I’m already back in the UK and enjoying the cooler Manchester weather. Yes, enjoying I say as although the Milanese summer felt almost tropical and was a touch of soothing heat, it sometimes felt a bit as if I was in an earth size oven!
It’s finally drawing to the end of my masters and I’m cracking down to completing the dissertation. In exactly 1 month and 22 days I’ll be all done with my dissertation and hopefully ready to graduate in December!
After my module in Green management and corporate sustainability at Bocconi University and my first semester at Manchester creating and marketing an app to encourage the purchase of sustainable fashion, I really developed a strong interest for sustainability. I hence decided on undertaking my dissertation on the narrative of sustainable fashion and consumer behaviour.
My dissertation mainly focuses on why individuals seem to be aware of the negative social and environmental effects of the fashion industry and clothing yet when given the choice, don’t seem to be purchasing sustainable apparel. Moreover, I wanted to investigate and understand how consumers are behaving towards sustainable fashion, why and how the extent of their awareness of sustainable fashion would influence purchase behaviour. I consider this narrative incredibly important in a time when big brands are changing their business strategies towards considering their environmental and social impact. Big brands such as Patagonia, Adidas, H&M, Timberland are really making a difference and large impact to lead society to a sustainable fashion future. Despite these big names, very little consumers today are aware and trust their sustainable stance and global impact.
However, let’s be clear. When I talk about sustainability, sustainability isn’t just about doing good. It’s about making a larger and longer lasting impact to the world around you. When organisations consider their impact and undertake double the actions. If a business is destroying an acre of forest through its activities, it should plant triple the trees and at the same time respect the protection of forests. That is not destroy non-exploited land, rich in biodiversity. This biodiversity if the forests were destroyed would be irreplaceable, as it is the result of centuries of natural ecosystems living together and coexisting. Whilst, at the same time businesses must do their possible to reach a level of circularity, reducing their use of resources and ensuring to conserve the environment for now and future generations. That’s when for me, an organisation can become truly sustainable.
I’ll be attending the last group MSC Marketing trip end of July and of course as every day passes finalising the dissertation. I’ve currently interviewed half my participants and I’m ready for the rest! My interviews have definitely been eye opening and a new experience. Through this, I’ve been developing greater communication skills and research skills too.
Finally, I just wanted to end this last blog with a little thank you. I’ve received a lot of positive messages from fellow readers about how much they appreciate my blogs! I just wanted to thank each and every one of my readers for reading and for the kind words! It really encouraged me to continue writing more but also it feels good to be informing prospective students about all the great opportunities available at Manchester University and beyond.
If you want to keep in touch, feel free to follow my professional photography page on Instagram @koala_camera ! You’ll be sure to see some more photos of my time in Milan, the UK. This blog has a few snapshots too!
For all those heading to Manchester in the year or who have been inspired for the future, I wish you all the best! It will definitely be an academic and professional experience to remember.