The United Nations Environment Programme (UNEP) and UN Climate Change have released the first Sustainable Fashion Communication Playbook, a practical guide for communicators across the global fashion industry on how to align consumer-facing communication with sustainability targets. The 96-page document was presented at the recent Global Fashion Summit held in Copenhagen on June 27-28.
The Sustainable Fashion Communication Playbook states that the fashion sector “is not on track to meet its sustainability targets, nor contribute to the global intention of the Sustainable Development Goals (SDGs), the Paris Agreement on climate change or the Kunming-Montreal Global Biodiversity Framework (GBF).” According to 2023 data by UNEP, the fashion sector is responsible for between 2 percent and 8 percent of global greenhouse gas emissions, in addition to significant pollution, water extraction, biodiversity impacts and social injustices. The Sustainable Fashion Communication Playbook leverages the cultural influence of the fashion sector to direct this influence towards sustainable and circular solutions.
Specifically, the document shows how fashion communicators can help advance toward the Paris Agreement and SDGs through 1) countering misinformation; 2) reducing messages that perpetuate overconsumption; 3) redirecting aspiration to more sustainable lifestyles; and 4) empowering consumers to demand greater action from businesses and policymakers. The Playbook targets a wide range of roles and practitioners, from those involved in the broader communication ecosystem (agencies, fashion and news media, digital platforms, influencers, educators, advocacy groups, entertainment properties, and image-makers) to practitioners at brands and retailers specializing in marketing, branding, advertising, public relations, creative direction, visual media, event production, and content or social media.
The Playbook was developed by UNEP and the United Nations Framework Convention on Climate Change’s Fashion Industry Charter for Climate Action. It is the result of industry-wide consultations, literature analysis and peer review.
