COVID-19 Could Usher in a New Normal, Sustainability, Social Purpose

Many of us in the fashion and retail industry were looking forward to celebrating Earth Day’s 50th anniversary on April 22 by marking the progress we’ve made on sustainability and continuing to raise awareness about how we can be part of the solution to global climate change. But the anniversary was greatly dampened by the coronavirus pandemic, which has left our industry fighting for survival. In times of crisis, it is tempting to lose focus on initiatives that support longer-term business goals such as creating a more sustainable industry and contributing to the social good. And with the uncertainty COVID-19 has brought, it’s understandable that cash-strapped companies would view any programs that are not critical to their immediate survival as unnecessary right now. But we can’t afford to lose the momentum we’ve built in terms of raising awareness and taking action to create a more circular fashion economy and a more purpose-driven industry because, if there’s one thing the pandemic has highlighted, it’s how closely we’re all connected globally on both a business and societal level. One thing we must deal with constructively in both the near and long term is excess inventory. Another is shortening supply chains and making them more transparent, socially

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