Fashion Futures

1

2

OLIVIA EGGINGTON 1908042 FASHION FUTURES AD6603 WORD COUNT: 4325

3

4

CONTENT PAGES 6-7: ABSTRACT PAGES 8-11: INTRODUCTION PAGES 12-15: WHO ARE GENERATION ALPHA PAGES 16-17: GRETA THUNBERG PAGES 18-21: GENERATION ALPHA: CHANGE MAKERS PAGES 22-25: THE CURRENT FASHION INDUSTRY: FAST FASHION PAGES 26-33: THE FUTURE OF FASHION: UPCYCLING PAGES 34-35: THE FUTURE OF SOCIAL MEDIA MARKETING PAGES 36-41: CONCLUSION PAGES 41-49: REFERENCES

5

ABSTRACT The future of the fashion industry is one of great debate. There are many current topics of discussion within the Fashion Marketing and Communication industry such as the rise of technology, digital fashion and slow consumerism. Climate change is a subject that cannot be ignored. ‘The IPCC (Intergovernmental Panel on Climate Change) has stated that to avoid climate catastrophe, global emissions must be halved by 2030 and at net zero by 2050’ (What the 2030 Climate deadline really means, 2020).

Therefore, the topic of my essay focuses on what the future of the fashion industry looks like with regards to sustainability as research shows it is the ‘world’s second largest polluter’ (Qutab, 2020).

6

“The fashion industry is responsible for 8-10% of humanity’s carbon emissions – more than all international flights and maritime shipping combined” (UNEP, 2018).

“If the fashion sector continues on its current trajectory, that share of the carbon budget could jump to 26% by 2050” (Ellen MacArthur Foundation, 2017), (The Environmental Cost of Fashion, 2021). The industry cannot continue as it is: the world is in a climate of crisis. Fortunately, with the rise of climate change activists and Generation Alpha there is still some hope for our future.

7

8

FIGURE 1: ‘OVERCONSUMPTION’

INTRODUCTION For this project I am going to investigate what actions Generation Alpha are already taking to combat the rising issues with regards to Climate Change. I will analyse Generation Alpha as consumers and what social, political, and environmental views they have on protecting their future. I will then identify where their influences and inspirations are coming from, particularly looking into the environmental activist: Greta Thunberg. My essay will then focus on what influence their actions and values are having on the fashion industry and its future.

I chose to focus on Generation Alpha as they are a demographic I have not researched previously. As a key future consumer, I wanted to educate myself on them. I am aware that the membership of Generation Alpha is not yet complete as it has been given an end birth date of 2024. I am also aware that for those children who are pre-school they will have little awareness or ability to reflect and evaluate issues such as climate change. This study primarily relates to those of the midi – maxi alpha age groups as defined in a Generation Alpha document produced by Wunderman Thompson. In terms of understanding their thoughts and perceptions, it would be important to create the largest sample possible to capture their views. It is also vital to factor in elements such as culture, race, gender and social class when attempting to conclusions about something as broad as a ‘generation’. Finally, I also wanted to investigate the notion of whether nature or nurture are the core factors in influencing the development of young people.

This quote by Maccoby, working at Stanford University, seems to suggest all factors are important. ‘The two are inextricably interwoven all along the pathway from birth to maturity’.

9

As I am also interested in gaining a job within the social media/ marketing industry, it will be highly beneficial to find out what values and interests this generation have as they are consumers I will have to target in the future. This topic will complement my ‘Concept and Direction’ module as it will allow me to do more thorough research into Generation Alpha, who are also my target consumer within that module. I also chose to include sustainability within my work as in the future I would like to work for a brand that has strong values on sustainability because of my own personal values.

To conduct a thorough essay, it is essential to have both primary and secondary research. Therefore, I have conducted a primary survey to gain a first-hand perspective on the topic. I have also contacted some people from the industry to gain their prospective. To gather secondary research, I have looked at reliable blogs, websites, videos and journals. Throughout my essay, I have used a combination of both primary and secondary imagery to help illustrate my essay.

HYPOTHESIS: How is Greta Thunberg influencing Generation Alpha with regards to their social, political and environmental views/ actions on climate change and what does this mean for the future fashion industry?

