The Dilemma of Sustainability

Why is it so hard to bridge the gap between the values or intentions and the actual choices of consumers?

Typically, the purchase decisions are based on personal wants or needs, and choices are made to maximize the benefits. When considering clothes, factors such as size, fit, feel, function, style, and price, among others, are taken into account. When sustainability is added to the equation, the number of factors is multiplied. The number of issues to consider is overwhelming as it is. But the major problem is that one is now faced with a dilemma.

When typical factors are all about personal interests and resources, sustainability factors involve others. This forces one to weigh personal benefit against the collective well-being.

Studies have shown that when facing this dilemma, people tend to prioritize their personal benefit. This is not a random trait that occurs, but psychological characteristics we share as humans.

Unfortunately, this creates a perfect setting for business models driven by trend-chasing, low prices, and wants that far exceed actual needs. People are easily drawn to what others have, gaining social status and possessions. It is no wonder that ultrafast fashion is skyrocketing, while the growth of sustainable businesses is much more moderate.

Also, for sustainable businesses, it is essential not to fight our evolutionary heritage but to accept and own it. By doing this, we can develop strategies that avoid the pitfalls while guiding consumption decisions in the right direction.