Communicating sustainability in emerging markets; it

Communicating sustainability in emerging markets; it’s an art

Sarah Ditty looks at the importance of tailoring CSR communications in the fashion industry within emerging markets.

With China now responsible for more carbon emissions than the whole of North America and Mexico combined, sustainable and ethical business practices amongst the BRIC countries are more important than ever.

Whilst sustainability is still a relatively new concept in many of the world’s emerging markets, it’s increasingly seen as necessary for achieving long-term economic growth globally.

Communicating sustainability is an art, even in countries where the concept has taken hold in a big way. Engaging consumers in sustainability isn’t an easy task and must respond to shifting cultural preferences, values and taste.

Mixing sustainability with fashion business is even more of a challenge. Fashion companies are tasked with making sustainability sexy and trendsetting as well as being culturally specific.

In China, the consuming ‘middle’ class is exploding; it’s expected to increase from 474 million today to 800 million by 2025. Annual per-capita income is projected to rise, on average, from about $4,400 in 2010 to $12,300 USD in 2020.

Sustainable consumption can sometimes imply making sacrifices and for those in emerging markets, this can seem unfair when so many other nations have prospered as a result of unfettered industrialization. Therefore, how sustainability is communicated in the Chinese market is crucial. The JUCCCE report suggests that this must be focused on marrying traditional Chinese values of harmony, national identity and middle class aspirations with sustainable values.

One fashion brand doing this particularly well is Beijing-based NEEMIC, which advocates a collaborative approach to organic fashion in China based on good design at mid-range prices.

In India, sustainability is embraced when it’s framed around strengthening reputation and brand image. It’s also got to be communicated as something exciting and innovative. A report from Brand Equity and Nielsen Research suggests that the growing consuming class of India rewards companies that appear to be trendsetting, aspirational, fun/lively, stylish and edgy. Whilst this is the case for doing business in India in most consumer sectors, for fashion it’s especially important.

SOURCE Intelligence has recently put together a report on the market for sustainable fashion in India, and although still very small, there are now a number of brands that are combining commercial success with sustainable practice. For example, Bhu:sattva is bridging the gap between organic, herbal-dyed materials and well-designed, forward-thinking fashion products.

In Brazil, environmental sustainability is already a hot issue and most people are fairly aware of today’s pressing concerns. The Ministry of Environment has found that over 90% of Brazilians perceive air pollution, climate change, decreasing biodiversity and water availability as serious problems.  Communicating sustainability in Brazil now needs to go beyond raising awareness and towards how consumers can practically engage with it.

You don’t have to look far to see sustainable and ethical fashion business taking root across Brazil. Big name brands like Osklen and Havaianas are already leading the way.

It’s not just about communications though. With the BRIC companies becoming increasingly influential in both economic and social terms, sustainability and transparency will need to be wholly integrated into business strategy and operations.

Sarah Ditty is the Deputy Editor of SOURCE intelligence at Ethical Fashion Forum