Feeling burnt out trying to save the world? It’s difficult to exist in a society saturated with media telling you that “buying anything is unethical.” Most consumers deal with eco-anxiety, even if they don't know its exact definition.
The American Psychology Association (APA) describes eco-anxiety as “the chronic fear of environmental cataclysm that comes from observing the seemingly irrevocable impact of climate change and the associated concern for one's future and that of next generations.”
When the scope of fashion sustainability tells you to basically stop shopping, you may begin to feel guilty when clicking add to cart. You are still allowed to buy things that make you feel good. If it is necessary, you shouldn’t think twice, but you can enjoy shopping. You are allowed to buy clothing that makes you feel good, even if there is no occasion.
However, there are consequences to that way of thinking. One of them that has arisen is anti-intellectualism.
According to Dictionary.com, “the belief or doctrine that intellect and reason are less important than actions and emotions in solving practical problems and understanding reality.”
A more informal definition would be that it's a concept mostly in regards to literature that people no longer seek deeper meaning in books and would rather not have it, and just “have fun.” They don’t want to analyze the media they consume but would rather just enjoy it.
Concerning fashion, it rears its head as the opposite of eco-anxiety. “If I can’t fix the world, why even try?” However, if you end up “treating yourself” too much or allowing yourself to consume at an unsustainable rate, your consumption becomes unethical. The issue isn’t consumption in general, it’s overconsumption.
Another similar issue is cognitive dissonance. Psychology Today describes it as “the state of discomfort felt when two or more modes of thought contradict each other. The clashing cognitions may include ideas, beliefs, or the knowledge that one has behaved in a certain way”
Again, this can also be seen in fashion consumption through the online popularity of the phrase, “There is no ethical consumption under capitalism.” This loaded statement is being thrown around to help you feel better for feeding your shopping addiction.
While the content may be true, it is actually having the opposite effect of what it should be doing. It is supposed to act as a call to action to reinvent our economic systems to become more ethical and sustainable. This is wanting people to make a livable wage, work in clean conditions, have benefits and time off, and even be more environmentally conscious. However, the majority of its use is to make it seem like you care and then you continue giving your money to companies that end up hurting others.
I am not trying to blame the consumer for existing in a society built upon consumption. Our current system isn’t sustainable, in the context of companies continuing to pollute heavily and treating their workers horribly.
The overarching issue is with the governmental systems in place that allow large corporations to greenwash or commit acts harmful to the environment without any repercussions. Laws must be put in place for things to change.
That doesn’t mean you get to completely check out of sustainability just because you know that there is bigger work to be done. The gist is that you don’t have to hold the weight of the world’s environmental status. However, you should still try your hardest to not contribute to a giant issue. On the side of the consumer, it all comes down to moderation.
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