Embracing sustainability: the unrevealed oxymoron?

Sustainability is a word that has recently been ‘in fashion’ which, in its wider definition, implies meeting the needs of today without compromising the resources of the future. It is equally applied throughout disparate industries, companies, brands and to indicate positive consumer habits. However, just as with the consumer-behaviour gap which was identified in the last century (Boulstridge & Carrigan, 2000) in relation to what was then termed as ethical behaviour, there seems to be a displacement between the professed engagement desire of citizens and consumers with sustainable actions and their actual activities. This colloquium presents different perspectives on this issue which, although well researched, has not yet been resolved. One of the central themes related to sustainable discourse is linked to climate change and gas central heating in homes is one of the areas at the forefront of this issue. The transition process has been identified as a particular time for resistance to change towards sustainability and as such, one of the presentations investigates transition in the domestic heating arena within the specific context of the Netherlands and its journey towards climate neutrality. The second presentation looks at creative approaches to breaking down the barrier of resistance towards sustainable choices for avid consumers of fashion garments by inducing co-creative options between consumers and fashion brands. The third intervention examines the research and literature which underpins the wider theoretical area of sustainability by reviewing available sources and categorizing them by behavioural approach. This presentation highlights the conclusions from research related to consumer voluntary engagement in, often upwardly differential price points, attached to environmentally responsible products. Finally, supply chain transparency and the resistance that fashion brands and companies have shown in this area is highlighted with some possible solutions advanced. These presentations represent four complementary approaches to the theme of resistance within the drive towards a more sustainable future.