Lisa Diegel
Faherty Brand
Director of Global Sustainability
Consumer buy-in: Practical steps to empower circular behaviour and strengthen brand loyalty
13:40
-
14:25
Apparel consumption is on track to reach a staggering 102 million tons annually by 2030. If unchecked, by 2050, the fashion industry could consume over a quarter of the global carbon budget (State of Fashion 2025). Both brands and consumers have a responsibility to adapt their behavior as the ‘intention-action gap’ currently prevents efficient market signaling.
This session examines real-life examples brands have used to educate, incentivize and empower consumers to adopt more circular practices that decouple industry growth from resource-intensive production. We’ll explore the strategies which have succeeded—and how we can improve them—in promoting mindful consumption.
- Challenging haul culture: Question industry-efforts to ‘oversell’ and explore more mindful ways to engage consumers in shopping consciously.
- Rethink KPIs: Simplify environmental metrics for consumers, making sustainability measurable and comparable. Internally, recalibrate success metrics to reflect sustainability goals, driving team alignment.
- Extending garment lifespan: Explore post-sale opportunities through streamlined repair, recycling, resale and rental services.
- Effective storytelling: How marketing teams can demonstrate that sustainability enhances experience as a compelling part of the consumer narrative
Deanna Bratter
Crocs
Chief Sustainability Officer
Kim Matsoukas
Coach
Director of Sustainability
Elizabeth Keegan
Peterson Solutions
Global Sector Lead - Textiles