This is definitely a thingTM and there’s a lot of classism dressed up as environmental concern happening. And surprise surprise big bizTM wins from this narrative! Like low waged people and tbh working class/ppl from less capitalistic consumeristic communities have made garments last for YEARS and never purchased the sheer volume that those with greater disposable incomes can, yet are now being cruelly burdened with shame for shopping in Primark etc when that’s all that is easily accessible to them - whilst those disposable income and influencer huns trade up from excessively buying 70+ items a year from Primark/ASOS/Shein/whatever to excessively buying 35 items a year from Arket/madewell/wherever else has greenwashed their proposition well enough yet will pay out aff fees or do partnerships. The “good players” can then raise their prices and people pay more because expensive = better for the planet, right? And on top of that have moronic influencers make positive enviro claims that the brand couldn’t because of the literal law, such claims that could never pass the HIGHLY rigorous clearance process for tv advertising that the ASA impose whilst they remain total ghost town about influencers with reach > most tv shows nowadays making any old claim to these audiences!
Fundamentally we all know what needs doing - make items last longer, repair things, buy less volume, buy second hand if you must buy something, prioritise natural fibres where possible, etc etc but there’s not money to be made in that messaging so we just see dumb and tbh v alienating messaging flogged by hypocritical hyper consumers on Insta.
