find a complete analysis of 6 such campaigns, their descriptions, KPIs and success factors.

SUCCESS FACTORS

To sum up, the factors contributing to PSA success include the following:

Clear and simple messages: Successful PSAs often have clear, simple, and memorable messages that are easy to understand and recall.
Emotional appeal: Campaigns that evoke emotions tend to be more impactful, as they create a personal connection with the audience.
Consistency and longevity: Long-running campaigns with consistent messaging build strong brand recognition and trust.
Strong imagery: The messaging and emotional appeal are often accomplished through impactful imagery, cheery mascots/characters, etc.
Peer networks: Often, successful PSAs will leverage peer communities, playing into the human need to belong.
Celebrity endorsement: Gets people’s attention, and makes it more exciting.
Broad media reach: Utilising multiple media platforms ensures the message reaches a wide audience.
Reinforcement through policy: Campaigns backed by policy or legal reinforcement often see higher compliance and behaviour change. OK, this really is the key. It’s like, it all goes back to the policy piece at the end of the day. We will explore more about that in our next article.

APPLYING LEARNINGS TO THE FASHION INDUSTRY

If other industries have done it, why can't fashion? Actually, it can. There already are examples of successful initiatives in the industry that managed to spark a conversation about this important issue, or at least, they made us go “Wow”.

For instance, Vestiaire Collective used artificial intelligence to creatively place piles of textile waste around iconic national monuments, highlighting the scale of the impact of fast fashion.

Vestiaire Collective Textiles Waste — Image credit - Vestiaire Collective

Also, Woolmark used the stark imagery of swimming in oil to make a strong statement about the environmental impacts of synthetic materials and make the connection that they are derived from non-renewable fossil fuels, which many consumers were unaware of.

Similarly, Patagonia's "Don't Buy This Jacket" campaign made waves by encouraging consumers to buy less and invest in quality, promoting sustainability over consumerism. However, ironically, the campaign actually increased consumption.

Patagonia advertisement — Photo credit - Patagonia

And Vinted's "Too Many?" campaign addresses clothing overconsumption with striking visuals of people wearing multiple pieces of the same item, prompting viewers to rethink their excessive consumption behaviour, ownership and opt for second-hand options.

Whilst, Fashion Revolution's #WhoMadeMyClothes campaign brought transparency to the forefront, urging consumers to ask brands about the conditions under which their clothes were made.

All of these are great examples. Ideally, to make this really work, we would need virtually the entire industry working together, not in isolation, but the whole industry: brands, supporters, suppliers, investors, celebrities, innovators, and consumers, fully united in this effort.

FORMING AN ACTION PLAN

How could we move forward if we want to solve the over-consumption problem with consumer behavioural change?

One option is top-down, structured and cohesive. For example, getting an international confederation of partners to work on this together, providing budget and dissemination support, potentially bolstered by an international, intergenerational advisory group. The campaign could be funded through a mix of government resources, private sector investment, and philanthropic contributions, similar to the model used for COVID-19 vaccine distribution. And by model I mean a massive global effort characterized by urgency and collaboration. Vaccine development and distribution actually saw unprecedented collaboration between governments, pharmaceutical companies, and international organizations. Governments provided funding, companies developed vaccines, and NGOs and multilateral groups coordinated delivery. Governments also implemented vaccination campaigns, and regulations, similar to what we have seen in the above PSA examples. Again, we will talk more about governments and regulation in the upcoming article. In our case, the overconsumption pandemic, fashion brands, international organizations, and celebrities could provide both financial and promotional support. However, fashion isn’t life or death (or is it?), so this might not rise to the top of the priority list….

Another option is bottom-up, grassroots dissemination, 1) to make the message go viral, and especially 2) to empower individuals to take ownership of the issue and the message. Funny social media campaigns give life to the message, engage consumers directly to raise awareness (and potentially funds), and create a collective effort for change. Think Ice Bucket challenge (a 2014 viral phenomenon, raising funds and awareness for amyotrophic lateral sclerosis), where participants filmed themselves pouring ice water over their heads and nominating others to do the same within 24 hours, and donate, of course. The challenge raised over $220 million globally, significantly boosting funding for ALS research. Why did it work? “It’s active, and always on someone’s feed. And it’s calling people out individually,” says Colby Taylor.

Or think Movember, focused on raising awareness for men’s health issues, incl. prostate and testicular cancer, as well as mental health and suicide prevention. Participants, known as "Mo Bros" and "Mo Sisters," engaged by growing moustaches, hosting events, or taking on sporty challenges. The campaign has attracted over 5 million participants globally and has raised over $1 billion since its inception in 2003. In 2023 alone, Movember raised $128 million. That is 20 years later! How does it stay fresh and relevant? By evolving. While moustache-growing is still at its core, the campaign keeps participants hooked with new challenges, creative ideas, and partnerships that expand its reach and impact.