10

FIGURE 2: ‘’CLIMATE ACTION”(EGGINGTON, 2021)

11

WHO ARE GENERATION ALPHA? Generation Alpha, a demographic born between 2010 and 2024, are predicted to be the most influential generation with regards to climate change. ‘By 2025, this group will reach a worldwide population of more than two billion’, which would equate to about a quarter of the world's population, meaning they are going to be a demographic that cannot be ignored (Patel, 2021).

They are a tech savvy, educated and strongly opinionated generation and the first to completely be born in the 21st century. Though the eldest of Generation Alpha are only 11, they are already a highly influential generation.

12

Research shows that of those surveyed, ‘80% of parents said that their child/ren have influenced their actions and consumption decisions, making them more environmentally aware’ (Mccrindle, 2021). Therefore, not only will they have a significant impact in the future as they will be entering the workforce and have a disposable income, but they are also highly influential now with regards to their parents' spending. The perception is that the older members of Generation Alpha are influencing their parents, but it would be naive to think that parents, who may now be anxious about what the future holds for their children, were not also influencing them. Millennials, the demographic primarily parents of Generation Alpha, are also an environmentally aware generation and understand they need to take actions in protecting their children's future.

WE ARE THE FUTURE! FIGURE 3: GENERATION ALPHA MOODBOARD

13

14

FIGURE 4: ‘HUG OUR TREES’ (MCCARTNEY, 2021)

CLIMATE ACTION NOW !

Growing up in times of great uncertainty with global pandemics, rising climate change concerns and natural disasters, Generation Alpha are already committed to undoing the damage of previous generations and taking responsibility. Therefore, they are already aware of the political, social and economic issues they will face, particularly with regards to climate change as they care deeply about fixing the world. From a primary survey, 95% said that they are worried about the future of the planet and 97% said they would like to see more being done to protect it. Their strong values on sustainability and taking action have come from a variety of inspirations and role models, a key one being Greta Thunberg.

15

"She is creating awareness for the depressing consequences of climate change"

GRETA THUNBERG: A ROLE MODEL Greta Thunberg is an 18-year-old climate change activist from Sweeden.

She started taking action at the age of 15, however, she became aware of the problems with climate change at the age of eight (the current age of some of Alpha Generation). She started making lifestyle changes such as becoming a vegan and refusing to fly on planes.

She began making a greater impact by missing school and sitting outside the Swedish parliament holding a cardboard sign saying, ‘School Strike for Climate.’ Her campaign received worldwide attention as her message of taking climate change action resonated with many, particularly the youth.

16

To support them in ensuring their voices are heard, she started a movement called ‘Fridays for Future,’ also known as school strikes for climate change. ‘By December 2018, more than 20,000 students- from the United Kingdom to Japan- had joined her by skipping school to protest’ (Kraemer, 2021).

She has since been nominated for multiple awards, including the Nobel Peace Prize and has won the Gulbenkian Prize for Humanity.

She has been a prominent voice for the youth, climate change and encouraging people to fight for what they believe in.

"She is taking steps to fight for what she believes in and educating people in the process"

"She has awoken peoples attention to the climate crisis in a way no other has been able to"

17

FIGURE 5: GRETA THUNBERG MOODBOARD

18 FIGURE 6: GENERATION ALPHA: CHANGE MAKERS

"Thunberg has represented the younger generation and spoken out”

GENERATION ALPHA: CHANGE MAKERS Similarly, to Great Thunberg, it is clear to see Generation Alpha are willing to do all the can to protect their future and at such a young age are already becoming climate crusaders. Research shows that many of Generation Alpha find her a role model, viewing her as an inspiration for standing up to what she believes in.

Many have been inspired by the actions Thunberg has taken and have also been attending protests and marches. A study conducted by Beano Studios found that, ‘One in five Generation Alpha children in the UK have already attended a march or protest- climate change and Brexit are the primary candidates, especially since they are an environmentally conscious generation’ (Generation Alpha, 2020).

This demonstrates that as they are not old enough to vote, they are finding new ways to take action. These images show Generation Alpha kids attending protests and holding up cardboard signs with witty political slogans. Thunberg’s actions have inspired Generation Alpha and made them feel more confident in making their voices heard and support her in mitigating the climate change movement. The actions she is taking have shown people how impactful ‘ordinary’ people can be. The youth resonate with her story and background, remembering how she started protesting sat by herself but is now a leader in a youth climate change movement and encouraging them to make their voices heard.

