Overcoming the say-do gap: How can we convert good intentions into real consumer behaviour change?

With approximately 21% of potential emission savings linked to consumer behaviour during the use and end-of-use phases (McKinsey and the Global Fashion Agenda), brands have a critical opportunity to empower consumers to make sustainable choices. While awareness of sustainability is rising, challenges such as greenwashing, the cost-of-living crisis, oversupply, and inconvenient recycling systems hinder meaningful consumer engagement.

 

In this session, we will explore how brands can collaborate effectively with consumers to drive a shift toward circular and positive fashion that benefits all stakeholders. We’ll evaluate which strategies succeed—and which don’t—in promoting mindful consumption and usage.