Changing Behaviour: How Can We Redefine Our Relationship With Clothes?

While clothing production and consumption remains high, Australians are starting to change their buying behaviour. We're buying less new clothing, we're selling, swapping and sharing more clothes than ever before, and more clothes are being recycled. But there's still work to do!Diverting 60% of end-of-life clothing from landfill by 2027 is an ambitious goal, and we can only achieve it with Australians on board. In this episode, we speak to an academic researcher and a clothing brand marketer and ask: How can we make that happen? What's the best strategy for influencing citizen behaviour around circularity? What's working and what puts people off?Join host Clare Press in conversation with researcher Jennifer Macklin, Senior Research Fellow at BehaviourWorks Australia, Monash University, and Lina Cabai, Head of Marketing at Country Road Group, to discuss:Common barriers to behaviour changeThe need for nuance - no one size fits all!Tips to effectively market your circularity initiativesWhat works and what to avoid when driving behaviour changeThe importance of positive messagingFor more info and to follow our journey visit, seamlessaustralia.com Hosted on Acast. See acast.com/privacy for more information.