El impacto de la industria de la moda en la sostenibilidad: un análisis del diseño y la comunicación transmediática

The fashion industry is the second most polluting industry in the world, with a significant impact derived from unsustainable practices such as water waste, high carbon emissions and the proliferation of the so-called ‘fast fashion’ model. This model has led to an exponential increase in garment production in recent years, generating adverse social, environmental and economic effects. Companies, aware of the impact and need for change, have opted for processes governed by sustainability and corporate social responsibility. In this context, design emerges as a mediator between consumers and the messages emitted by companies through branded content with sustainability-oriented narratives, through the use of different channels and formats, including the use of influential figures with whom consumers share a system of shared beliefs. The world of design uses persuasive discourses that have an impact on the vision of the future, as well as on social narratives and behaviours. This is significant in the involvement, activism and consumer reactions experienced by users belonging to the centennial generation, who identify in digital environments their main channels of information and linkage with users and companies, and in which transmedia communication emerges as an essential component in ecological literacy, favouring the improvement of the environment and having an impact on the consumption habits and sustainable practices of this generational group