So, what would the fashion industry’s ultimate “Wow” moment look like? Here’s how this movement could inspire people to take action and still deliver that “Wow” factor:

A global fashion movement: Imagine being part of something big, a rare, united front where everyone from Milan to Tokyo to your local thrift shop is taking a stand.
The power of cool: Seeing people you admire, whether it’s your next-door neighbour or a celeb rocking the movement, makes it feel doable and aspirational.
Eye-opening facts: Hit people with stats that make them stop scrolling: “Wait, we’re tossing out this much every second?” Pair it with emotional messaging (a sprinkle of guilt works, just ask Smokey the Bear).
Make it personal: Help people connect the dots between their own habits and the issue. Show them that over-consumption isn’t someone else’s problem, it’s everyone’s.
What’s in it for them: Give people a reason to join, whether it’s saving money, dodging consumer guilt, or just knowing they’re part of something meaningful.
Visible results: Over time, as conscious consumer stats rise, fashion waste drops, and even some overproduction-heavy companies start to falter, sceptics will notice. There’s nothing like proof to fuel the movement, and maybe even win over the doubters.

In the end, it’s about creating a ripple effect that makes people say, “Wow, we’re actually doing this.” Before the streets become runways for garbage piles.

And what could be the actual campaign? As part of a recent campaign for International Day of Zero Waste on March 30th, the textiles team at UN Environment Programme invited people to share stories of their most cherished garments and the reasons why. Inspired by this initiative, we’re excited to introduce:

“The Longest Wear Challenge”

Fast fashion tells us to chase the latest trends, but what if the real flex was keeping something for years and still rocking it? Enter: The Longest Wear Challenge, a campaign to celebrate the most loved, longest-lived pieces in your wardrobe.

Here’s how it works:

Find the oldest piece of clothing you still wear (think: your grandpa’s vintage sweater, your 15-year-old band tee, or those jeans that survived high school).
Snap a pic or video of you wearing it proudly and share its story, how long you’ve had it, why it’s still a staple, and what memories it holds.
Share use the hashtag #LongestWearChallenge #StillGotIt and tag Sustainabelle Advisory Services so we can see your post.

Bonus points if:

You show a throwback pic from way back when you first wore it and one from today.
You flex its durability (survived a festival? A heartbreak? A washing machine disaster?).
You challenge a friend to top your record!

Because sustainability isn’t just about buying better, it’s about buying less and loving more. Let’s make old the new cool. Here are some examples from the Sustainabelle team of our longest owned and most loved wardrobe items.

“I bought this 1960´s denim jacket at a thrift store in Boston around 6 years ago. After a few years of wear it started to unravel in some spots. Recently, I brought the jacket to a tailor to be repaired and with this little refresh, I hope to continue wearing it for years to come!” - Noah Berggren

“I bought this Roberto Cavalli coat almost 30 years ago in Filene’s Basement (if you’re an American from the Northeast you’ll understand the beauty of what was Filene's Basement, RIP). This coat is still one of my favourites!” - Christine Goulay

“I found these The Kooples boots in a Goodwill store in New York 8 years ago, they were in great condition, fit me perfectly and they’ve been my most worn shoe since. From NY, to Melbourne to Berlin - in summer and winter.” - Kirraly A.

"I found this incredible vintage silk Versace skirt years ago, restored minor signs of wear, and added built-in shorts—now it’s perfect for twirling!" - Katarina Krajcar

Back to being serious now. It can be viral fun and games on social media platforms now, or a horror story a few years down the road when we all personally start to see and feel the effects of over-production.

But why hasn’t this happened yet on a large scale? We have the information, we know the problems, and there are campaigns already running. Here are some questions to reflect on or drop your thoughts in the comments:

Can we truly care about an issue when it’s not related to our health, or the health of someone we love, that’s at risk, but our planet’s?
Can we care enough even when the problem is far away? We don’t always see the direct consequences of over-consumption? After all, our rivers aren’t filled with trash… or are they?
What will it take for us to realise this is urgent?
And why aren’t more slow fashion and sustainable brands thriving right now? Is it really that consumers don’t want to pay the “green premium,” or is there something deeper going on? Let’s talk about it.

What do you think?

References:

FashionUnited. Global Fashion Industry Statistics. Source: here
Wunderlabel. Fashion Statistics: Key Figures About The Fashion Industry. Source: here
Chen, X., Memon, H. A., Wang, Y., Marriam, I., & Tebyetekerwa, M. (2020). Circular Economy and Sustainability of the Clothing and Textile Industry. PMC8257395. Source: here
United Nations. Population. United Nations. Source: here
European Commission. More developments relevant to growing consumerism. Knowledge for Policy. Source: here
Washburn Review. (2014). Ice Bucket Challenge: Source: here
Marketing Scoop. (2020). Welcome Back Movember. Source: here
ChatGPT.