The Millennial Impact

Where do we start when addressing fashion sustainability, or more like who do we start with. It turns out we should really be focusing our attention on the millennial generation. A recent study by the Boston Consulting Group (BCG) found that 50% of the 4,000 13 to 34 year-olds contacted in the US believe brands “say something about who I am, my values, and where I fit in,” while 48% of US millennials choose to buy from brands that are active in supporting social causes. That information is important when trying to address the issue of our unsustainable fashion industry. But how do we reach them? Well the millennial generation is the most tech savvy we have ever seen, and they are extremely active on social media. That is the most effective place to get their attention, so local, sustainable brands should focus their marketing in those areas. Sustainable small businesses are competing with big names like Urban Outfitters, and H&M, which have successfully appealed to younger people through celebrity endorsement and keeping up with their aesthetic sensibilities, with a small price tag. But millennials are intelligent, and are much more socially aware than previous generations. Businesses can appeal to their desire to make a better world, to encourage them to buy local, sustainable clothes.

Here is a link to Oregon based sustainable fashion labels : Here