In 2022, everything has changed and it’s time for brands to adapt to a constantly changing consumer.

For the fashion and retail industry, the consumer activist feels 'fit' should be about more than size. They want to go beyond style and reflect culture in what they wear. They want brands to connect with these sub-cultures through the partnerships they take on.

This report highlights the mindset of the consumer activist and explores the opportunities fashion and retail brands can embrace with this emerging audience.

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