7 Sustainable Trends on Social Media
(April 2023)
We hear a lot about the damaging side of social media, but recently I’ve noticed sustainable topics ‘trending’ in their own way. While fast fashion haul videos remain popular, there’s also a more wholesome type of content that’s gaining momentum with hashtags such as #Preloved #mending and #thrifted each growing daily.
Here are some of my favourite sustainable hashtags on social right now:
Reel by Stylebook App
1. Shop your Wardobe
The concept is simple, make the most of what you already own by realising that styling in different ways is key for versatility. People with very different aesthetics contribute to these hashtags so it can be a great way to discover accounts to follow for outfit inspiration, and it often provides ample styling ideas for things you already have in your own wardrobe.
2. Deinfluencing
Instead of selling you products that you *need* to add to cart right now, this trend sees influencers sharing with their audience which products they were disappointed with and wouldn’t recommend, often choosing much hyped brands, setting realistic expectations for their followers. It pokes fun at some of the strange things people feel compelled to buy due to social media and is a breath of fresh air.
3. Mending Matters
I was very heartened to see that this hashtag has over 5 million views on TikTok, and a quarter of a million posts between the related hashtags on Instagram. Here you’ll find inspiration from simple DIY’s to intricate visible mending that treats every mend as a part of an item’s narrative. This creative repair is nothing short of inspired!
Screengrab from TikTok showing lots of mending content
4. Journey to Zero Waste
Sustainability is a journey, and every small substitution or new habit helps make a difference. While the term ‘zero waste living’ can feel intimidating, especially seeing creators sharing how all their rubbish in a year can fit into a cereal bowl, the hashtag journey to zero waste is packed full of clever tips and practical considerations to help you make gradual, meaningful lifestyle changes.
5. Repair hauls
Learning to darn your socks is undeniably a valuable skill, but I personally think it’s perfectly acceptable to outsource the mending of clothes, and something that is more in-line with most people’s lifestyles. The focus is on mending and extending the life of an item and that has real impact – just getting 9 months more life from a piece of clothing can actually reduce its carbon footprint by 20-30% according to Wrap. I was delighted that prominent influencer Mandy Lee shared her ‘Mending Haul’ on Instagram, and with several postal service alteration, repair and customisation services popping up (such as The Restory for luxe, Save Your Wardrobe, the reasonably priced Make Nu and many more).
Content via By Rotation
6. Must Rent
By Rotation’s Instagram feels like a party where all the fashionable girls hang out – it’s glamourous, colourful and decadent – except that instead of encouraging women to “buy, buy, buy!”, it’s offering the opportunity to rent these showstopping dresses. Clothing rental is blooming with other sites including Hurr, Rotaro and Girl Meets Dress becoming increasingly popular. As a very short person, I’m frustrated there aren’t more options for me on any of these (hello business idea!) but I can completely get behind the movement, and feel sure this will become a go-to for one off occasion-wear needs.
7. Charity Shops by Post
Finally, I want to give a mention to Bkinda, who I found from their Instagram ads. The brand is a blend of a subscription box service and personal styling, all with second hand clothes – you sign up to receive 4 second hand pieces a month which is somewhat of a lucky dip, but each box is hand-picked for you and guided by your preferences. The brand is run by a UK charity - St Luke's Hospice, and it’s definitely modernising charity shop bargain hunting!
Despite its bad reputation, social media is not all bad news. These emerging sustainable trends demonstrate the changing outlook of our youth generation (Gen Z) and offer hope for the future and demonstrate that social media influence can also be positive. Whether it's posting information about social justice causes, promoting eco-friendliness, or creating positive and uplifting content that inspires and empowers people, social media can be a force for good. I for one will be taking heed of these trends and look forward to having the algorithm serve up more helpful and wholesome content.