What are the best ways to report on sustainable fashion and textiles?

Sustainable fashion and textiles are more than just buzzwords. They are part of a global movement to reduce the environmental and social impacts of the clothing industry, which is one of the most polluting and exploitative sectors in the world. But how can you report on this complex and evolving topic effectively and accurately? In this article, you will learn some of the best ways to report on sustainable fashion and textiles, from choosing your sources and angles to using the right terminology and metrics.

1 Know your audience

The first step to reporting on sustainable fashion and textiles is to understand who you are writing for and what they want to know. Are you targeting consumers, designers, retailers, policymakers, investors, or activists? Each group may have different interests, needs, and levels of awareness about the issues and solutions. You should tailor your tone, style, and content to suit your audience and their goals. For example, if you are writing for consumers, you may want to focus on practical tips, personal stories, and positive examples of change. If you are writing for policymakers, you may want to emphasize the data, evidence, and recommendations for action.

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Rema Sivaram

Sustainable Fashion Expert | Social Entrepreneur | VV Grow Fellow 2023 | Miller Center alumna | Recipient of Earthwatch Institute India’s fellowship programme on Social Entrepreneurship | Mentor
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Consumers are educated and wise. It’s important to not disregard their interest on sustainability. It is vital that the product matches what your customer is looking for and it is also important to communicate it the right way

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2 Choose your sources wisely

The second step to reporting on sustainable fashion and textiles is to select your sources carefully and critically. There are many stakeholders and experts involved in the sustainable fashion and textiles field, but not all of them are credible, reliable, or impartial. You should always check the background, credentials, and motivations of your sources, and seek diverse perspectives and opinions. You should also avoid relying solely on press releases, marketing materials, or sponsored content, as they may be biased or misleading. Instead, you should look for independent, peer-reviewed, and verified sources, such as academic journals, reports, databases, or standards.

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Rema Sivaram

Sustainable Fashion Expert | Social Entrepreneur | VV Grow Fellow 2023 | Miller Center alumna | Recipient of Earthwatch Institute India’s fellowship programme on Social Entrepreneurship | Mentor
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Just adding a “recycled” or “sustainable source” is not adding any value anymore in the market. It is important that the source is revealed, transparency is maintained and the same is communicated well to the consumer.

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3 Use the right terminology

The third step to reporting on sustainable fashion and textiles is to use the right terminology and definitions. The sustainable fashion and textiles field is full of jargon, acronyms, and labels, but not all of them are clear, consistent, or meaningful. You should always explain what you mean by terms such as sustainability, circularity, transparency, fair trade, organic, or recycled, and avoid using vague or ambiguous words such as green, eco-friendly, or ethical. You should also be aware of the differences and nuances between terms such as fashion, clothing, apparel, garments, or textiles, and use them appropriately and accurately.

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4 Focus on the impact

The fourth step to reporting on sustainable fashion and textiles is to focus on the impact and outcomes of the actions and initiatives you are covering. Rather than simply describing what is being done or said, you should explain why it matters and how it affects the environment, society, economy, or culture. You should also provide context and background information to help your readers understand the bigger picture and the root causes of the problems and challenges. For example, if you are reporting on a new collection made from recycled materials, you should also mention the environmental benefits, the supply chain issues, and the consumer demand.

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yaswanth kumar

E-Commerce Category Manager and D2C E-Commerce Growth Expert
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Focusing on the impact and outcomes of sustainable fashion initiatives is crucial. It helps consumers and stakeholders understand the significance of these actions beyond just surface-level information. When reporting on such initiatives, providing context about the environmental, social, and economic implications is key. For instance, highlighting the use of recycled materials in a new collection is not only about the aesthetic or innovation; it's about reducing waste. Overall, providing this holistic view helps in educating and engaging the audience, fostering a deeper understanding of why sustainable practices matter and how they can influence various facets of society, culture, and the environment.

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5 Use the right metrics

The fifth step to reporting on sustainable fashion and textiles is to use the right metrics and indicators to measure and compare the performance and progress of the actors and actions you are covering. You should avoid using generic or subjective metrics, such as percentages, rankings, or ratings, without specifying the sources, methods, or criteria behind them. You should also avoid using absolute or relative metrics, such as numbers, volumes, or frequencies, without providing the units, scales, or benchmarks. Instead, you should use specific and objective metrics, such as emissions, water use, waste, or wages, and provide the references, assumptions, and limitations.

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6 Be honest and balanced

The sixth and final step to reporting on sustainable fashion and textiles is to be honest and balanced in your tone and approach. You should not exaggerate or oversimplify the facts, figures, or stories, or present them as definitive or conclusive. You should also not ignore or downplay the challenges, risks, or trade-offs involved in the sustainable fashion and textiles field, or present them as insurmountable or inevitable. Instead, you should acknowledge the complexity and uncertainty of the topic, and present the pros and cons, the opportunities and barriers, and the gaps and solutions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best ways to report on sustainable fashion and textiles?

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1 Know your audience

2 Choose your sources wisely

3 Use the right terminology

4 Focus on the impact

5 Use the right metrics

6 Be honest and balanced

7 Here’s what else to consider

Business Reporting

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