The UN Environment Programme (UNEP) has made publicly available its Sustainable Fashion: Communication Strategy 2021–24. The Strategy, which was finalised in 2021, was made available online earlier this week.
- The Strategy sets the context for the issues the industry is facing as well as the landscape in which it finds itself both from a consumer insights and policy perspective.
- It was developed based on an extensive literature review, as well as a consultation period involving upward of 40 experts from across the global industry.
- The Strategy has also been informed by a series of workshops run by UNEP’s Sustainable and Circular Textile Value Chain workstream.
- The report has been authored by Rachel Arthur. Technical supervision, editing and support was provided by Catherine Beltrandi, Atif Ikram Butt, Garrette Clark, Marie Daher-Corthay, Alexandra Hanyue von Minden, Bettina Heller, Boris Le Montagner, Maelys Nizan, and Elisa Tonda.
A Key Highlight: The Strategy dwells on the entire fashion landscape, but a key factor often missing in public discourse finds mention in the chapter on 'Communication Needs and Challenges’.
- There is a need for both a global and local approach to this communication strategy. The scale of the challenge confronting the fashion industry means there is a global need for change, and for awareness and education to be aligned towards the systems goal. However, it is also essential that messages and activities are adapted on a regional basis in order to ensure relevance.
- The outline of this strategy in itself shows how heavily weighted the reporting on sustainable fashion is in Europe and the Global North, relative to what have traditionally been considered producing markets, or the Global South. The UN regional offices are currently operating numerous activities dedicated to this cause—across the likes of India, China and West Asia—but a more concerted global push looking at the Global South as consuming markets as well is needed.
- It’s also important to note that “sustainable fashion” means something different in different places. Recycling is part of certain traditional cultures in Africa, for instance, while second hand is seen as high quality in Japan yet still somewhat stigmatised in China and in India (albeit evolving at pace in both places respectively). “We don’t all see sustainability in the same way, and we’re not all coming from the same starting point,” said a participant in UNEP’s consultation on sustainable fashion communication. English is also the dominant language for this topic, immediately excluding many other populations. This strategy must therefore work to recognise regional nuance, ensure a localised approach and a multitude of different entry points.
Activity Sets: The Strategy outlines 12 activity sets in order to bring the objectives and vision of the strategy to life and target the three overarching audience groups of citizens, the private sector and policymakers.
- Create a digital home
- Reimagine the fashion sector
- Amplify the campaign via social media
- Curate broader stories of change
- Support targeted education access
- Establish a sustainable fashion communication guide
- Convene sector marketers and storytellers
- Ensure UNEP participation at key fashion events
- Promote alternative consumption models
- Champion local entrepreneurs
- Engage policymakers
- Drive citizen advocacy