19

"The greatest threat to our planet is the belief someone else will save it”

CASE STUDY: YOUNG ACTIVISTS It is clear to see that Greta’s actions have had a ripple effect on Alphas’ and ignited a youth movement. Ella and Caitlin Mcewan, sisters aged 11 and 9 from the United Kingdom, are young climate change activists following in Thunberg’s footsteps. They have started a petition for fast food restaurants Burger King and Mcdonalds to stop using plastic toys in their children's meals. They started this petition after learning about the serious harm plastic waste does to wildlife and the planet.

They have been petitioning on the streets to raise awareness on this topic.

20

"We like to go to eat at Burger King and McDonald’s, but children only play with the plastic toys they give us for a few minutes before they get thrown away and harm animals and pollute the sea, we want anything they give to us to be sustainable so we can protect the planet for us and for future generations" they write on the web page for their petition (Chauzy, 2020). This demonstrates how the ‘Greta Effect’ is working as both brands have since pledged to decrease their use of plastics in their meals. The sisters also won the ‘Future Leader’ award for their demanding work and actions they have taken.

FIGURE 7: YOUNG ACTIVISTS ELLA AND CAITLIN

21

FIGURE 8: GREENWASHING

CURRENT PROBLEMS: FAST FASHION Greta Thunberg and Generation Alpha’s actions are already having a significant impact on the future of the fashion industry.

Thunberg, and other profound climate change activists, influence on Generation Alpha’s mindset and values will result in a future fashion industry that is more considerate of the impact it is having on the planet. Thunberg is encouraging a slower approach to the production of clothing. This is because of the significant impact the fast fashion model is currently having on our planet. Overconsumption is currently a huge problem, which is encouraged by the fast fashion industry. ‘The carbon footprint of new clothes bought in the United Kingdom every minute is greater than driving a car around the world six times’ (Oxfam, 2019). Most of this clothing then ends up in landfill where it will be burnt, even when most pieces are still wearable.

22

Another big problem is overproduction, again a problem primarily caused by the fast-fashion industry. ‘Worldwide, over 100 billion items of clothing are produced each year which equates to 14 items per person on the planet’ (10 must known facts, 2021). However, fast fashion brands are understanding that consumers, particularly the youth, do not approve of their production methods. Therefore, they are taking steps to becoming more ‘sustainable.’ However, are their efforts genuine? Thunberg is raising awareness on this topic through her campaigns saying the fashion industry, in particular the fast fashion one, are just using greenwashing (making false claims) by marketing themselves as ‘sustainable’ or ‘ethical’ whilst still mass producing. This image shows exemplary marketing techniques brands are taking to greenwash people.

FIGURE 9: FAST FASHION (EGGINGTON, 2021)

23

THE IMPACT THESE ACTIVISTS ARE HAVING ON THE FASHION INDUSTRY However, as Generation Alpha are already a highly educated generation, they will not be fooled by greenwashing.

For brands to stay relevant in the future, they will have to ensure that their values align with Alpha’s. From a primary survey, 83% percent said that they would like the fashion industry to use more sustainable practices in the future. This will lead to more brands promoting ‘slow fashion,’ the exact opposite of fast fashion. ‘Slow fashion encompasses an awareness and approach to fashion that considers the processes and resources required to make clothing. It advocates for buying betterquality garments that will last longer, and values fair treatment of people, animals, and the planet along the way’ (Hill, 2021).

24

A slow fashion model will result in more people renting clothing because clothing will have more durability. In her interview for Vogue Scandinavia, Greta Thunberg said: “The last time I bought something new was three years ago and it was secondhand. I just borrow things from people I know” (Elan, 2021).

We are already seeing a rise of social media platforms such as Vinted and Depop that are encouraging more conscious consumerism.

From a primary survey taken by Alpha, 97% said that they would be willing to buy second hand clothing in the future to protect the planet.

FIGURE 10: GRETA THUNBERG VOGUE (VOGUE, 2021)

25

THE FUTURE OF FASHION: UPCYCLING Upcycling is currently a big talking point within the fashion industry. ‘The practice of upcycling clothes paves a way for more sustainable and ethical fashion’ (Okafor, 2021). Production methods are much more beneficial to the planet. It reduces the use of chemicals harmful to our health and planet, mainly because the clothing does not need to be dyed. Another key factor is that it minimises the need for natural resources such as water. Research shows that ‘dyeing clothing can use up to 150 liters (about twice the volume of a mini fridge) of water per kilogram of fabric’ (Sajn & Okafor, 2010).

