How Do Fashion Brands Communicate About Sustainability?

A key motive for communicating about sustainability is to move mainstream consumers’ away from fast fashion to reduce the social and environmental impact of the sector. This chapter looks at how and where fashion brands communicate to the wider public, who have different needs and knowledge about sustainability. The manner in which sustainability is communicated is important so to avoid any confusion or potentially misleading consumers. Both offline and online communication channels can be used to reach and appeal to heterogeneous audiences. Communications need to be supported by sustainability initiatives that the fashion brands are adopting to be effective.