Public awareness refers to people’s knowledge of issues and concerns linked to an important topic, to enable them to make their own, well-informed decisions based on facts and context rather than assumptions. Public awareness of the social and environmental impacts of the fashion industry is critical for a fundamental change in the ways fashion products are produced, communicated, used, and disposed of in the future. While people are increasingly concerned about the current fashion business model, such concerns are still rarely reflected in their routine shopping habits and consumption patterns. This “attitude behavior gap”(1) is partly caused by an uncertainty about alternatives to the status quo, the visibility of more sustainable options and a lack of knowledge about parameters of social and environmental sustainability. Fashion journalists and leading fashion media therefore have a critical role to play in creating the cultures of sustainability. Evidence from recent research confirms that the impact of the media, as well as awareness-raising campaigns such as Who Made My Clothes, has extraordinary potential to change mindsets and enable a future of fashion that maximizes well-being, deeper dimensions of prosperity, and respect for both people and the planet.(2),(1-4)
PUBLIC AWARENESS