26

It also encourages improved workplace ethics as brands that care about environmental issues understand that social issues are part of the problem. Slower production methods encourage fairer workers' rights and safer working conditions. A big benefit to upcycling is that it prevents clothing from ending up in landfill and being burnt or left to decompose.

As upcycling is a big trend for the future of the fashion industry, many brands are catching on, including fast fashion brands, and are trying to claim they use more sustainable methods including upcycling.

‘We all know there are far too many clothes on the planet.

Unfortunately, most of the clothing that is being produced is made from non-recyclable materials like polyester.

Therefore, I think the only way we can deal with the problem is to work with the clothes we already have whether that be swapping/ buying second hand or upcycling them’ (Afrayed Upcycling, 2021)

27

H&M: SUSTAINABILITY

ONSCIO C E

US

TH

H&M are a fashion brand who is putting in place more sustainable practices. This includes their introduction of their upcycling Loop machine in Stockholm that turns old, unwanted garments into new pieces with the process taking around five hours. People can see this machine in action with H&M hoping that it will help change people’s consumer behaviour and help them understand the importance of upcycling and recycling.

They have set a goal of only using only recycled or sustainably sourced materials by 2030 in their brands’ collections and become fully circular and climate positive by 2040 (Preuss, 2021). However, this is just less than 20 years away, is it too little too late? Is Greta correct, are they just greenwashing as their brand is still based on a fast fashion model?

ON TI FIGURE 11: H&M UPCYCLING

COLLEC

28

“ H&M SUSTAINABILITY RAITING, ‘IT’S A START...”

Although their loop machine is a step in the right direction, the manufacturing process is not completely ‘sustainable’ as it does not run-on old clothes alone.

Already by the third step (after washing and shredding the old fabric), new material is added to “strengthen the material.” H&M also does not specify the exact proportion of old and new, only that the company is working on making this part “as small as possible” (Preuss, 2021). Also, the materials that they are currently using within their clothes are non-eco-friendly materials such as polyester. Though they have their ‘Conscious Collection,’ pitched as a clothing line made from more sustainable materials such as organic cotton or recycled polyester, it was found to contain a higher share of damaging synthetic materials than its main line (72 per cent compared to 61 per cent),” The Big Issue reported in June (Ramaniah, 2019).

FIGURE 12: H&M LOOP MACHINE

Research shows, most of H&M’s sustainability claims are greenwashing as a way to distract people from the fact it is still a fast fashion brand that is built on over production and encouraging people to buy products unnecessarily that are unsustainable. Therefore, their ‘sustainable initiatives’ are not as impactful as they could because they are still encouraging people to buy fast fashion. Fast fashion companies also encourage people to buy products from overseas which has a negative impact on the planet because of flight commissions. Products are still cheaply made and they do not always have fair worker rights with most of their staff working in poor conditions and receiving low wages.

29

PATAGONIA: SUSTAINABILITY

ECT THE T O

PLAYGR IR

PR

They also use recyclable fabrics in their clothing such as recycled nylon.

They have set up their ‘Worn Wear’ hub where they sell used Patagonia gear, share online guides for DIY repair and care, and recycle garments at the end of their useful lives. They believe that to help the planet we need to cut down on consumption and think about reusing what we already have. They also only produce a limited amount of stock at a time. Patagonia is a frontrunner for promoting a more conscious future and has received a B-label meaning its amongst the best sustainable brands within its sector.

D 30

FIGURE 13:PATAGONIA KIDS

N OU

However, there are brands who are promoting slow fashion and upcycling in the correct way and not green washing people. This includes brands that are showing sustainable fashion can still come at an affordable price.

Patagonia is a leading brand in the sustainable fashion industry. They are a highly transparent clothing brand setting an example for the rest of the industry. They are taking clear actions in reducing their environmental impact including their marketing campaigns such as ‘Do Not Buy This Jacket’ promoting slow fashion.

