There’s something brewing in my head. A triumvirate of ideas that speak into passion, people and the power of media.
It starts with this image, now embossed on my heart. Two people embracing. Two factory workers. Bangladesh.
In a far-off shopping mall, destruction is lighter: my trousers are torn from use and my shirt has a coffee stain. I justify a shopping spree. I am delighted by the fashions. And then I see the label: “Made in Bangladesh”. I go cold.
But, but, but! I walked past Mango and Top Shop! Sanctimoniously! I had wanted nothing to do with brands that employ workers in the kind of appalling conditions that lead to that building collapse. This is Zara. Surely this is safe?
Google to the rescue. Answer: apparently not safe.
And so I leave the garments, turn on my heel and head home to do some research. The results appal me. There is report after report of death and destruction in the likes of Bangladesh. Many fires and tragedies. Many international brands initially claiming non involvement until their labels are found at the scene of the crime. Look at those brands’ websites, and they inevitably trumpet their work on behalf of the worker.
So how do I know what I can buy with a clean conscience? And what is the reward for the brand that does invest in its workers? The answers are surely one and the same. How about a ranking that is easily accessed: a fashionista’s fishms or Standard and Poor’s? An at-a-glance reference that gives me the green light (or not) about a store, a brand, a line of clothing. Info that I can act on and that gives credit to the brand.
And winning that green light, surely, brings kudos to the brand? Literally gives them credit too, we would hope and assume. If we, the media, make their good rankings known, will it not bring them more business? We play our role: we give them editorial; we serve our readers’ interest and we maintain integrity. All that’s left to chance is whether the consumer will act with responsibility.
Surely a love for fashion and a love for people are not mutually exclusive? Surely there’s good business in businesses doing the right thing? And surely there’s an important role for media in bringing these together?
Now all we need is that organization that will do the research and, with integrity, authority and transparency, make it available in a simple format.