Northumbria University business student Jane
Reynolds has won a Best Dissertation in Business Ethics prize for
her work highlighting a disconnect between sustainable consumerism and the growth
of fast fashion.
The award was set up by
the North East Initiative on Business Ethics (NIBE) and Northumbria’s Newcastle
Business School to recognise the contribution students can make to promoting
ethical business practice. Jane’s dissertation focused on the rise in
the consumption of fast fashion – trendy but affordable clothing - amongst the
so-called internet-savvy Generation Z who are in their teens and early twenties
and are said to have strong sustainability attitudes. However, her research found
these green credentials are not being matched with pro-environmental behaviours
in terms of fashion consumption. In her dissertation Jane explored the challenges
of making the fashion industry more environmentally friendly and discovered
wider structural barriers to young consumers and their purchasing behaviours.
Explaining her work Jane said: “I chose this
theme knowing that textile
production contributes more to climate change than international aviation and
shipping combined, and that the fast fashion industry has a particularly
negative impact on the environment. But it is also evident that tackling the issue is not as
simple as telling a fashion-conscious consumer to change their shopping habits.
There are wider, deeper issues behind the purchase of fast fashion, including
economic and social constraints in our society today, so there needs to be an
understanding that we cannot just blame the consumer. Instead, more needs to be
done to help consumers understand their own shopping habits and where they can
try and make the changes to greener fashion.”
Jane’s dissertation also highlighted the issue
of business ethics within the fashion industry. She added: “Multinationals have
seen the profit potential in fast fashion, and have exploited it, leaving
little room for environmentally friendly fashion at affordable prices. I wanted
to show how business ethics within the fashion industry has a large impact on whether
or not consumers are able to match pro-environmental attitudes with behaviours –
and what can be done to help where they can’t. Overall, my research highlighted
the need for structural change and an increase in ethical business practices.
“Winning this award means I have been given
chance to share the results of my dissertation with others who are interested
in ethical business practices, and ultimately to help create a more sustainable
fashion industry. It is something I am very proud of.”
The selection of the winning
dissertation was made by three directors of NIBE. Barry Speker OBE DL, an
Employment Judge and retired solicitor explained why Jane’s submission was picked
for the prize: “We considered
the five dissertations short-listed. All were very well researched and looked
at current issues from an ethical standpoint. Jane’s study impressed us as
being innovative and very intelligently argued and we all agreed that Jane
should receive the award. She
identified the conflict on students from the attraction to fast fashion due to
limited budgets, peer pressure, self-image and influencers. Against this was
the ethical move to favour the purchase of sustainable clothing on ecological
and environmental grounds.
“There was also a very perceptible
section on the gentrification of second-hand clothing. The paper thoroughly addressed a real-life issue and its ethical
context. Jane can be highly commended on an excellent and valuable piece of
work”.
Newcastle Business School
has worked in partnership with NIBE for a number of years, collaborating on responsible
business seminars and exploring how the North East can remain an open, tolerant
and compassionate while still competing in an increasingly global economy.
NIBE was established in 2013 by working professionals operating as challengers for good
business ethics. It works through face-to-face meetings and seminars advising
companies how to develop ethical practices and the benefits these can offer.
