What is the latest version of your question?
How to motivate millennials gen-z to treat their unwanted clothes and accessories for second use instead of directly dithering or throwing aways these clothes?
2. Briefly describe your most recent intervention(s)
Intervention#1 street interviews
in London revealed that the majority of people are willing to donate their unwanted clothes. The next common options are selling them online or giving them to family and friends. Very few people choose to directly throw away their clothes or are unsure about how to handle them.
After that in the survey conducted among Chinese students, it was found that out of the 118 participants, over 70% chose to directly throw away their unwanted clothes, while 30% opted for donation. This data is completely opposite to the findings from the street interviews in London. The habitual choice of throwing away and discarding for 71.19%.
Intervention#2 brand cooperation (be cancelled after tutorial)
The campaign’s objective is to educate and inspire the target audience to consider clothing reuse as a viable option instead of discarding it. By highlighting the environmental benefits and showcasing real-life examples, we aim to shift their behaviour towards sustainable fashion practices. To achieve this, a collaborative effort between the brand and myself was initiated. We discussed the importance of using sustainable materials for the promotional t-shirt to align with the campaign’s message. By choosing environmentally friendly fabrics and incorporating a visually appealing design, we hope to attract attention and spark conversations about clothing reuse.
3. What changes (for yourself or your stakeholders) have occurred as a result of your interventions?
Understanding: By comparing the results of the street interviews in London and the survey of Chinese students, I gain a clearer understanding of how students in both regions handle unwanted clothing. This helps you better comprehend the cultural differences and behavioral patterns between the two groups.
Increased awareness: Discovering the contrasting preferences in clothing disposal between the two regions, me and my stakeholders become more aware of the importance of promoting sustainable fashion and clothing reuse. This can guide us in developing more targeted interventions and awareness campaigns.
Collaboration opportunities: The changes in the results can also provide opportunities for collaboration and advancing the agenda of sustainable fashion among me and my stakeholders. I can explore cooperative efforts to provide more clothing recycling and reuse channels, catering to the needs of millennials gen-z and influencing their behavior.
4. What have you (or your stakeholders) learned?
Cultural differences: The data from the surveys highlighted the cultural differences in clothing disposal between London and Chinese students. This emphasizes the importance of considering cultural factors when designing interventions and initiatives related to sustainable fashion and clothing reuse.
Behaviour patterns: The results revealed distinct behaviour patterns among students in London and China when it comes to handling unwanted clothing. This understanding helps me tailor my approaches and interventions to suit the specific preferences and tendencies of each group.
Awareness and education: The findings highlight the need for increased awareness and education regarding sustainable fashion and clothing reuse, particularly among Chinese students. This knowledge can guide me in developing educational campaigns and initiatives that address the specific challenges and knowledge gaps observed in the survey.
5. Provide a list of key people/organisations who have given feedback including experts, collaborators or gatekeepers
Kealan – Manager at British Heart Foundation (BHF)
George – Employee at British Heart Foundation (BHF)
Chinese students in London – Participants of street interviews
Stakeholders – Individuals or groups involved in the promotion of clothing reuse and sustainable fashion
Participants of the survey on Chinese students in Shanghai and the UK – Individuals who provided feedback and responses to the survey
6. What challenges have you encountered?
Limited participation: Encouraging individuals to participate in surveys or interviews can be challenging. It may be difficult to reach a sufficient number of participants or engage specific target groups, such as Chinese students in a foreign country.
Cultural differences: Dealing with cultural differences and understanding unique perspectives on clothing disposal and sustainability can be challenging. Different cultures may have varying attitudes, norms, and practices when it comes to clothing and fashion.
Bias and subjective responses: When collecting feedback, it’s important to consider the potential for bias or subjective responses. People’s answers may be influenced by social desirability bias, or other factors that can affect the accuracy and reliability of the data.
Collaboration and stakeholder engagement: Engaging and collaborating with relevant stakeholders, such as experts, collaborators, or gatekeepers, can be challenging. Building relationships, gaining trust, and ensuring active participation and support from stakeholders are essential for successful projects.