Don’t Believe What Consumers Say When It Comes to Sustainability

One of the world’s biggest shopping holidays takes place this week: Black Friday, a frenzy of heavily discounted excess consumption. The shopping hauls serve to spotlight one of many contradictions in the world of sustainable fashion: while consumers increasingly say they want more sustainable products, they’re not shopping like that way.

Indeed, even as survey after survey reveals increasing investor and consumer preference for eco-conscious and socially responsible garments, companies like Shein continue to grow market share by . . .