This story is more than just an indictment of one company — it’s a reflection of the challenges the fashion industry continues to face in balancing ethics with affordability. It also raises an uncomfortable question: why do so many consumers prioritize price over sustainability, especially when research shows that sustainability is important to them?

A 2024 Deloitte survey found that 61 percent of fashion shoppers rank price as their top priority. In the face of rising living costs, sustainability often feels like a “nice-to-have” rather than an essential. So, how can we bridge the gap between what consumers value and how they act? Put another way, how do we make spending £20 a month on ultra-fast fashion the less attractive option?

The Consumption Conundrum

Fast fashion has built a thriving ecosystem by feeding the desire for “newness.” Aggressive marketing, influencer partnerships, and ultra-low prices create a culture where buying more is easier than buying better. This system not only normalizes consumption on an unprecedented scale but also masks the true cost of these purchases — both environmental and social.

But the issue is not solely industry-driven. For many consumers, price is a reflection of necessity, not just preference. Budget constraints and convenience often drive choices, making sustainability feel out of reach for the average shopper. When the immediate need to save money outweighs abstract concerns about supply chains, carbon emissions, or labor rights, it’s no surprise that price wins out. I recall similar discussions when working with the food industry: cost and convenience will always win for the busy mom working two jobs.

The Missing Link: Accessible and Transparent Information

A critical factor in shifting behavior is information — or rather, its accessibility. While high-profile exposés highlight some of the worst practices, such as child labor, these stories are only one part of a larger picture. Most shoppers remain unaware of the ripple effects their purchases create: from water pollution and deforestation to unethical labor conditions and excessive waste.

Here’s where transparency becomes vital. Many consumers may care deeply about sustainability, but if brands fail to make that information relatable and actionable, it remains a backseat concern. Clearer labeling, storytelling, and visual tools that link purchases to positive or negative impacts could help bridge this gap. Of course, this isn’t about greenwashing though. It’s about facts.

Reframing Fashion’s Value Proposition

To influence consumer behavior, the industry must move away from its focus on volume and instead embrace value. This doesn’t just mean monetary value but also quality, durability, and repairability. Brands that highlight these factors — and communicate the true cost-per-wear of their products — are more likely to resonate with consumers seeking both financial and ethical benefits.

Moreover, fostering attachment to clothing through personal stories or heritage design could help consumers shift their mindset from disposable fashion to something worth preserving. This is where innovation can shine: new materials, repair services, and secondhand marketplaces are already providing compelling alternatives.

Driving Systemic Change Through Policy

While consumer behavior matters, systemic transformation often hinges on policy. Tax incentives for sustainable practices, subsidies for lower-impact materials, and regulations targeting greenwashing could accelerate change at scale. Equally, governments in manufacturing hubs could play a role by setting clearer decarbonization goals, improving labor standards, and supporting renewable energy adoption.

For industry leaders, the challenge is finding ways to make sustainability affordable — not just for themselves, but for their customers. Innovation in supply chains, bulk purchasing agreements for greener materials, and scalable decarbonization strategies can help reduce costs while maintaining quality.

Consumer Empowerment and Marketing’s Role

Having spent over 20 years in marketing and communications, I’ve witnessed how consumer narratives are shaped. Marketing doesn’t just sell products; it creates culture. For decades, the narrative has been ‘buy more.’ Shifting this to ‘buy better’ will take boldness, innovation, and a willingness to challenge the status quo. By celebrating mindful consumption and reframing ‘newness’ to mean quality and longevity, we can begin to shift perceptions and behaviors.

At the same time, marketing must do more than simply inspire; it must enable. Affordable rental services, repair workshops, and resale options can lower barriers to entry, making sustainability both aspirational and achievable.

Ultimately, the question is: how can consumers be empowered to align their purchases with their values? How can the industry help consumers feel they’re making sustainable choices without sacrificing their budget?

A Call to Collective Action

The path to a sustainable fashion future is not linear or simple. It will take collaboration from every part of the industry: brands, retailers and manufacturers that collaborate and innovate, policymakers who regulate, and consumers who demand better.

For those of us working with the industry, the BBC article is a stark reminder of the need to hold ourselves accountable, push for greater transparency, and support practices that benefit people and the planet. But we must also balance this with empathy: the average shopper is navigating a landscape of conflicting pressures — financial, emotional, and ethical.

It’s only with empathy and authentic action that shopping impact becomes more than a price tag.