8 Introduction
1
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 re- sources 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 . Often you get stuck in discussions about pros and cons of specific materials . But from a life cycle perspective , it becomes clear that one must assess the product ’ s impact on humans and the environment throughout its life cycle – from raw material to use , reuse and recycling – in order to determine any benefits from a sustainability perspective .
However , regardless of what the analysis shows , one fact remains : Increasing the longevity of products is the most important thing we can do in order to cope with the environmental strain caused by a linear industry . Research from Mistra Future Fashion shows that prolonging the active lifetime of a garment by two , that is using the garment in its originally intended form twice as many times compared to average , will decrease the climate impact by 49 %! Therefore , it is our responsibility to create high quality products to enable longevity and at the same time introduce more sustainable and eco-labeled options in our offer .
QUESTION ! What do you think one should consider for a more sustainable consumption ?
✓ Invest in high-quality products ( to enable long life-span ). See the value of the product and the work behind it .
✓ Follow care instructions .
✓ 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
SUSTAINABLE CONSUMPTION The purchasing decisions of us consumers affect ourselves and other people , animals , nature and the entire ecosystem and determines our children and grandchildren ’ s opportunities for a good future . Therefore , it is important to consume in a sustainable way . Much power lies with the consumers and their choices , but in order to achieve more sustainable consumption that contributes to sustainable development , all actors in society must help out . The business sector must contribute to phasing out harmful products and making environmentally friendly products attractive and more accessible . Sustainable consumption should be the norm and all consumers should have the opportunity to consume sustainably .
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 as a growing conscious middle class , higher expectations on corporate responsibility and increased knowledge about the effects of consumption on people and planet , this suggests that the market will grow more .
At New Wave Group , we focus on creating eco-friendly offers . In recent years , we have significantly increased our range of products with sustainability attributes . By spreading the knowledge of sustainable consumption , 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 .
49 %
Did you know that if the average garment was used twice as many times as the average , its climate impact would reduce by 49 %?
Source : Mistra Future Fashion 2019