" Buying used extends a garment's life by about two years, which cuts its combined carbon, waste, and water footprint by 82% - Worn Wear , ( 2021)

31

PATAGONIA: UPCLYING In 2019, Patagonia launched ‘Recrafted’, a collection of exclusive pieces made from fabric waste to create one-of-a-kind garments. Once garments have reached the end of their life cycle and can no longer be repaired, they will upcycle them to avoid them ending up in landfill. The collection not only features a variety of garments but also bags. This model has proven to be a tremendous success and one that many brands are keen to copy. They have sold thousands of pieces from this collection as people are drawn to the exclusivity of their products. ‘Patagonia’s program reveals that it is possible for brands to make upcycling a part of their business model and in doing so, chip away at the fashion industry’s enormous waste’ (Sergan, 2021).

32

They also focus on fair working conditions and practices. ‘Patagonia products are produced under safe, fair, legal and humane working conditions throughout the supply chain’ (Patagonia, 2021). They do not use child labor and are highly transparent and proud of their code of conducts. It is upcycling brand models like Patagonia that are the future of the fashion industry. We are seeing a rise in models like theirs and we will continue to do so in the future. Upcycling offers the fashion industry the opportunity to be creative.

Brands can create new garments without the determent of our planet.

FIGURE 14: PATAGONIA UPCYCLING

33

THE FUTURE OF MY PRACTICE: SOCIAL MEDIA Generation Alpha do not know a world without social media. From the minute they are born they are immersed in a digital world with technology at their fingertips. It is predicted that in the future ‘21% of Alphas will spend more than 8 hours a day on social media’ (Bechervaise, 2021). These days, it is exceedingly rare for a brand to not have a social media presence because of the many benefits it has. Social media is going to play a vital role in the future Fashion Marketing industry. However, with the rise of fast fashion and influencers, social media platforms such as Instagram are increasingly beginning to resemble a digital mall and it has become a space that is over saturated in content. It has created this stigma that you can only wear an outfit once and then you cannot be seen in it again and is therefore complementing the fast fashion industry. This cannot continue.

34

FIGURE 15: VIRTUAL REALITY TECHNOLOGY

Today's youth value personality, authenticity and individuality. In the future, to engage Generation Alpha brands will need to take the opportunity to be personal and meaningful. We will see brands using social media to support the slow fashion movement with slower marketing methods such as less sale promotions. For example, we will see less brands advertising ‘Black Friday’ and more brands advertising ‘Green Friday.’ Green Friday encourages people to shop more sustainably and only buy when you need to. More brands will use their social media platforms to raise awareness on the topic, like Greta Thunberg does. Her social media reflects her own personal values.

IMAGINE A WO

RL

Brands will need to use their social media as a platform for change.

They will also need to ensure that they are up to date with all the latest trends and platforms. It is predicted that short video marketing is the future to engage Generation Alpha because of their short attention span. According to one study, as much as ‘82% of online content will consist of videos by 2022’ (Howarth, 2021). This means we will see a rise in video content platforms, like Tik Tok, as it is a social media platform that is expected keep growing in popularity. Brands need to seize the opportunity to be creative, inspire consumers and lead this movement.

D

W OUT SOCIAL M ITH E 35

D

...

IA

GRETA THUNBERG IS AN INSPIRATION TO THE YOUTH...

CONCLUSION To conclude, an answer my hypothesis, Greta Thunberg has had an impact on Generation Alphas views and actions on climate change.

She has embedded an activist mindset and encouraged them to be climate crusaders. She has been a role model for them and supported them in taking action in what they believe in, the welfare of our planet.

However, I also agree with those findings of Professor Maccoby. To feel that one individual could attain that kind of influence without a range of other factors linking to both nature and nurture would seem to be naïve. Climate change actions are naturally apart of Generation Alpha’s mindset because of the climate they are growing up in. The actions of climate activists, groups and individuals, have had a ripple effect on the future of the fashion industry as it has raised attention to the damaging impact it is currently having on the planet. This has led to a future fashion industry that is predicted to be more focused on slower practices and more eco-friendly production methods. Upcycling is only at the beginning of its journey and in the future we will see a lot more brands offering upcycled collections. It is a key solution to healing the planet and reducing waste. The climate change revolution, led by Greta Thunberg, has also raised awareness of greenwashing which has put pressure on brands to ensure all their marketing methods are genuine otherwise they will be caught out. Real sustainability is the future of the fashion industry because it must be: we cannot enjoy fashion on a dead planet.

