Fashion overconsumption must be stopped
Sunday, April 6th, 2025 marks Finland's Overshoot Day; the day when we have consumed all of our natural resources for the entire year.
The Finnish economy has the highest consumption of natural resources per capita in Europe. The ecological footprint of us Finns is about 3.5 times larger, the carbon footprint about four times larger, and the material footprint about five times larger compared to the global sustainable level calculated on a per capita basis. Our lifestyle is unsustainable, and we are far from planetary lifestyles.
Overconsumption of clothing affects nearly everyone. An estimated 80–150 billion garments are produced worldwide annually. Exact figures are not available, as manufacturers do not disclose them. Globally, textile waste amounts to 92 million tons per year, while Finland produces about 100,000 tons annually.
The fashion and textile industry accounts for 4–10% of global greenhouse gas emissions, depending on the source. Additionally, the industry requires large amounts of natural resources, water, and land, contributing to e.g. water pollution.
Clothes "Age" Too Quickly
While mending clothes was the norm a few decades ago, now clothes are quickly discarded to make way for new trends. Attitudes need to change, and we believe there should be more discussion about reducing consumption.
Fashion collections in clothing stores change with the seasons, and women's magazines always showcase the latest trends of the season. Currently, "the trendiest spring coats" can be found in every women's magazine, and this is not questioned. Public reflection on whether this is something peculiar or unsustainable is rare.
Merja is a recovering fashion addict who used to closely follow trends. However, the joy of buying new has changed simultaneously with her attitudes and values: while it was once important to wear the latest trends, today it's the opposite.
Päivi just doesn’t have the energy to spend time shopping for clothes. This leads to a different problem: am I presentable and credible in my old clothes? The demands related to appearance standards encourage shopping, even if one does not particularly enjoy it.
Overconsumption is a Structural Challenge
Sustainability is already discussed in many forums, but overconsumption is hardly mentioned. When walking in the city and looking around, it seems as if there is no problem at all.
The amount of consumption has not been significantly curbed by political decisions, even though it is the root cause of biodiversity loss and climate change. In practice, fast fashion should be banned, and companies should be guided towards business models that align with the circular economy. The EU is preparing legislation to promote the circular economy. In Finland, a citizen initiative demands a ban on ultra-fast fashion advertising, aiming to control excessive consumption.
Advertisements circulate across various channels just as they always have, directing citizens to consume. The number of advertising channels has multiplied over the years, as has the availability of consumer products. In the past, ads could be seen on media like Maikkari, newspapers, and outdoor billboards; today, additional channels include TikTok, Instagram, Facebook, Snapchat, Youtube, influencers, and countless other online channels. Algorithms ensure that ads appealing to you appear everywhere in front of your eyes.
From Fast Fashion to Circular Economy
Every second, a truckload of clothes is incinerated or buried in a landfill. Up to 1.7 billion tons of used clothing are shipped from EU countries to African countries annually. Without effective waste management, clothes end up in the environment, and mountains of textile waste have caused environmental disasters, for example, in Ghana. At the beginning of the supply chain, seamstresses work long hours for wages that are insufficient to live on.
Clothing rental, second-hand clothing sales, repair services, and manufacturing from recycled materials provide companies opportunities to earn without using new raw materials. The Ellen MacArthur Foundation estimates that circular economy business could account for 23% of the global fashion market by 2030. In financial terms, the business potential rises to $700 billion.
Circular economy models may shift production back to Europe, and local clothing recycling will also create local jobs. Conversely, jobs are expected to decrease in the long term in current production countries with weak social security. Therefore, companies must ensure a just transition. An article from Finnwatch discusses practical actions related to a just transition in textile and clothing companies.
From Consumerism to Citizenship
We need to break free from consumption dependency, not only in the industry but also in consumer attitudes. The average Finn acquires 38 new garments per year. The planet could accommodate approximately seven new clothing purchases per person per year. Joy comes from long-lasting, high-quality, and easily repairable clothes, whether they are owned or borrowed.
The Helsinki Metropolitan Area Reuse Centre (Kierrätyskeskus) has an apt slogan: 'Be more than a consumer.' Although the impact of an individual consumer is small, we can take action especially as citizens. Now, more than ever, is the right time to vote for those decision makers who can drive the sustainability transition.
Norms related to consumption are also changed by sharing ideas about sustainable and good lifestyles. Päivi is delighted when she finds a desired piece of clothing secondhand. Merja is happy when her favorite pair of sneakers, repaired by a cobbler, receive a longer life.
What choices have you made on your journey toward sustainable lifestyles?
Authors:
Päivi Suihkonen, communication and sustainability entrepreneur, Ajatuskide
Merja Turpeinen, communication entrepreneur, Saga PR