Are We Stuck In A “Sustainabubble”?
Sustainabubble (noun)
/səˈsteɪnəˌbʌb(ə)l/
A metaphorical bubble in which sustainability professionals and advocates perceive significant change and innovation, while in reality, such progress remains confined within their own circles and does not yet reflect broader societal or industrial shifts.
Example: "There are exciting new materials being developed, but outside the sustainabubble, fast fashion is still business as usual."
It’s easy to feel like sustainability is everywhere. New materials, circular business models, ambitious net-zero goals - progress, right? But step outside the sustainability space, and the reality looks different. Fast fashion is still booming, microplastics are piling up, and greenwashing is more sophisticated than ever.
The Reality Check
The truth is, sustainability discussions often take place in echo chambers. If you work in sustainability, follow eco-conscious influencers, or shop from ethical brands, it can feel like the whole world is shifting. But outside these spaces, the vast majority of consumers are still buying cheap, synthetic, and disposable fashion. Brands continue to overproduce, and our oceans are filling up with plastic fibres.
Take recycled polyester, for example. It’s marketed as a sustainable solution, yet it sheds more microplastics than virgin polyester. Meanwhile, fashion brands promote ‘conscious collections’ while churning out billions of garments each year.
So, are we just talking to ourselves? Are we stuck in a “sustainabubble” - where change feels big within our circles but barely makes a dent in the mainstream?
How Do We Measure Real Impact?
We need to ask:
✔️ Are sustainable choices reaching everyday consumers outside eco-conscious circles?
✔️ Are brands making systemic changes - or just swapping one ‘green’ material for another?
✔️ Are our actions reducing waste, emissions, and overproduction at scale?
Sustainability isn’t just about progress - it’s about penetration. If the impact doesn’t extend beyond our bubble, is it truly making a difference?
Breaking Through the “Sustainabubble”
While the challenges are undeniable, real progress is being made. Beyond the echo chamber, we’re seeing tangible shifts that prove sustainability is reaching the mainstream.
The Rise of Second-Hand Fashion: Platforms like Vinted, Ebay and Depop are not only thriving but turning a profit. The second-hand fashion market is expected to grow 3x faster than traditional retail over the next few years, with reports predicting it will be worth $350 billion globally by 2027. Consumers are embracing second-hand as a desirable and accessible alternative to fast fashion.
Retailers Embracing Repairs and Preloved Sales: Brands like Selfridges, M&S and many more now offer repair services, while more and more retailers such as Selfridges and Urban Outfitters have dedicated physical or online spaces for preloved fashion. The movement towards longevity is gaining momentum.
Rental: The online fashion rental market is estimated at $1.89 billion in 2025 and expected to reach $2.63 billion by 2030. Platforms like By Rotation and HURR are leading the charge along with many well known retailers adding rental to their offer.
Circular Business Models Taking Centre Stage: Once a niche concept, circularity is now being featured / adopted at major fashion weeks and in key fashion publications, showing that closed-loop systems are becoming part of the mainstream conversation.
Innovative Brands Leading the Way: Companies like Unfolded, Vyn, Been London, Neem London, Batch London and Mud Denim are proving that sustainable business models can be profitable.
Retailers Recycling Their Own Waste: More brands are taking responsibility for their production waste, integrating recycling initiatives into their business models.
Recycling Pods in More Places: From supermarkets to beauty retailers, dedicated recycling stations are popping up in everyday spaces, making it easier than ever for consumers to recycle their products responsibly.
Change is happening - not just within sustainability circles but across industries, retailers, and consumer behavior. These shifts show that circular and sustainable practices are integrating into the everyday choices of mainstream consumers.
There is still so much more to do, but progress is undeniable. How do we keep the momentum going? Let’s keep the conversation open and the action ongoing. If you discover a brand that’s driving real change, share it. If you come across an idea that challenges the status quo, talk about it. Whether it’s with your colleagues, family, or friends, every conversation has the power to spark something bigger. What starts as ripples can build into waves - and waves can reshape entire industries. So, let’s pop the bubbles, create momentum, and move towards a future we all want to live in.