“ As it stands , this shift in attitudes has yet to be realised when it comes to clothing and textiles waste ”
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Thankfully , the zeitgeist is inspiring changes to modern business . Cynicism around the viability of investing in sustainability initiatives ( particularly against the proven revenue generation of legacy methodologies ) is increasingly quashed by the knowledge that unsustainable companies will lose out to those who are willing to listen to the growing consensus . Inspired in recent years by the likes of David Attenborough and Greta Thunberg , conscious consumers hold more power than ever ; the hope is that they will use their wallets to drive society towards a greener future . The task of establishing ethical and sustainable operations to appeal to such consumers is compounded by the need to make such operations visible to them : there is no room for modesty when it comes to convincing the conscious consumer that you offer the most sustainable option .
While many retailers and textilers the world over are working to both address these challenges and capitalise on the fiscal opportunities they present , Swedish clothing giant H & M is , perhaps , the definitive example of
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