NordicTalks September 23, 2020 Consumers turning green

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On Wednesday September 23, 2020 the #NordicTalks partners in collaboration with MissionC and supported by the Nordic Council, were very pleased to welcome more than 150 participants to the second webinar in a series of three about Sustainable Fashion where several leading Nordic and Dutch fashion profiles will be sharing their insights. Production, retail, consumer perspective as well as social and environmental aspects will be touched upon to get an overall understanding on the complexity and how we as individuals can make change happen. Today’s webinar theme was CONSUMERS TURNING GREEN. | Demand driven fashion change.

The organisation partners would like to thank today’s inspiring speakers for eye-opening reflections on how to transfer the fashion business models into sustainable and fair. Also big thanks to all participants for sharing thoughts and discussions in the webinars chat and for the great questions to the speakers. Finally, a big thank to Andrea Orsag, Sustainability and Circular Economy Evangelist and co-founder of MissionC, who was and will be our moderator for the whole webinar series. Join us again on Sep 30!


Read the key takeaways of this Webinar by Moderator Andrea Orsag here:


  • Consumers are willing to be more sustainable, but often don’t know where to start. There are quite some options how to make our wardrobes more sustainable: by getting the best out of what we already have, swapping, renting clothes instead of buying new ones, buying secondhand. If we decide to buy new clothes we should also consider the material (ideally mono), where and how the products were produced and check for certifications where possible. There is a lot of brands investing heavily in marketing to be portrayed as “Sustainable” despite not having data to back their claims and certifications proving it
  • Prices for new sustainably made items are typically higher also due to the fact that they are not mass-produced like fast fashion and they are typically produced in conditions taking into consideration true prices of resources and also fairly paying the ones making them
  • It is worth investing into good quality garments that will last – they retain the value, can be inherited or even sold on one of many re-commerce platforms
  • There is also a rise in rental business models – however only good quality garments will be able to stay in rotation for a longer time. Made to order helps companies better assess what garments are in demand, what patterns consumers prefer and what sizes are needed – hence avoiding overproduction of items and minimising waste. Creating quality pieces that can be repaired and hence prolonging their lifetime should be the new status quo
  • More awareness on Sustainable Fashion needs to be created – it has to become mainstream. Not only sustainable influencers, but overall people with voice are needed to support the transition. Sustainable Fashion needs to be a great alternative to fast fashion – good looking, functional, desired and positioned as the way to go. This would help changing consumers’ mindset about the new business models and new consumption patterns


Did you miss the Webinar? Watch the video here:

An series of Sustainable Fashion webinars.

3rd Webinar, 30th September 2020 | 15:00 – 16:30.  – WE KNOW NOW.


Did you miss the Webinar? Watch the video here: