This week, Brittany sits down with Zoë Richards, Director of PR & Communications at Rothy’s, to talk about how the brand is weaving itself into the cultural conversation. From a Times Square activation to collaborations with Substack writers, Zoë shares how Rothy’s balances sustainability messaging with moments that spark mainstream buzz, all without the budget you might expect.

In this episode:

• ⁠Rothy's Times Square Activation⁠
• ⁠Zalando Consumer Behavior Report

What happens when a major fashion magazine decides to take sustainability seriously?

Earlier this week, Teen Vogue did what it does best—challenge the status quo.

Known for its bold, culture-shifting storytelling, the digital publication dropped a series called Last Stop, exposing the hidden journey of our clothes and the shocking realities of fashion waste.

But this wasn’t just another deep dive into the industry’s problems.

Alongside the series, they also made a bold commitment to rethink how they cover fashion—integrating secondhand into shoots, calling out greenwashing, and reshaping how trends are presented to readers.

But what does sustainability actually look like in the world of mainstream fashion media? And how will Teen Vogue navigate the tension between impact and industry realities—advertising, affiliate links, and brand partnerships?

To unpack what this pledge really means, I sat down with Teen Vogue’s Style Director and author of Worn Out, Alyssa Hardy.

In this episode, we get into:

• How Teen Vogue is rethinking runway coverage and trend reporting through a sustainability lens

• Why secondhand and upcycling are becoming non-negotiables in their editorial strategy

• The challenge of holding brands accountable while working within the constraints of the industry

• The role of media in shifting consumer behavior—and how storytelling taps into the psychology of consumption

• What this shift means for the future of fashion media—and whether it could push other outlets to follow suit

If you've ever wondered whether mainstream fashion media can truly shift consumer behavior—or if sustainability commitments can go beyond surface-level promises—this episode is for you. 

Alyssa shares how Teen Vogue is strategically rethinking its editorial approach, balancing industry realities with a commitment to transparency, secondhand fashion, and more responsible trend reporting.

We unpack what this means for brands, consumers, and the future of fashion media.

Connect with Alyssa:

• Get Alyssa’s book, Worn Out

• Follow Alyssa on Instagram

• Alyssa’s Tiktok

Resources:

• Work with Brittany

• The Last Stop Series

If you’ve been tuning in to Green Behavior for a while, you already know how much I love talking about perceived value—why it matters and how it drives people to spend more on sustainable products. What we haven’t talked about as much is why perceived value works so well: trust.

For consumers to pay that "green premium," they’ve got to trust that a brand is being authentic about its sustainability claims and that the product is actually "worth it"—whether that’s because of quality, style, an emotional connection, or all of the above.

Trust is the make-or-break factor, especially in a world where greenwashing skepticism is everywhere.

That’s where certifications like OEKO-TEX come in. They’re meant to be those trust signals that reassure shoppers the product they’re buying really aligns with their values. But here’s the big question: do certifications actually work? Do consumers really trust them?

In this episode, I sit down with Ben Mead, Managing Director of Hohenstein Institute America, to dive into the role certifications play in cutting through the noise, fighting greenwashing, and helping brands build consumer confidence.

What we cover:

How certifications like OEKO-TEX work and why they’re valuable for brands and consumers. The psychology of trust—how it shapes consumer behavior and why it’s a non-negotiable in sustainability. Tips for brands to communicate their sustainability efforts authentically (even when they’re not perfect). The future of certifications, traceability, and global standards as tech and regulations evolve. Why there’s still a disconnect between people noticing certifications and actually understanding what they mean.

AND, if you’re someone with sensitive skin, eczema, or just trying to avoid sketchy chemicals in your clothes, you’ll definitely want to tune in for this one!

#9 In this bonus episode, Brittany introduces a new segment called "Voice Notes," where she shares her spontaneous thoughts and observations on current topics.

This episode focuses on a recent major development in e-commerce: the U.S. Federal Trade Commission's new rule banning fake reviews and the psychology behind it.

#8 In this solo episode, Brittany breaks down the partnership between ByRotation and Airbnb and unpacks the power of cultural relevance in driving sustainability forward. More than just a clever marketing move, Brittany explains how this partnership can serve as a blueprint for how sustainable fashion brands can connect with mainstream consumers and inspire meaningful behavior change.

In this Episode:

Mentioned in the Episode:

Produced by The Sustainable Fashion Forum

#7 From social justice to climate change, Gen Z is known for leading the charge on some of the most pressing issues of our time. They may be the new kids on the block, but GenZ has strong opinions and high expectations of the brands that they engage with.

We know that Gen Z cares about sustainability but their purchasing decisions don't always reflect their values. 

In this week's episode, Brittany chats with Estella Struck, Founder and CEO of Vivine, the first GenZ sustainable product marketing agency, to talk about the gap between what GenZ says that they care about and what they actually are purchasing.

In this episode:

Episode Resources:

Estella | Instagram

Estella | LinkedIn

Brittany | LinkedIn

People, Brands, and Things | Instagram

People, Brands, and Things | Substack

Join a global community of sustainability leaders dedicated to driving transformative change in the fashion industry and beyond. Become a member here.

Produced by The Sustainable Fashion Forum

#6 In this solo episode, Brittany explores the latest TikTok trend, "underconsumption core." She discusses how economic factors like inflation and financial uncertainty are driving this trend and examines the deeper motivations behind it, from ethical and environmental values to sheer economic necessity.

Brittany highlights the psychological and social influences on underconsumption core and draws fascinating parallels between this trend and the demand for counterfeit luxury goods. Both, she argues, are responses to income inequality and social signaling.

Citing recent studies and articles, Brittany delves into whether underconsumption core is likely to have a lasting impact on consumer behavior or if it's merely a temporary response to current economic conditions. She also looks at how marketing tactics can shape and sustain such trends.

Join the conversation as Brittany uncovers the complexities of consumer behavior and sustainability, and consider the potential long-term effects of this intriguing trend.

Articles Mentioned in the Episode:

Brittany | ⁠LinkedIn

Join a global community of sustainability leaders dedicated to driving transformative change in the fashion industry and beyond. Become a Member

Produced by The Sustainable Fashion Forum

#5 In this solo episode, Brittany explains how temporal discounting influences our purchasing decisions. She shares insights from Vestiaire Collective's 'Think First, Buy Second' campaign, highlighting real-world applications that bridge the gap between sustainability and consumer behavior to make sustainability feel more immediate and relevant.

Brittany also shares on key takeaways shared by Vestiaire Collective's North America CEO Samina Virk's at the 2024 Sustainable Fashion Forum.

Mentioned in the episode:

Vestiaire Collective 2024 Circularity Report

Vestiaire Collective: Beach Campaign

Vestiaire Collective: Swap this For That

Vestiaire Collective: Anti Black Friday/Fast Fashion Ban

Join the community: ⁠SFF Insiders⁠

Produced by The Sustainable Fashion Forum

#4 What is the connection between psychology and fashion? How can psychology help us better understand consumer behavior?

In this episode, we explore the psychology of consumer behavior with Carolyn Mair, PhD, and uncover the hidden factors behind our fashion choices.

Carolyn explains how cognitive psychology influences consumer behavior, the allure of fast fashion, and why it has more success using psychological triggers in its marketing than sustainable brands. 

The conversation also explores fashion's broader impact on our identity and social interactions, offering insights into how sustainable brands can better communicate and connect with consumers.

In this interview, you'll learn:

• What motivates us to buy, and how psychology can help us understand consumer behavior.
• Why we're drawn to fast fashion, and why sustainable brands struggle to achieve the same level of popularity.
• Why consumers keep buying fast fashion despite knowing its negative impact on people and the planet.
• How the sustainable fashion community can leverage consumer psychology to drive meaningful change.
• The most effective strategies for sustainable brands to communicate their value proposition to consumers who are accustomed to fast fashion.

This conversation is a crash course in understanding consumer psychology and how it can drive more ethical and sustainable practices in the fashion industry and beyond.

Short on Time?

• 00:00 Intro
• 4:51 What a cognitive psychologist does
• 08:43 The connection between psychology and fashion.
• 11:38 How fashion impacts consumer behavior.
• 14:40 How psychology can help us understand consumer behavior.
• 16:13 How marketers utilize psychology in their marketing strategies.
• 22:13 Is fashion today truly about self-expression, or is it more about fitting in and social signaling?
• 30:51 How fast fashion brands influence purchasing decisions
• 33:08 How sustainable brands use psychological triggers to get people to buy.
• 40:35 What is it about luxury that people are OK with exclusivity vs sustainable fashion?
• 47:43 Strategies for educating consumers about the social and environmental impact of clothing.
• 58:55 What the fashion industry needs to focus on from a behavioral science POV.
• 1:02:03 Takeaways for sustainability-focused brands.

Episode Resources:

• Connect with Professor Carolyn Mair HERE

• Connect with Brittany Sierra HERE

• RSVP for the Psychology of Overconsumption with Patagonia HERE

• Become an SFF Insider HERE

Produced by The Sustainable Fashion Forum

#3: In this episode, Brittany is joined by Danielle Vermeer, Co-founder and CEO of Teleport, the "TikTok for thrifting" app.

With over a decade of experience in fashion, tech, and sustainability, they discuss the perceived value of clothing and the challenges of changing consumer behavior, especially among GenZ.

Danielle shares insights from her time at Amazon, where she worked on luxury resale and learned the importance of customer obsession. She also highlights the gaps between sustainable and fast fashion marketing, emphasizing that shaming consumers for their choices won’t drive meaningful change. Instead Danielle stresses that to move the needle in sustainable fashion, brands need to realistically address what consumers are currently purchasing (and why) and help align their actions with their stated values.

The conversation explores the role of social media in accelerating fashion trends, the impact of online identity on consumer choices, and the potential for policy to influence sustainable behaviors. Danielle also shares her thoughts on the future of the secondhand market and how Teleport aims to bridge the gap between the desire for sustainable fashion and the practicalities of finding and purchasing secondhand items.

Practical advice is also given on how sustainable fashion brands can improve their marketing strategies and customer engagement to better compete with mainstream fashion brands.

Teleport Instagram: @teleport.ootd

Teleport TikTok: @teleport.app

Connect with Danielle Vermeer on Twitter

Connect with Danielle Vermeer on LinkedIn

RSVP for The Psychology Behind Overconsumption with Patagonia's Aileen Ottenweller

American Marketing Association research on luxury customers and signaling

58% of U.S. consumers resold clothes online in the last year (PYMNTS)

40% of Gen Z has "very unfavorable" vs. 40% has "very favorable" views on fast fashion (Business of Fashion)

Teleport is a video-first marketplace, often dubbed the "TikTok for thrifting," where users can buy and sell from outfit videos. Click here to get $10 free credits when you join Teleport.

Produced by The Sustainable Fashion Forum