Can resale & rental fashion business models help us to reduce our consumption?
Born Equal Consults founder Deborah Campbell believes we are all interconnected and interdependent and that to achieve a sustainable, just future we must recognise we need collective effort. Effort is rooted in inclusion and distributed wealth that creates equity and provides social justice.
Born Equal Consults’ first responsible marketing report investigates the fashion industry’s circular economy business models, rental and resale by exploring how misleading marketing claims can influence citizens to perpetuate habits of mass consumption and business as usual. In our report, we offer solutions using our responsible marketing framework to align with the new green claim code legislation.
“We should be concerned about rebound because citizen behaviour is influenced by misleading marketing and could lead to a domino effect where the reduction of carbon emissions does not occur or worse increases.”
A black & white image of a landfill of clothing with a pink box set on top that reads: Is the Marketing of Circular Economy Rental & Resale Fashion Businesses Misleading Citizens & Preventing Carbon Emission Reduction?
We must urgently reflect on how responsible the marketing narratives are that promote circular fashion models resale and rental. More and more we see the narrative that circular economy rental and resale fashion businesses are the fashion industries antidote to fast-fashion. But what if the marketing and communication narratives of the businesses themselves, media and consultants help fuel and lead to an increase in consumption of new items through the effect of rebound? What is rebound and how concerned should we be?
To gain insight about the rebound effect and how to avoid misleading marketing claims, download the full report by clicking the button above.
If you’d like to find out more about our research and inclusive design programme please email deborah.campbell@bornequalconsults.com