Document: The NICE CONSUMER: Engaging consumers on sustainable fashion consumption

The NICE CONSUMER: Engaging consumers on sustainable fashion consumption

Document added 18 Jan. by Izabela Stacewicz, 2degrees

Preview of The NICE CONSUMER: Engaging consumers on sustainable fashion consumption

The NICE CONSUMER, which is a collaborative project run by the Danish Fashion Institute and BSR, will put forward a vision and framework for sustainable consumption of fashion, based on research and dialogue among stakeholders of the fashion industry. The project consists of six phases:

  1. Assembling the NICE CONSUMER Advisory Group to contribute to and guide the project.

  2. Researching how to empower and influence consumer choices and behavior.

  3. Generating a “NICE CONSUMER change framework” outlining the possible roles and actions by consumers, industry, government and other stakeholders to support sustainable consumption of fashion.

  4. Running a consultation process to get crowd-sourced input and feedback on the framework.

  5. Launching the framework and delivering the results to the EU Presidency held by the Danish government in the first half of 2012.

  6. Promote the framework during the Rio+20 UN Conference on Sustainable Development taking place on 20-22 June 2012. 

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Consumers can play a pivotal role in transitioning the fashion industry 
towards more sustainable business models that significantly reduce the 
social and environmental impacts of the industry. 
Key roles for consumers include:
  – demanding more sustainable options
  – making choices about what to buy and whom to buy from
  – improving how they care for garments, and
  –  making decisions about post-consumption such as responsible recycling.
However, consumers are limited in their influence by several factors. Their 
awareness of clothing and other fashion products’ impacts on society 
and the environment is limited. They lack transparency and access to 
balanced information about fashion products and their supply chains, 
which prevents consumers from making informed decisions. And there 
is a scarcity of more sustainable options. Unless consumers exercise 
a stronger demand for sustainable products and consumption, the 
fashion industry’s transition to a more sustainable business model will be 
very challenging.
The NICE CONSUMER, which is a collaborative project run by the Danish 
Fashion Institute and BSR, will put forward a vision and framework for 
sustainable consumption of fashion, based on research and dialogue 
among stakeholders of the fashion industry. The project consists of 
six phases:
1.  Assembling the NICE CONSUMER Advisory Group to contribute to 
and guide the project.
2.  Researching how to empower and influence consumer choices and 
behavior.
3.  Generating a “NICE CONSUMER change framework” outlining the 
possible roles and actions by consumers, industry, government and 
other stakeholders to support sustainable consumption of fashion.
4.  Running a consultation process to get crowd-sourced input and 
feedback on the framework.
5.  Launching the framework and delivering the results to the EU 
Presidency held by the Danish government in the first half of 2012.
6.  Promote the framework during the Rio+20 UN Conference on 
Sustainable Development taking place on 20-22 June 2012.
Contacts
For Danish Fashion Institute:  
Jonas Eder-Hansen, Director of Development  
at jonas@danishfashioninstitute.dk, tel. +45 29 86 66 69
For BSR:  
Cody Sisco, Manager, Advisory Services, BSR  
at csisco@bsr.org, tel. +33 1 46 47 28 06
The result will come into focus during the Copenhagen Fashion Summit 
in early May 2012. 
  –  May 2, 2012 – Executives, opinion makers, government 
representatives, and experts will gather for an interactive workshop 
to discuss the framework and to generate commitments to put the 
framework into action. 
  –  May 3, 2012 – The framework will be presented to the Fashion 
Summit attendees to inform and inspire them.
  –  May/June, 2012 – The recommendations to government to put the 
framework in action will delivered to the EU Presidency via the Danish 
Ministers of Environment and Trade. 
All stakeholders to the industry are invited to participate. Check the 
Copenhagen Fashion Summit website for updates or follow THE NICE 
CONSUMER on Twitter at #NICECONSUMER.
 
About BSR
A leader in corporate responsibility since 1992, BSR works with its global 
network of more than 250 member companies to develop sustainable 
business strategies and solutions through consulting, research, and 
cross-sector collaboration. With offices in Asia, Europe, and North 
America, BSR uses its expertise in the environment, human rights, 
economic development, and governance and accountability to guide 
global companies toward creating a just and sustainable world. Visit 
www.bsr.org for more information. 
About Danish Fashion Institute and NICE
Danish Fashion Institute is a network organisation created by and for the 
Danish fashion industry to promote Danish fashion. Our purpose is to 
develop an extensive global network to support, market and drive Danish 
fashion forward. Since 2007 sustainability has been a strategic focus 
area to position Danish fashion globally. Launched in 2008, NICE (Nordic 
Initiative Clean and Ethical) is a joint commitment from the Nordic fashion 
industry to take a lead on social and environmental issues through 
knowledge sharing and development. Visit www.danishfashioninstitute.dk 
and www.nicefashion.org for more information.
THE NICE  
CONSUMER
THE DANISH FASHION INSTITUTE, THROUGH NICE – NORDIC INITIATIVE 
CLEAN AND ETHICAL, AND BSR ARE WORKING TOGETHER TO CREATE 
A FRAMEWORK FOR ENGAGING CONSUMERS ON THE SUSTAINABLE 
CONSUMPTION OF FASHION