Are you prepared to walk the talk?

Ler sobre as preocupações ambientalistas da Zara e do grupo Inditex sem uma palavra acerca do seu modelo baseado no consumo atrás de consumo levou-me a escrever isto "Curiosidade do dia":

"Isto é muito interessante, mas se a Inditex está assim tão preocupada com o ambiente, quando é que muda o seu modelo de negócio baseado na fast-fashion: usar e deitar fora?"

Depois, citei em "Começar a revolução em casa":

"Each year approximately 350,000 tonnes of used clothing is sent to UK landfills but research suggests that this figure could be significantly reduced if wearers were actively and routinely to repair damaged clothes."

Agora descubro "Zara built a $20B empire on fast fashion. Now it needs to slow down":

"But as the fashion industry moves toward more eco-friendly practices, it’s worth asking: Can fast fashion ever really be sustainable?
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But here’s the thing: Trendy clothes have a short shelf life. Case in point: Zara’s tie-dye pieces I referenced above are currently 30% to 50% off, in an effort to clear the inventory to make room for the next trend. One reason fashion is such a blight on the planet is that we’re simply consuming too much of it. The apparel industry produces more than 150 billion clothes every year for only 7 billion humans. Over the last 15 years, clothing production has doubled, and yet the average number of times a garment is worn before it is discarded has decreased by 36%. Many clothes are worn just seven to 10 times before they’re thrown out.
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So if Zara wants to become more sustainable, it may need to rethink the design of its clothes, not just how they are manufactured.
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Yet nowhere in its announcement did Inditex address the sheer volume of clothes it produces, nor its model of selling fashion-forward clothes at a fraction of the price of designer brands. In fact, it is working toward more and more growth. Over the last five years, its sales have grown between 4% and 10% every single year. While that’s good news for shareholders, it’s bad news for the planet. No matter how eco-friendly its supply chain becomes, producing more and more clothes comes at an environmental cost.
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This kind of agility is one of Zara’s, and Inditex’s, biggest strengths. But right now, it is being deployed to create hot new looks that may not be in style in a few weeks or months. This is directly contributing to our overconsumption of clothes.
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The most eco-friendly approach would be to create durable, classic clothes that the customer would wear for years before recycling."

Are you prepared to walk the talk?