For the contemporary advocates of environmental safety, ethical consumerism has become a trend that is gaining immense popularity at a stupendous speed. As a direct response, the corporate culture has become much more conscious in its offerings as well as the nature of its communication mix. Be it the wholesalers, retailers, marketers, public relation officers, human resource managers, or advertising or financial executives, no one can ignore the rise of ethical consumerism.
Especially, consumers have happened to develop a strong affinity towards the very trend, hence, being solely responsible for catalysing the increase in demand for ethical clothing and other ethical products. This rise in demand could be comprehended from the growth in sales of organic, humane, Free Trade, and other ecologically friendly goods.
In addition to that, ethical grocery shopping has also emerged out as a raging trend, which is exceptional in comparison to the relatively flat market that offers the regular and conventional nature of grocery products. Nevertheless, there is still a factor of concern regarding ‘going green’ in the mainstream arena.
This pertains to the dilution of the original goals of the movement that did not have any commercial impurities, but this dilution has occurred in attribution to the commercial popularity of the products and the entry of Big Business. Once again, the corporate culture has succeeded in the instillation of the element of commercialism, which in turn, has changed an otherwise substantial concept into a profit churning campaign.
The endorsement of various celebrities for the ethical clothing brands has played a great role in the rising popularity of ethically friendly clothing. For instance, there are stars like Naomi Campbell, Gwyneth Paltrow, and Jade Jagger have publicly endorsed this movement and are endorsing brands offering their product lines of ethical clothing.
While scoring tons of successes on the commercial front, the real benefits of ethical clothing are something else. On one hand, it abandons the trend of violating the rights of the channel members involved in the distribution process and on the other hand, it prevents any kind of black marketing or unnecessary commission earning for the intermediaries. This has produced a significant decrease in the cost of production as well.
However, not all of this means that the spirit of fashion is hindered in any way with the growing popularity of ethical clothing. Just because the production process has found a healthier side to the mechanics of production, it does not mean that it has become dull and boring for the masses. In fact, the appeal of ethical clothing has only amplified with these campaigns and communications.
Future predictions also show a growth in sales and, eventually, the market of ethical clothing. Though there are complications involved on both the pros and cons of the issue, yet, one cannot ignore the fact that the bounties of the pros are worth fighting against the issues produced by the cons.