Sustainability

I did the research on the topic sustainable consumer practices. I analyzed the responses of
three generations from three different countries: Russia, Ukraine and Belarus. I would like to
immediately note that these countries are united by history, language and culture.

I would like to start by explaining what are sustainable consumer practices?

Nowadays we pay for all human needs: food, drinks, travelling, clothes, house and for many
more things. So people make a choice in favor of a particular product based on their own
experience and knowledge. Sustainable practice is a set of behavior that helps to prevent or
minimize the consequences of economic development and globalization. Sustainability consists
of social, economic and environmental factors. People try to secure everyday needs without
harming themselves and future generation. It is all about rational consumption and health.
Sustainable consumer practice is not just written rulers, it is more about lifestyle.

Values of such way of life are:

- environmental awareness

- material simplicity

- be content with little

- self-identification

- personal growth

People are sustainable, firstly, sometimes we wonder if we really need this or that thing, we try
to analyze and think two times or more before buying something. Secondly, when we buy big
purchases it is worth making sure that it will lead to certain environmental benefits (choose the
best for the environment from the proposed options: a refrigerator that saves energy). Thirdly,
lead plastic free life. Fourthly, boycott using endangered wildlife materials or eating
endangered wildlife animals. Also people are sustainable when they pay attention to labels,
label should be green, organic to minimizing your impact on wildlife and the planet. Many
people avoid bottle water, so they save water for wildlife and don’t use glass and plastic. There
is a day without a car, when people use public transport or scooters, roller skates, bike and etc.
It is only a step to always drive green. Being green at home, using wild energy: wind power, sun
and other clean sources. It is useful to plan your shopping not to buy too much. And of course,
it is very important to discuss all the problems of humanity, tell your knowledge to people who
do not know.

Now I want to focus more on sustainable fashion. Practically all fashion houses today have their
own spector on fashion sustainability. Sustainable fashion develops in such ways:

- the exchange of clothes

- second hand
- vintage

- organic, recycled materials

- labor protection

- support for local production

- slow fashion

Cases:

Virtual fashion show from Trashy Muse. They made this even before pandemic, not only
because they want something new in fashion world, but because of their conscious
consumption, inclusivity, diversity.
There are myths about sustainable fashion, so one of them is that eco-friendly fashion does not
look cool. Using Trashy Muse example, I have refuted this myth.

2
Levi's Wellthread collection is created in accordance with the principles of sustainable
development. Careful treatment of materials and resources respect for the workers interests.
The models in the collection are made of hemp fiber. Hemp is grown under natural rain
irrigation, so it uses less water and pesticides than cotton cultivation - this allows you to keep
clean fresh water and protect the soil. Also, the items are processed using Water<Less
technology, which allows you to save more than 96% of the water usually used in the finishing
process.
Moving to the research it is worth paying attention to similarities and differences.

Practically no one of the respondents fully understands the meaning and the importance of
sustainability processes. People say about economic stability.

The first question was about definition of sustainability. As for the interesting points: a person
from Russia belonging to generation Z noticed that today fitting modern standards means
being eco-friendly, supporting workers, respecting the needs of their custumers. I conclude that
it is impossible to be modern without adhering to sustainability.

Similarities:

All people in the survey belonging to Generation Z somehow understand the definition of
sustainable fashion.

Even if at first a person does not quite understand what exactly is meant by sustainability, then
thanks to the questions, the person begins to analyze and understand.

Most people said that they choose or support local brands.

All respondents believe that the pandemic has somehow affected sustainability.

Despite the fact that people prefer local brands they are not willing to name them.

Most people don't know anything about fast and slow fashion.

To find out information about a brand, people trust advertising.

Practically nobody is ready to pay more for sustainability.

As for the last question about message about sustainability to share, people say that they
would like to understand better this issue, to read articles and only then to speak about it.

Differences:

Young people enjoy shopping in vintage shops or second hand but this trend is not observed
among baby boomers.

A baby boomer from Belarus is the only one who mention start-up support and charity.

Millenials and Generation Z follow the brand on social networks. Instagram is popular among
them, but about TikTik said the only one girl from Belarus.

Interesting facts:

Russians speak about VkusVill as a sustainable brand. As I am from Russia too, I agree with
them, so there we can find products for healthy eating, natural cosmetics and eco-friendly
home stuff. It is worth noting that the company is actively working with bloggers.
Everyone is talking about reusable bags. I want to mention that bags are extremely popular
among all generations. And a lot of people two or three years ago we gave each other as a gift
such green bags. And for baby boomers it is the norm to use shoppers for many years.

Generation Z and Millenials from Ukraine gave as an example of sustainable brand - Ksenia
Schnaider. I also know this brand, it was extremely popular two years ago. A lot of ambassadors
on instagram made beautiful fashion photos in her jeans.
Why this brand is sustainable:

In one month they are reworking 500 pair of jeans and it's up to 5 tons per year.

In one season they are reworking up to 200 kilos of textile waste.

In a year, they are producing around 3000 reworked items.

Each reworked item is individually assembled and therefore one of a kind.

To sum up, mostly this trend is followed by Generation Z and Millennials. All respondents
showed their interest in this topic. Generation Z from Russia often doubt whether this is (being
green, eco-friendly) really a brand philosophy or just a hype. People are ready to adopt useful
habits of celebrities. They pay attention to advertising campaigns. The problem with clear and
deep understanding of sustainability appears not because of the difficulties of translation but
because this is exactly the term that everyone needs to know. I think that Russia Ukraine and
Belarus still only at the beginning of its journey to sustainable life.