36

With more time and a bigger word count, an area that would be interesting to cover is how the digital world could offer a sustainability fix for the fashion industry. As digital natives, technology is already a huge part of Alphas life and therefore something that is not going away. Therefore, it would be interesting to explore how digital clothing, Artificial Intelligence and Augmented reality could play a pivotal role in making the industry more sustainable. I also would have liked to have researched into the metaverse and what impact that is going to have on the sustainable fashion and social media industries.

FIGURE 16: CLIMATE CHANGE ACTIVISM

37

Creating a primary survey was highly beneficial to my project as it allowed me to gather first-hand information and unique quotes.

However, I did find some limitations with conducting an online survey. The results were anonymous which meant that I could not be certain that it was only people of the Generation Alpha age group filling it in which is something I would need to consider next time. I also found it hard to contact Generation Alpha online as not a lot of them have mobile phones and I therefore had to get consent of their parents. Having their parents involved then meant I was unsure if they were influencing their child's answers. Therefore, if I were to create a primary survey targeted at Generation Alpha again, I would personally try and go to a school (as restrictions did not allow this at time of conduction) and ask them to fill it in ensuring there was no influences.

Overall, I really enjoyed researching this topic and it has allowed me to gain a deeper understanding of why sustainable practices must be the future of the fashion industry. The main findings of my essay were that: Greta Thunberg, Generation Alpha and other key climate change activists are leading this revolution and putting pressure on brands and the government to take actions. I have also learnt that fast-fashion brands have a lot of changes to make to be successful in the future and it is slow-fashion brands that will thrive.

38

FIGURE 17: ‘ A GREEN FUTURE’ (EGGINGTON, 2021)

39

H

OPTIMI

RE FIL TU

A FU M S

D WIT LE

40

41

REFERENCES M, Quatab. (2020). What’s the Second Most Polluting Industry? We’ll Give you a hint- you’re wearing it. One Green Planet. https://www.onegreenplanet.org/environment/clothing-industry-second-most-polluting/ What The 2030 Climate Deadline Really Means. (2020). Climate One. https://www.climateone.org/audio/what-2030-climate-deadline-really-means The Environmental Cost of Fashion Sustainability. (2021). Geneva Environment Network. https://www.genevaenvironmentnetwork.org/resources/updates/sustainable-fashion/ Patel, N. (2021). Who is Generation Alpha, and Why Are They Important to Marketers? Neil Patel. https://neilpatel.com/blog/generation-alpha/ M, Mccrindle. (2021). Generation Alpha and environmental consciousness. Mccrindle. https://mccrindle.com.au/insights/blog/generation-alpha-and-environmental-consciousness/ D, Kraemer. (2021). Greta Thunberg: Who is the climate campaigner and what are her aims?

BBC. https://www.bbc.co.uk/news/world-europe-49918719 Generation Alpha are not going to be who we think they are. And that’s ok. (2020). Kid Industries. https://www.kidsindustries.com/blogs/generation-alpha-are-not-going-to-be-who-wethought-they-were-and-thats-ok I, Chauzy. (2020). 7 young eco-activists we should be talking about. Euro news. Green. https://www.euronews.com/green/2020/08/18/move-over-greta-7-young-activists-you-didn-tknow-about New Shocking Facts about the Impact of Fast Fashion. (2019). OXFAM. https://www.oxfam. org.uk/oxfam-in-action/oxfam-blog/new-shocking-facts-about-the-impact-of-fast-fashion-onour-climate/ 10 Must-Know Fast Fashion Statistics & Not-So-Fun Facts. (2021). Zeitgeist. https:// wearzeitgeist.com/fashion-sustainability-ethics/fast-fashion-statistics

