Fast fashion is booming, but so is its environmental toll. With up to 10% of global carbon emissions linked to the industry, the over-consumption of cheap clothing has made sustainability campaigns more vital than ever. Yet, even as awareness of fast fashion’s environmental harm grows, many consumers remain resistant to changing their shopping habits.
My recent research investigated a surprising obstacle to these campaigns: the language used to drive change. I explored how assertive messages such as: “Stop shopping to save the planet!” fare when pitted against softer suggestions along the lines of: “Consider shopping less for a greener future.”
