01/10/2026
Thought for today
There are systematic changes that are needed to address the growth of ultra fast-fashion.
This new report, which surveyed a small sample of Australian millennials, found that impulsive purchases on ultra fast-fashion websites are a result of the pressures on young people, AND, the hyper-dynamic retail environments created by companies looking to capitalise.
The report suggests measures like making 'cost-per-wear' visible, so consumers know how durable, and therefore worth their money, the garment actually is. Also responsible platform design such as providing customers with information about previous purchases and spending habits, and of course, policy, like France's recent anti ultra fast-fashion law which penalises retailers based on the number of items they offer on their website.
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Reflecting on whether a purchase was necessary often occurs after the money’s been spent. AKA cognitive buffering...
According to the study, young people rationalise purchasing from sites they know aren’t ethical...
🔵 As meeting pressing social needs within their financial constraints.
🔵 Believing the responsibility for ethics is the fashion industry’s problem, not the individuals.
🔵 Believing individuals and their choices have limited influence on industry outcomes.
Young people are under pressure to purchase ultra fast-fashion.
🔵 Financial stakes aren’t as high for poor purchase decisions.
🔵 Social media is not only the starting point for purchasing, it creates pressure to keep up with trends and maintain a curated digital identity.
These platforms use consumer behaviour to personalise future recommendations and promotions. Like spin-the-wheel discounts.
The solution lies in changing consumer behaviour and addressing industry practices that encourage overconsumption.
Such as responsible platform design, government policy responses, and considering that every choice matters when they accumulate!