8 Introduction
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SUSTAINABILITY FROM A LIFE CYCLE PERSPECTIVE With an increasing world population and a growing middle class , in combination with unsustainable human consumption patterns , we consume more of the nature ’ s resources than the planet is capable of . In order to meet the challenges we must use resources more responsibly and move towards a circular economy . This is not just about recycling and reuse but also efficient use of resources throughout the entire life cycle of a product . Increasing the longevity of the products by prioritizing quality and optimizing the length of use is the most important thing we can do in order to cope with the environmental strain caused by a linear industry . For example , did you know that if an average garment could stay in use three times longer than today , its carbon footprint can be reduced by 65 % and the water use by 66 %?*
For New Wave Group , it basically means to produce high-quality products to enable longevity and introduce more sustainable and eco-friendly options in our offer .
QUESTION ! What do you think one should consider for a more sustainable consumption ?
SUSTAINABLE CONSUMPTION It is unlikely that anyone wants to destroy the climate and contribute to bad working conditions in developing countries . Yet , this is the negative side of today ´ s consumption . In almost every purchase decision , the customer is forced to choose between the value of the product and their own values . It does not have to be that way . Today , reports from around the world show that there are billions of people looking for more conscious offerings . Broadly speaking , one in four customers is actively looking for offerings that contribute to a more sustainable development . Consumer two and three are not looking for themselves , but also want to be able to shop more ethically and responsibly . Only consumer number four is uninterested , but still happy if the product subsequently turns out to have added values in terms of sustainability . With trends such as an increasingly
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Invest in high-quality products ( to enable long life-span ). See the value of the product and the work behind it .
✓ Follow care instructions . ✓
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Consider which transportation to use when purchasing the product .
Ask producers for more information about their sustainability work . Support brands you think are doing a good job .
Enable further use of the product by providing it to resellers / second hand .
- Anni Sandgren , CSR and Sustainability
Manager , New Wave Group
conscious middle class , higher expectations on corporate responsibility and improved knowledge about the effects of consumption on people and planet , this suggests that the market for sustainable products will grow more . At New Wave Group , we focus on creating eco-friendly offers , for example through the brand Cottover . We want to help our customers to make conscious purchases as we are convinced that the customers ’ purchasing decisions and consumption are crucial to being able to drive sustainable development in the long term . The customer votes with his or her wallet on the products and companies they want to support and thus become successful in the market .
CLIMATE CHANGES Two degrees Celsius . That is the planet boundary for global warming . The temperature is rising faster than predicted and it is due to our emission of greenhouse gases . Global warming has catastrophic consequences , such as global meltdown of glaciers , elevated sea levels , more floods , storms and forest fires , and extreme temperatures are becoming increasingly common . The poorest and most vulnerable people on our planet are suffering hard , partly because of threatened food production . In addition , important species , habitats and entire ecosystems are threatened . Combustion of fossil fuels accounts for the biggest contribution to global warming . Thus , the transportation sector plays a vital part in the fight for our climate . For New Wave Group , transportation and logistics is a key question and we are determined to take our responsibility and take actions to reduce our climate impact .
65 %
Did you know that if an average garment could stay in use three times longer than today , its carbon footprint would be reduced by 65 % and the water use by 66 %?*
* Source : Mistra Future Fashion