Lost in translation: why sustainable fashion marketing is failing with young consumers
Fashion marketers often find themselves at a crossroads, juggling the urge to jump on the ‘sustainability marketing’ bandwagon with the fear of potential backlash. The younger generation is particularly skeptical of ‘greenwashing advertising’, and their perceptions could result in varied attitudes and responses toward fashion brands. This presentation explores the challenges of marketing sustainable fashion to young consumers in the digital environment, particularly on social media. We invite members to share their own observations and together discover why the sustainability message is lost in translation.
About the Speaker:
Alice Yu Yuebo’s research investigates the intersection of digital marketing, sustainable consumption and behavioural science, with a particular focus on how edutainment content shapes pro-environmental values and consumer decision making in sustainable fashion engagement. Her scholarly work is informed by extensive industry experience, where she led global marketing initiatives across APAC and developed nonprofit programmes that advocate for education for sustainability and community building. This interdisciplinary background provides a strong foundation for examining how communication strategies influence perceptions and behaviours in contemporary consumer markets.
Alice contributes actively to the academic community as a peer reviewer for the Asia Pacific Journal of Marketing and Logistics. She also serves as Editor of Context, the official publication of Costume and Textile Aotearoa New Zealand. In this role she oversees the full editorial process including manuscript commissioning, review and publication, and works closely with designers, researchers and practitioners to curate analytically rigorous and culturally engaged scholarship on dress, fashion and textile practices.
Speaker Bio: Alice Yu Yuebo
Date: September, 2026
Time: 3:00 AM EDT (New York) | 7:00 AM UTC (Coordinated Universal Time) | 8:00 AM BST (London) | 9:00 AM CEST (Paris/Berlin) | 12:30 PM IST (Mumbai/New Delhi) | 5:00 PM AEST (Sydney/Melbourne)
Format: Online via Google
Please register in advance for this meeting:
Format: Format: Online via Google Meet
Please register in advance for this meeting: