Why it's so hard to change consumer habits – and how we can still succeed

Why is it so difficult to change consumer behavior? At Neworn, we've often asked ourselves this question.

Globally, an estimated 80 to 150 billion garments are produced each year. At the same time, the frequency of purchases has increased significantly in recent decades – clothes are often barely worn before being disposed of. The fast fashion industry contributes massively to climate change: it drives up CO₂ emissions, wastes enormous amounts of water, and depletes valuable natural resources. Simultaneously, animals suffer under production conditions, and many workers are exploited, with their rights often disregarded.

Neworn wants to combat climate change and make a real, tangible difference for our planet. That's why we focus on second-hand clothing and the circularity of fashion. But let's put that aside for a moment and return to our starting point: consumer behavior. For a company, it's crucial to recognize the slightest psychological signals from consumers – because, honestly: without them, there's no business. It's that simple.

For a start-up like Neworn, it's even more important to understand and correctly interpret every single number, every statistic about customers. Why? Because a company's success depends on truly knowing and fulfilling people's needs.

But first, let's briefly consider: What exactly are consumption habits – and why is it often necessary to change them?

Consumer behavior refers to the series of actions consumers undertake in the process of buying, using, and disposing of a product. It examines how people select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. The analysis of consumer behavior includes motivations, actions, and decision-making processes influenced by social, cultural, personal, psychological, and economic factors. In short: it's nothing more than the sum of reasons that lead consumers to buy a product or service. Given this, the question arises: Why should we want to change consumption habits? Quite simply: because many of these habits and behaviors are harmful to the ecosystem. The data speaks for itself: excessive consumption of meat and animal products (especially from factory farming), excessive plastic use, water waste, energy waste, buying products with excessive packaging, food waste, using environmentally harmful modes of transport, and improper waste disposal – all of these are unhealthy behaviors that pollute our planet, increase CO₂ emissions, deplete resources, kill animals, and cause severe health problems for humans.

So why is it so difficult to change consumption habits?

The answer can be as simple as it is complex – simply because we are the consumers ourselves! Think about it: How often do you buy, use, and throw away products without thinking – simply because "that's just how it's done"? How often do you catch yourself engaging in behavior that, in hindsight, is anything but environmentally friendly? The answer lies in the society we live in. For years, consumers have been taught that they can have everything – absolutely everything – but at what price? As a result, people have fallen into a vicious circle, a kind of fairy-tale loop where it's enough to pay to get what you want – and in most cases, without effort. Using disposable cutlery is easier than washing silverware and plates. Driving a car is faster and more convenient than walking or cycling. Traveling by plane is, of course, faster than by train. Buying new clothes and throwing away old ones seems "easier" than buying or reselling used clothes – and when buying new clothes (even very cheap ones), one also feels "richer." But, again: At what price?

Of course, the consumer model didn't develop overnight – it took many years to get to where we are today. It began with the Industrial Revolution, which enabled cost-effective mass production, and solidified after World War II with the economic boom and the rise of advertising and mass media, which created and spread new needs.

So why is it still so difficult to change consumption habits, despite numerous awareness campaigns to protect the planet and promote responsible consumption?

Because various factors interact – especially psychological and social ones: The tendency to stay in one's comfort zone is one of them. Then there's the power of habit (even if it's wrong) and the fear or distrust of new things. Social factors like group expectations and norms, as well as economic factors like inflation and special offers, also exert great influence. Change is therefore less an individual decision and more a complex process.

To sensitize consumers and change their behavior towards a more sustainable and environmentally friendly model, companies like Neworn can create informative content (blogs, videos, and social media posts) that address topics such as the impact of fast fashion, the value of second-hand goods, and the social and ecological benefits of the circular economy. People can be taught how to repair damaged products – through simple tutorials, because not everything that's broken needs to be thrown away: often, it takes very little to make things look new (or even better) again! The fact that fast fashion clothing is so cheap should also make us reflect: the reason for this is the exploitation of workers and the use of inferior materials. If people understand this, they realize how little sense it makes to buy fast fashion – and how advantageous second-hand clothing can be (which is often of high quality). Many opt for disposable products or fast fashion because it's quick and easy: that's precisely why we need to develop business models that simplify and speed up the purchasing process for customers.

Ultimately, to change consumer behavior, we must, on the one hand, rely on information and awareness, but on the other hand, our product must be so good that there is "no downgrade" for the customer. Clear communication of the ecological and social impacts of products (quality, origin, production conditions) helps build trust and awareness. Moreover, this can strengthen the idea that it is more sensible to develop one's own style rather than chasing fleeting fashion trends. Only with a positive approach and a clear vision can we contribute to change. Each of us can do something: never give up, but constantly make people aware of how harmful certain habits are for the environment – and thus for ourselves. A path of change and improvement is always possible. And precisely because we are consumers ourselves, we must pay attention to sustainability and make conscious decisions.

As Mahatma Gandhi said: "Be the change you wish to see in the world."