Can a hashtag change the fashion industry?

Now in its second year, Fashion Revolution Day (FRD) is a hashtag campaign designed to keep the most vulnerable in the fashion supply chain in the public eye. Held on the anniversary of the Rana Plaza factory collapse in Bangladesh, participants are encouraged to take a selfie showing the label on their clothes and ask the designer or brand #whomademyclothes. It’s an important cause, but can a hashtag campaign really bring meaningful change to the fashion industry? Ruth Stokes, author of The Armchair Activist’s Handbook, says if a campaign is able to raise awareness and reach people otherwise not engaged, then it has provided something of value. The challenge is translating that increased awareness into real-world practical actions, whether that means changing individual behaviors or the laws made by politicians. FRD has changed the hashtag this year to #whomademyclothes after Pixar took over #insideout in anticipation of the Disney animation film Inside Out. #whocares #meaningfulchange

The power of conscious consumerism …and how social media is accelerating ethical shopping by TheFairPages The ethical shopping basket has become an effective action platform, and conscious consumers are changing the rules of business. We see the power of this speeding up like never before. The reason is increased awareness at a scale never seen before - and the key reason for this is SOCIAL MEDIA. “Millions of conscious consumers worldwide are turning to ethical and values-based shopping to make the world a better place” Consumers want companies to be FAIR! Consumers of today know that they can make a difference as individuals by making sure that when buying a product it is, for example, made without unnecessary chemicals, less harmful to the environment and produced under fair working conditions. Around 60% on average of the world’s GDP is accounted for by consumer spending on goods and services. – Sustainable Consumption Facts and Trends, WBCSD 2008. Changing the rules of business Buy a product - cast a vote! Social media platform for conscious consumers Join the movement & spread the word

Social Media an Invaluable Tool for Helping Conscious Consumers Live Even More Consciously Images credit: Tom's of Maine With hundreds of millions of individuals logging into social media accounts every day, using the medium as a platform for social change and activism is just common sense. Today, about 61 percent of consumers use social platforms to learn about sustainability issues. In this open forum-style digital environment, consumers are able to have open conversations about corporate social responsibility and other salient subjects in sustainability. For some consumers, these platforms are a way to track the social responsibility records of their favorite brands — and for major purpose-driven brands and organizations, social media continues to be an invaluable tool for reaching those consumers with targeted, effective social campaigns. Ben and Jerry’s, for example, is no stranger to making a strong social impact via social media. REI’s fantastic #optoutside campaign is another great example of social media engagement done right.

How ethical fashion brands are marketing to conscious consumers Eco-friendly fashion often comes with bit of a stigma. But while it was once thought of as uncool or only a concern for hippies, the tables appear to be turning. According to a recent Unilever study, sustainability issues are increasingly affecting shopping decisions, with 21% of people saying they would support brands that clearly convey sustainability aspects through their marketing and packaging. This extends beyond food and every day consumer goods into clothing, too, with a multitude of fashion brands subsequently taking environmental and ethical factors into consideration during the production process. That being said, research suggests that it’s not always easy to market eco-friendly fashion. So, how are fashion brands convincing consumers that sustainability is the way to go? Helpsy Helpsy is an ethical ecommerce brand that sells products that are as cool as they are eco-friendly. Gurl power pic.twitter.com/gvF79JSv2Y — HELPSY (@shopHELPSY) January 13, 2017 Zady ASOS Made in Kenya