As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

A study has revealed that people are most likely to engage in end-of-life repurposing of their used apparel rather than eco-led decisions at point of purchase. There is an opportunity to further engage people on sustainable fashion to help them make eco decisions earlier in their shopping journeys.

Two of China’s most popular second-hand fashion platforms are expanding their e-commerce by pushing upcycling narratives. As circular fashion trends are increasingly catching the eye of Chinese eco-conscious consumers, brands can strengthen relationships by expanding on their green commitments.

Amid global turbulence, shoppers have become more conscientious about workers’ rights and environmental justice – values they want to see translated into all aspects of their lives, including their consumption. How can brands make genuine efforts to provide their audiences with greater transparency?

Online fashion marketplace vveave connects independent designers with consumers to upcycle and re-invent garments. With some Gen Zers struggling to let go of fast fashion, how can community building and circular practices intertwine to encourage sustainable fashion habits?