The Value of Education

You'll notice there's a slight discrepancy between the last post on Stylishly Sustainable and this evenings post. The reason behind why that is is largely a reflection of the choices I've made over the past two months. I made a conscious decision today after attending an event that reminded me of the value of education, to pay more attention to the reason behind this blog.

Today's event, entitled Ingeo Earth Month Creative Gallery was a pop-up exhibition about the journey from today's reality of mass consumption and its environmental impact through sustainable art, design, packaging and eco-fashion, to explore real solutions of responsible innovation in our lives. The event opened with a screening of a 20 minute video installation by environmental artist Chris Jordan (his photography is absolutely phenomenal - www.chrisjordan.com) entitled "Intolerable Beauty and Running the Numbers". The video concluded with a call for America's youth to join in this powerful movement and created the ideal lead into the round table discussions from some great speakers.

Fashion representatives included Elettra Wiedelmann, Model and Environmentalist and Savania Davies-Keller, Co-founder and Designer of DDCLAB - a U.S. based apparel company focused on sustainability and innovation. Knowing little about the strategy behind DDCLAB, it was interesting to learn that the key to their marketing involves education. Educating the consumer about products, fabrics used and processes involved in the making of the garments as well as informing them of initiatives taken by the company to continually improve production methods through new technology. DDCLB consumers demand to know what they are buying, and why they have to pay $50 more to get it.

When given the opportunity to ask questions, I inquired about the concept of price sensitivity - how marketers can determine how much people are willing to pay for organic garments, and more importantly, what factors are involved in their decision to buy or not to buy eco-fashion. The answer: education. If consumers have been educated and understand that they are purchasing a product that has long term benefits which far outweigh the life of the garment, they will be much more open to spending the extra $50. Provided that the rules of quality, detail and style still apply, of course. At first, I thought this seemed like a very simple notion, but when considering the branding efforts of a number of companies, education is rarely the key priority. Seasons are too short to inform consumers about every garment they purchase, and by the time consumers have been informed, the style is already out of fashion. For DDCLAB however, garments are classic and simple, to prolong wear and ensure that customers get full value for what they pay for.

Organic consumers in general are curious, and hold accountability to the companies they purchase their products from as to whether products meet their ethical standards. Further, while many organic consumers are aware that it is difficult for a company to be 100% sustainable, their main concern is that efforts are being taken to remain honest and true to their claims of eco-consciousness.

Education is a two way interaction - consumers must continually educate themselves about companies that they feel are in line with their values, and companies must educate consumers about what they are doing to support sustainable practices.