As the acting bridge between the industry and the public, advertising has a responsibility to educate consumers about the socio-environmental impacts of overconsumption. Ogilvy Spain's Strategy and PR teams delineate how agencies can help clients communicate their dedication to reducing overconsumption, and utilize impactful storytelling and aspirational messaging to transform consumer habits.
What role do you believe advertising should play in educating consumers about the broader social and environmental impacts of fast fashion? How can this be effectively communicated without alienating potential customers?
Advertising must assume a fundamental role in educating consumers about the socio-environmental impacts of fast fashion, acting as a bridge between the industry and the public. The key is to present sustainability not as a limitation, but as an opportunity for consumers to express their values.
We cannot overlook the crucial role that brands play in this context. Consumers don't need to hear a brand is sustainable; we must know how to convey how it is achieved, making tangible what for years have been mere words.
Therefore, transparency is crucial to a brand’s commitment without falling into greenwashing. For example, a capsule collection using recyclable materials isn't convincing if the brand doesn't prioritize basic waste recycling in its stores. Actions speak louder than words, especially when the brand's name includes 'green'.
The dialogue between the agency and the brand is essential for consistent messages focused on the positive and hopeful aspect of leading a sustainable fashion behavior. Let's avoid guilt-tripping or overwhelming consumers who are already bombarded with information.
How can advertising contribute to shifting consumer attitudes away from fast fashion towards more sustainable and ethical fashion choices?
We must raise awareness about the negative impact of fast fashion, addressing issues such as excessive waste, environmental pollution and social ethics. This information should be presented in an engaging and convincing manner to inspire real change. It is crucial to educate about initiatives such as "buy less but better quality", recycling, upcycling, and second-hand fashion.
Storytelling is fundamental to connect purchasing decisions with personal values such as social responsibility and care for the planet. Creating impactful narratives and images around sustainable fashion establishes a strong emotional connection between brands and people. This motivates consumers to reflect on their personal values and modify their consumption habits.
Our goal should be to reposition sustainable fashion as the smart and fashionable choice, not as a niche alternative. We must make sustainability aspirational and desirable, showing how these choices not only benefit the planet but also offer better long-term value for the consumer.
What approach does your agency take when collaborating with clients within the fashion space to ensure that their marketing messages align with a commitment to reducing overconsumption and promoting long-term value?
The rise of the circular economy has led major brands to realize their communication should not be based exclusively on purchasing, a first step in aligning agency-client objectives. From the agency side, we focus on always communicating the added value beyond the act of acquiring a new item. This involves developing narratives that highlight the long-term value of the product, their versatility and how they can be integrated into the consumer's wardrobe. It's a job that needs to be done consistently, even during sales periods, which are the most sensitive timeframe of buying more: appealing to the purchase of special items, or items that you really like vs pure discounting helps to establish responsible behaviors on both sides. This approach requires a significant change in the mindset of both brands and consumers, but when implemented well, it makes the sustainability-fashion relationship attractive.
How do you measure the effectiveness of your campaigns in promoting sustainable fashion practices among consumers while working with retail clients who may primarily focus on fast fashion?
Currently, the measurement of exclusive sustainable practices is still at a premature stage. It’s true that brands have been aware of sustainability on a large scale for quite some time now, and the attributes that measure the perception of a sustainable brand are now included in brand trackers. But there’s still a long way to go before the impact and effectiveness of these practices, especially in the long term, can be measured in a concrete way. However, we are constantly working to refine our evaluation methods and gain more accurate insights into how our campaigns influence sustainable consumption habits.
How does today’s inflation and rising costs play into consumer purchasing decisions? (including upcycling and thrifting)
Inflation and rising costs are drastically redefining consumers' spending priorities. Clothing, although important, has taken a back seat to basic needs such as food or medicine. Consumers have become extremely price-sensitive, seeking tangible value for their money to alleviate financial anxiety.
This is driving a shift towards a more conscious and creative consumption in fashion, prioritizing durability and quality, opting for garments with better long-term value for money. Alternatives such as second-hand shopping and upcycling come into play, allowing not only to save money but also to express their environmental responsibility.
This trend is not only changing consumption patterns but also challenging the fashion industry to adapt to these new demands for value and socio-environmental responsibility.