SS24 Trend
Forecast
The End of Abundance
This macro trend encompasses the idea of nature being a key shareholder in business practices, and in the lives individuals. It is increasingly evident that once abundant supplies are becoming rapidly scarce as our Earth struggles to meet our demand for resources. All industries will be looking for alternatives in the upcoming years, whether it be lab-grown resources that have a lower impact on the earth or regenerative crops that restore it.
Today, consumers are more environmentally conscious and have a greater awareness of the ethics of a company through information on the Internet and the demand for businesses to be more transparent (PWC, 2021). With innovations in the textile industry, the possibilities of biodegradable materials like algae are being explored and acknowledged (Common Objective, 2021). Biophilic design will be more prevalent, although it will diverge from the classic eco green aesthetics it has come to be associated with, favouring swap-like hues and muddy textures instead. Sustainably minded designers such as Stella McCartney are experimenting with natural materials like weeds, lichen, wool, and fungi since these materials are regenerative and have lower impacts on our Planet.
Trend Drivers
Climate change, the potential for reduced carbon footprints opposed to fossil-based synthetic materials, the fight against plastics, the explosive expansion of veganism, and the drive to find alternatives to materials generated from animals are just a few of the drivers of this macro trend. Explore the images below to learn more.
The effects of the changing climate on people, companies, and policy makers are significant. Not only are increasing global temperatures affecting ecosystems, but also affecting supply chains, labour conditions, physical health, resource availability and subsequently the cost of living (Yalew et al., 2020).
The Environmental Act has been enacted into UK law, the legislation will enforce the safeguarding and improvement of UK environments for future generations (UK Government, 2021).
The cost-of-living crisis will bring about a new economic environment where consumers' discretionary spending will decline and fashion will rank lower on their priority lists (Hall, 2022). In recent years, consumers have developed more sustainable behaviours hence why brands are paying more attention to marketing their sustainable attributes (White, Habib and Hardisty, 2019).
Businesses worldwide are focusing more on environmental issues as a result of the worsening of environmental degradation(de Freitas Netto et al., 2020). Stakeholders (including investors, consumers, and governments) have increased their pressure on businesses during the past ten years to publish data about their sustainability practices and to provide environmentally friendly goods. Due to a lack of regulation, greenwashing is a common practice misleading consumer perceptions.
Consumer diets are shifting towards alternative proteins.The primary reason for this shift is due to health concerns (McKinsey 2019). However, veganism is also influenced by environmental issues and concerns for animal rights. Conscious eating is a growing trend, with consumers willing to take part since there is a sustainability or ecological benefit.
The travel and fashion industry are the two biggest contributors to carbon emissions in the world (Bailey et al. 2022). With this knowledge becoming widespread among consumers, we are seeing a shift in how and where consumers decide to travel. Sustainable tourism is a growing sector in the travel industry, according to Streimikiene et al. (2020) consumers are interested in the use of innovative technology in tourism services that benefit the local economy and environment.
"Earth is now our only shareholder" - Patagonia
