Context

Driven by consumers, local community groups, including indigenous & minority groups, in partnership with NGO & private enterprise

Consumption levels same as 2020, global average per capita

Rate of fashion change similar to 2020, facilitated by material circularity, propelled by user activism

The environmental and social impacts of clothing production and consumption are reduced in this scenario through material EFFICIENCY and improved industry practices due to the pressure from citizen-consumers. NGOs, community, and educational organizations spearhead a social movement towards a more sustainable fashion system by advocating for better quality products that are consistent with climate and sustainability goals and made in compliance with ethical production practices. These products make use of innovative, recycled, and reused materials and have a longer material life span than garments twenty years before. Citizen consumers unite in their love of fashion and concern for the planet by supporting these efforts, thereby creating consumer demand for more responsibly-made garments that do not harm the environment. Brands begin to respond to changing consumer demand and social pressure with enhanced transparency in their value chains. They adopt the principles of extended producer responsibility (EPR), becoming responsible for the destiny of produced garments until the end of their life span. The market continues to be dominated by large retailers, but their offerings have changed dramatically to accommodate the new consumer demand for better options.