42

M, Hill. (2021). What is slow fashion? Good On You. https://goodonyou.eco/what-is-slowfashion/ P, Elan. (2021). Greta Thunberg: Ethical Fashion and Greenwashing. The Guardian. https://www.theguardian.com/fashion/2021/aug/10/greta-thunberg-ethical-fast-fashion-greenwashing J, Okafor. (2021). 10 clothing brands upcycling or using recycled materials. Trvst. https:// www.trvst.world/sustainable-living/fashion/upcycled-clothing-brands/#cmf_footnote_1 S, Preuss. (2021). How effective are H&M’s circularity efforts. Fashion United. https://fashionunited.uk/news/business/how-effective-are-h-m-s-circularity-efforts/2021021953726 Z ,Ramaniah. (2019). H&M’s Greenwashing: Short Sited and Unethical. Brandingmag. https://www.brandingmag.com/2019/12/12/hms-greenwashing-short-sighted-and-unethical/ Worn Wear. (2021). Patagonia. https://wornwear.patagonia.com E, Sergan. (2021). Patagonia has had enormous success with upcycled clothing. Could other brands follow? Fast Company. https://www.fastcompany.com/90592541/patagoniahas-had-enormous-success-with-upcycled-clothing-could-other-brands-follow Working with Factories, Farms & Mills. (2021). Patagonia. https://eu.patagonia.com/gb/en/ working-with-factories-farms-mills/ C, Bechervaise. (2020). How will Generation Alpha use social media? Take it personelly. https://takeitpersonelly.com/2020/11/27/how-will-generation-alpha-use-social-media/ J, Howarth. (2021). 8 Important Social Media Trends. Exploding Topics. https://explodingtopics.com/blog/social-media-trends

43

IMAGE REFERENCES FIGURE 3: S, Mccartney. (2021). [Online Image]. Stella Mccartney Kids, Milkshakes and Dreams. https:// milkshakesanddreams.com/en/t/brands/stella-mccartney-kids/ S, Mccartney. (2021). [Online Image]. Stella Mccartney keeping our world green. https://www. stellamccartney.com/mc/fr/stellas-world/keeping-our-world-green-with-stella-kids.html FIGURE 4: S, Mccartney. (2021). [Online Image]. Sustainable Kids Wear- Stella Mccartney. https://www. grandmaliyahotel.xyz/products.aspx?cname=stella+mccartney+kidswear&cid=38 FIGURE 5: Vogue. (2019). [Photograph]. Greta Thunberg’s powerful message for Vogue readers. https:// www.vogue.co.uk/article/greta-thunberg-vogue-september-2019-issue-cover Vogue. (2021). [Photograph]. Vogue Scandanavia Cover. https://www.gala.de/ beauty-fashion/fashion/greta-thunberg-ziert-das--vogue-scandinavia--cover---und-hat-eineneindringlichen-appell-22488606.html FIGURE 6: K, Cheung. (2019). [Online Image]. Hundreds of schoolchildren take part in a climate protest in Hong Kong. https://www.wbur.org/cognoscenti/2019/03/18/climate-change-student-strike-miles-howard Kids on Strike. (2021). [Online Image]. https://www.bloomberg.com/opinion/articles/2019-03-15/why-your-kids-are-absolutely-right-to-go-on-climate-strike FIGURE 7: Ella and Caitlin McEwan Future Leaders. (2020). [Online Image]. https://twitter.com/TheCCoalition/status/1240222226202361856/photo/1

44

FIGURE 8: Greenwashing in fashion is on the rise. (2021). [Online Image]. https://www.greenqueen. com.hk/greenwashing-in-fashion-is-on-the-rise-heres-how-to-spot-it/ FIGURE 10: Vogue. (2021). [Photograph]. Greta Thunberg Interview: A voice of a Generation. https:// www.voguescandinavia.com/articles/greta-the-great FIGURE 11: H&M. (2021). [Online Image] Conscious Collection. https://fashionmagazine.com/style/ fashion-revolution-transparency-index-2020/ FIGURE 12: H&M. (2021). [Photograph]. Green Machine- Recycling Textiles. https://hmfoundation. com/project/recycling-the-green-machine/ FIGURE 13: Patagonia. (2021). [Video Thumbnail. Let Them Be. Patagonia Kids. https://www.youtube.com/watch?v=yxdekxmYO9w FIGURE 14: Patagonia. (2021). [Photograph]. Patagonia’s Worn Wear tour brings the “radical” act of repair. https://www.gq.com/story/patagonia-labels-on-fire Patagonia. (2021). [Photograph]. Go outdoors. https://ourgoodbrands.com/fair-trade-outdoor-clothing-activewear-environmental-caring-culture/ FIGURE 15: Virtual Reality Technology. (2021). [Online Image]. http://virtualvroom.com/vredu/ FIGURE 16: E, Wray. (2019). [Online Image]. School children participate in a demonstration calling for action on climate change. https://abcnews.go.com/US/thousands-young-activists-challenging-lawmakers-act-global-climate/story?id=65716650

45

PRIMARY SURVEY RESULTS

46

47

48

CONTACTING PEOPLE FROM THE INDUSTRY

49

50