What Do We Want?

Bridging the intention to action gap in conscious consumption

As a content strategy consultant with 19 years in the fashion industry, I've witnessed firsthand the massive shifts in consumer attitudes towards sustainability. Yet, despite the growing chorus of purpose-led voices, particularly among Gen Z and Millennials, we're facing a paradox: the intent-action gap in sustainable consumption.

By now, we all know that we should buy less, buy better. In the majority of cases, we really want to. And yet, somehow we’re not.

We’re trapped in an addictive cycle of more in spite of our better wishes.

Create more brands. Produce more trends. Increase the production volumes and ship the waste off to the global south. More content. More drama. More headlines. More crises.

God forbid we should go without, even at a time of a cost of living crisis. Give the people cheaper, faster fashion!

“I can’t live without these 10 items for Calendar Week 4…