CONSUMER HABITS
Fast Fashion has increased in terms of consumer spending habits, and with it now a lot easier for consumers
to access products, retailers know exactly how to market, promote and advertise a product. With this comes
the increased usage of plastic and cardboard waste throughout delivery, sales in store and online. By this
becoming a repetitive issue that will never change until consumer habits adapt, therefore slow fashion would
be the best solution to this problem, improving the current position of recycling; reducing the use of plastic
and cardboards. But how and why have consumer habits impacting landfill sites and the amount that is being
recycled. In some ways it can be seen that the power of marketing impacts sales, making consumers want a
product, but not necessary need it. This has been done successfully through social media platforms such as
Twitter, Instagram, Bloggers and Snapchat has played a big part in the success of new methods and marketing schemes introduced by High Street Companies.
RECYCLING MATERIALS AND PROVIDERS
Throughout the process of recycling financial costs are always a drawback to the development of the process.
In terms of recycled materials, for retailers it is more expensive for them to invest in these resources due to
the long costly process the fibres have to go through, to produce a recyclable product. Nylon Textile Filaments (NTF) were created using old carpets and fishing nets, and here identifying that in the future plastics
could be formed in the same way (Econyl, 2015.) What are the manufacturers and retailers gaining from this
motion, consequently a better global image for the brand, but long term these developments put a cost of the
products consumers are buying meaning sales could reduce, putting a strain on the financial position of high
street fashion retailers. Alongside the development of fibre recycling, Ethics and Sustainability experts such
as Severn Waste, Worcester County Council and Worcester Resource Exchange (WRE) create the connection between retailers, manufacturers and consumers and the recycling process. Without these companies recycling solutions would not be possible, and trying to create change is a key aim for these industry experts. A
key objective is the involvement of children in these companies. Allowing this generation to see how and why
we must recycle enforces the importance of the idea into their lifestyle at a younger age. But more importantly what can be done about the current situation of recycling and the way in which older generations could
get more involved. It was identified through both focus groups that age 18-28 and 40-60 share very similar
opinions on the way in which society should be educated, in particular throughout education. Contribution
is key throughout all age ranges, and without this recycling would not be as developed as it is today.
FINAL
There is still a very long way to go in terms of recycling, and without consumers and retailers working together as a team the movement will take lo nger to emerge and stay a priority in society. Companies are now
having to think about their actions and with what impact that has in society, these issues are slowly being
pushed onto manufactures to change their processes, and onto consumers to change their buying habits and
day to day recycling procedures. Transparency, accountability and trust is what consumers want from retailers, allowing the feel good factor to emerge when given incentive to get involved in recycling.
Points that have arisen from this dissertation is that personal recycling values have become of great significance on a daily basis, trying to reduce the amount of products bought, less online sales put through, therefore less packaging waste, and encouraging others to see how recycling is the future to a better and more
inviting environment and place to live in.
Should it be down to government legislation, or should it be down to an individual’s conscience.
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