A new era of “smart” consumption December 15, 2016 – Posted in: Fashion

We are probably experiencing one of the greatest shifts in modern history. Society has evolved sharply as access to information has changed drastically.

The last similar shift probably dates back from the industrial revolution when Capitalism truly began to take momentum in the 18th century. Thanks to the rise of the Textile industry fueled by the advancement in mechanization technology, which led to ever increasing productivity.

 Today in 2016, we are going thorugh a similar revolution also led by technology. However, instead of moving towards productivity and increased consumption, we are heading towards “smarter” consumption, as the “old”capitalism is clearly reaching its limits.

Today, “less is more” and “more is less”. Fast Fashion is slowly leaving place to slow fashion, as the world is becoming digital.  Access to information is available not just to developed nation but throughout the world. Anyone can analyse and challenge any existing beliefs about society’s ever widening inequality and dark historical past.

We buy, we wash, we waste relentlessly; yet we continue to desire more and more as we are being deluded and brainwashed by society.

A lot of our personal freedom and appreciation for things have disappeared in this process. The disturbing part is that most individuals in society are blindly and actively participating in this destructive process by habit and at the expense of the planet.

However as people start researching information, they begin to realize and understand that giant retailers offering new collections weekly in their stores are creating a disturbing society of mass consumption to levels never seen before and that the implications and consequences for our planet are destructive.

Luckily this has led to new waves and movements of brands with transparency as their main objective. If one educates the people one can reshape an entire industry by creating pressure on governments, which can lead to the creation of a new paradigm over time.

Today it’s all about convincing consumers to buy less but better. People need to create the habit of reflecting and investigating on the process and origin of products.