What really drives people to make sustainable fashion choices?

Monica and Lauren travelled across the U.S. to explore what motivates people to be more environmentally conscious. Here, Monica shares their insights on sustainable fashion and what brands can learn

Over the summer, we had the incredible opportunity to travel across the U.S. as part of The Mix’s five-week sabbatical programme. Starting in New York, then moving to Texas and ending in Los Angeles, our mission was to explore what drives people to be more environmentally conscious in their day-to-day lives.

Unsurprisingly, the topic of fashion came up in our discussions around sustainable behaviours. According to the UN Environment Programme (UNEP), the industry is responsible for about 10% of global carbon emissions and is the second-biggest consumer of water. A shocking stat which brings that to life: the equivalent of one garbage truck’s worth of clothes is burned or dumped in a landfill every second.

However, more and more shoppers are turning to second-hand clothing. Last year, the second-hand market in the U.S. grew seven times faster than overall fashion retail. This preloved revolution has been aided by the rise of apps such as Depop, Vinted and Poshmark, as well as the continued growth of more established businesses like eBay, and has been a boost to the circular economy.

As part of our research, we spoke to people across all three regions, with varying levels of commitment to sustainable behaviours. One was Blessing, a 20-year-old student in Houston, Texas. Blessing became keenly aware of climate change and the environment during high school, when she noticed the intense weather changes in the U.S., particularly the heat in Florida during a holiday. So, she decided to focus on climate change during a school project, immersing herself in the topic and volunteering to collect litter around the city.

When it comes to fashion, Blessing is an avid thrifter. During our meeting, she took us to a local thrift shop, which offers a 25-cent sale every Wednesday. The store was bustling, its tills lined with long queues as people of all ages sifted through rows and piles of garments in every colour and texture.

Back home, Blessing showed us pieces she’s found throughout the years. From cowboy boots to vintage handbags, it was a treasure trove of fashion finds. She’s also passionate about sewing and enjoys making her own clothes. “Sewing gives me joy in knowing I could imagine something and bring it to life; an added bonus is getting to wear clothes I made and actually like,” she explained.

Not only has Blessing tapped into a more sustainable way of shopping, but thrifting and upcycling also allow her to express her individuality. By discovering unique, timeless pieces and customising her clothes, she can showcase her creativity and personal style. It’s a win-win.

For many, these aspects are the real drivers behind their love of second-hand shopping or upcycling: it’s a way to express themselves as individuals, and to develop their own style.

The growing popularity of vintage clothing, such as the revival of ‘90s and noughties trends among Gen Z, has contributed to this popularity in thrifting. It also means that sustainability is often a secondary benefit, rather than the primary motivation.

This connection between fashion, identity and sustainability presents an interesting opportunity for brands and businesses. How can they leverage this secondary motivation to encourage more sustainable shopping habits?

One way is to highlight the creativity and self-expression that comes with thrifting, upcycling, and finding one-of-a-kind pieces, using this as the primary messaging while keeping sustainability as a natural bonus. Research shows that Gen Z in particular are keen to express themselves through the items they buy, and clothing is one of the main ways of doing so.

Depop, for example, describes its marketplace as a place where anyone can “explore their style, where new cult brands are born, and where celebrities and stylists source unique vintage finds”. At the same time, it is contributing to a more circular fashion industry, but Depop recognises that this isn’t necessarily the hook that people need.

Our research found that people’s motivations for being more environmentally friendly are multifaceted. For example, KeAndre from Dallas had installed solar panels, bought an electric car and upgraded his pool’s water pump to be more energy-efficient. These are sustainable practices, but they’re also about KeAndre’s passion for technology and the joy he finds in being more energy-efficient.

This dual benefit is something that brands should explore. In the second-hand fashion market, second-hand shopping can be shown as the savvy choice, not just for the planet, but for building a high-quality, lasting wardrobe.

There’s also an emotional element to vintage shopping. During our research, Kim from New York told us that her mother was “super into fashion”. “I have some of her vintage pieces and they're beautiful, and one day, if I have children, that I would like to pass down,” she explained. This emotional connection doesn’t have to come from a direct family link; it could stem from a love of a past era or the thrill of discovering a timeless piece. By weaving storytelling into their messaging and celebrating the history behind vintage fashion, brands can tap into this sentiment.

For brands in this space, understanding these multifaceted benefits of second-hand shopping will help them reach more consumers, and build a user base who see thrifting or vintage shopping as part of their identity and way of life, just like Blessing. Rather than asking people to disengage from fast fashion simply because “it’s the right thing to do” - a request that many organisations have found is insufficient - brands should tap into what truly motivates shoppers. This way, sustainable fashion becomes an exciting choice, rather than a sacrifice.