This document discusses sustainable consumption in the fashion industry. It summarizes the results of a survey of 90 Nordic fashion companies, finding that most do not prioritize environmental challenges, sustainable supply chain management, or engaging consumers on sustainability. The document then outlines four approaches for companies to engage consumers on sustainability: protecting the planet, re-conceptualizing waste, re-imagining consumption, and improving quality of life. It provides examples of both early passive approaches and more advanced approaches that empower consumers. The document concludes by emphasizing the importance of a holistic and personalized approach to sustainable engagement.

1. © 2013 Deloitte
Sustainable consumptionSustainable
Consumption
Bahare Haghshenas
Manger, Deloitte Sustainability

2. © 2013 Deloitte
Background
- sustainable fashion experience
Deloitte Sustainability, September 2013

3. © 2013 Deloitte
Deloitte and Danish Fashion Institute have asked 90 Nordic companies how they
regard their own work with sustainability. Their answers showed that:
• 7 out of 10 don’t prioritize environmental and resource challenges.
• Only 4 out of 10 are looking beyond the conventional approaches to manage
supply chain sustainably.
• Only 1 of 10 is putting high degree of effort in engaging with end-consumers on
sustainable consumption. More than the majority of the companies do not see
the re-using and re-cycling of materials as a business opportunity.
Redesigning the fashion industry
- research shows…
Global studies show that almost all consumers would choose a sustainable product
if price and quality were the same as alternatives.
Deloitte Sustainability, September 2013

4. © 2013 Deloitte
Sustainability
Sustainable
consumption
(active engagement)
Sustainable
production
(risk-management)
From risk to consumer engagement
Deloitte Sustainability, September 2013

5. © 2013 Deloitte
Why consumption & sustainability?
Deloitte Sustainability, September 2013

6. © 2013 Deloitte
An example from fashion
The average Nordic
consumer
Water:
3650 L
Chemicals:
3 Kg
Energy:
400 MJ
Land:
13 m2
A regular pair of jeans One planet
15 Kg of clothes every
year
But a need for 2.3
planets in 2050
if we proceed with
‘business as usual’
Deloitte Sustainability, September 2013

7. © 2013 Deloitte
Four ways of engaging with end consumers
PROTECT THE PLANET
Models that enable
consumers to prevent
global resource scarcity,
climate change,
deforestation, eco-
system degradation and
other environmental
considerations.
RE-CONCEPTUALIZE
WASTE
Models that enable
consumers to contribute
to a holistic product
lifecycle, such as
closed loop, cradle to
cradle and other
recycling schemes.
RE-IMAGINE
CONSUMPTION
Models that empower
consumers to reduce
consumption and to do
more with less, by
offering collaborative
models such as,
leasing, lending,
repairing schemes and
durable design.
IMPROVE QUALITY OF
LIFE
Models that empower
consumers to contribute
to better societal
conditions and animal
welfare, by creating
transparency,
traceability or new
generation of cause
related marketing.
Deloitte Sustainability, September 2013

8. © 2013 DeloitteDeloitte Sustainability, September 2013
Protect the planet
- from passive products to consumer empowerment
Companies offer consumers a chance to
buy pro-environmental products such as
organic cotton clothing.
Protect the Planet 1.0
Nest used artificial intelligence, smart
design and consumer behaviour
understanding to re-create the simple at
home thermostat. The Nest learns how
people live in their home and helps
regulate temperatures to optimize energy
efficiency. It is user friendly, so
consumers easily learn how to program
their HVAC systems to save money and
achieve maximum household comfort.
Protect the Planet 2.0

9. © 2013 DeloitteDeloitte Sustainability, September 2013
Re-conceptualize waste
- from recycling schemes to lifecycle thinking
Re-Conceptualize Waste 1.0
Companies allow consumers to bring in
old products or batteries and take care
of the recycling.
Innovative schemes such as the one
offered by Puma – incorporate cradle to
cradle thinking into the design of their
garments – with considerations such as
fabric and reuse considered from product
conception. Puma’s In Cycle line is 100
percent recyclable or bio-degradable and
they offer in store collection for
consumers to return used products.
Re-Conceptualize Waste 2.0

10. © 2013 Deloitte
Re-imagine consumption
- from informal economies to new business models
An informal economy of sharing and
selling between consumers and reuse
via charity donations have been around
for years.
Re-Imagine Consumption 1.0
Re-Imagine Consumption 2.0
Second-hand and sharing has become
much sexier with newer models such as
the swapping scheme created by Bib &
Tuck allowing companies to harness
technology to create market potential and
new ways of creating consumer value. Bib
& Tuck has a waiting list of nearly 5,000
members.

11. © 2013 DeloitteDeloitte Sustainability, September 2013
Improve quality of life
- from philanthropy to active engagement
Improve Quality of Life 1.0
Companies, such as Disney’s donation
to the Boys and Girls Club of America,
use charitable donations as a form of
CSR and brand building.
Improve Quality of Life 2.0
Tom’s shoes – One for One project
Collaboration with 75 Giving Partners,
humanitarian organizations supporting in
the distribution of shoes. For every pair
of shoes a costumer purchase, one shoe
is donated to a child in need.

12. © 2013 DeloitteDeloitte Sustainability, September 2013
Sustainable engagement 3.0
- a holistic approach Protect the Planet
The world’s fist garment recycling program. Converted
entire sportswear line to 100% organically grown cotton
in 1996. Use recycled nylon and polyester.
Re-Imagine Waste
Patagonia takes back consumers’ used clothing and
reuses or recycles it – since July 2005 they have
recycled 56,6 tons of clothing.
Re-Imagine Consumption
In 2011 Patagonia made a bold statement suggesting,
“Don’t Buy this Jacket” in which they urged consumers
to reconsider purchasing new products and directed
them to a new eBay partnership in which they could buy
and sell used Patagonia products. They also offer repair
on Patagonia products free of charge or at “fair prices”
and guarantee 10 day turnarounds.
Improve Quality of Life
As part of their “footprint chronicles” Patagonia includes
an interactive map of all of their suppliers throughout
the world. They also include videos and interviews with
suppliers so consumers can learn more about key
issues in the supply chain.

13. © 2013 Deloitte
Successful
Sustainable
Engagement
A personalized approach based on
industry, product offering and
consumer target group
New ways of
conceiving
consumption and
providing value
Creative tools to overcome the
barriers
A solid
understanding
of consumers
and their needs
Deloitte Sustainability, September 2013

14. © 2013 Deloitte
If you have any questions, or want
to know more about sustainable
consumption, please contact:
Bahare Haghshenas
Manager, Deloitte Sustainability
bahahag@deloitte.dk
More information
Deloitte Sustainability, September 2013

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