Are We Waiting for Catastrophe to Act? A Reflection on Sustainability Fatigue in 2025

It feels like only yesterday when sustainability was at the forefront of every conversation. A buzzword on executive agendas, a rallying cry for change. But the latest State of Fashion 2025 report by Business of Fashion and McKinsey has revealed an unsettling truth: sustainability is slipping out of focus. Amid geopolitical uncertainties, inflationary pressures, and looming economic headwinds, fashion leaders are diverting their attention elsewhere.

It’s hard not to empathize with these challenges. Businesses are in survival mode, balancing razor-thin margins and unpredictable supply chains. Yet, what does it say about our collective priorities when long-term sustainability goals are the first to take a backseat?

This isn’t just a corporate issue. It mirrors a societal trend—a kind of sustainability fatigue. We set ambitious targets but grow weary of the grind to achieve them. And when the stakes don’t feel immediate, it becomes all too easy to defer action.

Why Sustainability is Losing Priority

Take a walk through the maze of a fashion business today, and you’ll see the weight they carry. From grappling with rising production costs to navigating trade uncertainties, the challenges are relentless. For smaller brands, the struggle is even more acute—balancing survival with lofty goals like circularity feels nearly impossible.

I recently had a conversation with a friend working in supply chain management for a major retailer. She told me how their team shelved a promising recycling initiative because they needed the budget to offset rising shipping costs. It’s a sobering reminder: when urgency meets practicality, the former often loses.

The State of Fashion 2025 captured this shift perfectly. Sustainability is no longer the shining beacon for the year ahead. The report’s findings reveal that brands are redirecting their focus toward pressing economic and geopolitical concerns. In the race to stay afloat, the long-term health of the planet is falling by the wayside.

Lessons From History

But history tells us this isn’t the first time. In fact, some of the most transformative environmental actions only occurred after catastrophic events shook society awake. The Torrey Canyon oil spill in 1967 left devastating ecological consequences, prompting Europe to establish stricter marine protection laws. Similarly, the Cuyahoga River fire in 1952, where a polluted river literally caught fire, shocked Americans into pushing for the Clean Water Act decades later.

These events forced action. They made the consequences of environmental neglect impossible to ignore. But here’s the paradox: our technological advancements have reduced the frequency of such overt disasters. That’s a good thing, of course, but it also means the slow, insidious threats to our planet are harder to rally around.

A Decade of Missed Opportunities

Almost a decade has passed since the Paris Agreement—a milestone moment that was supposed to unite industries around sustainability goals. Yet here we are, still far from meeting them.

Take the fashion industry. Circularity, waste reduction, and repair services are all concepts that have gained traction but remain under-implemented. Instead of transformation, we’ve seen incremental progress that feels outpaced by the worsening climate crisis.

The recent COP29 conference only added to the sense of inertia. Observers called it underwhelming, with insufficient progress on critical issues like mitigation and adaptation funding. While some agreements were reached, they lacked the urgency needed to address our rapidly escalating climate challenges.

The Broader Implications

This isn’t just about fashion. It’s about how we, as a society, respond to slow-burning crises. When we wait for disaster to act, we lose precious time—time we don’t have.

Consider the ripple effects. The longer we delay systemic change, the harder it will be to reverse the damage. Industries, governments, and individuals must work together to prioritize sustainability not just as a goal, but as a fundamental way of operating.

It’s Time to Reflect and Act

So, where does this leave us? Are we content to let sustainability remain an afterthought, overshadowed by immediate concerns? Or are we willing to confront the uncomfortable truth: that meaningful change requires persistent effort, even when it’s inconvenient?

Perhaps the most haunting question is this: Are we waiting for the next catastrophe—a burning river, a dying reef—to shake us awake? Or can we break this cycle and take proactive steps to redefine how we live, work, and protect our planet?

The choice is ours - What will it be?