?? Real talk: it feels overwhelming right now to be in sustainable fashion — how can we future-proof conscious fashion businesses in uncertain times?
1?? Speak to Your Customers Honestly
The pushback on sustainability, climate, DEI, and ESG has been discouraging — but?*you*?still care and?your customers?likely care. According to a Harris Poll, 24% of Americans have stopped shopping at their favorite stores because of their politics in the past few months and Gallup reported that just 16% of Americans have high confidence in major companies (and that was before 2025).
People are looking for alternatives and losing trust in billionaire-driven corporations quickly. I see an opportunity for independent DTC sustainable businesses to differentiate themselves with transparency and authenticity.
What are your values and what are your customers' values? Speak to that.
2?? Lean Into Value, No Matter the Price Point
From persistent inflation to luxury fashion supply chain scandals, people are questioning value at every price point.
If you're offering new products:?talk about what makes the piece high quality, tell your customers about your production practices, and speak to a product's longevity (i.e. repair commitments, customer stories).
If you're selling secondhand:?talk about the savings of your prices vs. new versions or speak to the quality & longevity of the vintage pieces.
If you're offering services: deliver a clear value proposition that solves the real pain points your client is willing to pay to solve. (What time, financial, or energy costs are they incurring from their pain points right now?)
3?? Cultivate Connection
From social media fatigue to the residual effects of pandemic isolation, people are craving?real?authentic connections — even in (and perhaps especially because of) the age of AI.
In an industry as creative as fashion, I see a lot of opportunities to cultivate more?community. This could be a one-off event, ongoing community or even business model diversification. Consider what makes sense for your biz, like:
In-store activations or pop-up events
Virtual or in-person workshops
Customer forums or customers-only community
Private limited-time group chat for high-ticket clients
Handwritten thank you note with a package
Voice memos personalized to that customer
1:1 onboarding call for someone new
A thoughtful DM or email to a client
Kick-off call for an online course
A meetup at a makers market or vintage market
?? At the end of the day, you know your business and your customers / clients best. I'm certainly not claiming to have the answers — we're headed into uncharted waters — but the one thing none of us can afford to do is ignore that things are changing.
How are YOU thinking about sustaining sustainable fashion in these upcoming years? I'd love to hear your thoughts in the comments!
