Tolly Dolly Posh discusses whether blogging can be sustainable in the era of “FONO” (fear of not owning) and ways to resist it…
In a fast-paced, ever-connected world, it’s hard to scroll through social media without feeling left behind. We all know what it feels like to be filled with a sense of ‘FOMO’ (the fear of missing out) and how it can take you from a high of self-confidence to a low of crippling self-doubt.
However, over the past few years, we seem to have entered a new era – the era of ‘FONO’; the fear of not owning.
With apps like Instagram now filled with shoppable links, twenty-four hour wish lists in ‘Story’ form and endless imagery of everybody’s latest purchases, it’s hard to ignore that what used to be a platform dedicated to inspiring the amateur photographer in all of us, is fast becoming the new platform for inspiring the ‘over- consumer’ in all of us.
As an ethical fashion blogger, I am now fully committed to focusing on sustainable issues within the fashion industry. But it wasn’t long ago that I, too, was being overwhelmed with this need for more and this fear of missing out on the next best thing.
However, for most of us, it started long before social media. In my early teens, when I first started my blog, I was a free-shipping and under-£5-deal-aholic. I abused the sales with my tight purse strings to experience the thrill of adding something new to my wardrobe, taking it as a challenge to see how many items I could buy on the high-street without breaking the bank.
Some of my favourite memories involve going on spending sprees with my elder sister. We’ve lived long-distance from each other since I was 8-years-old, so we’d always make a day of it.
Shopping is fun and there’s even scientific evidence to prove that dopamine is released when we hit the jackpot and find something we like the look of. The blogging (and micro-blogging) world has added a new level to the thrill of it all.
Now we’re seeking to be included. If we can’t style an item that everybody else is obsessing over, how will we prove that we’re keeping up with the times?
It’s not just for our own sake, either, it’s for the sake of our readership and those who follow us to gain our opinions on current trends, whether it be in fashion, beauty or lifestyle.
Some of the most popular pieces of online fashion content are ‘hauls’, especially within the YouTube community. There’s something fascinating about diving into people’s purchasing process, learning why they bought something and why maybe, just maybe, you might need to buy it too.
It gives you a chance to not only work out what might be a good fit for your own wardrobe (or beauty cabinet) but also a chance to avoid hitting the shops – or an online store – unnecessarily, because you know what’s available before you’ve even ventured to take a look yourself.
My floral crown collection grew considerably in 2014 because I saw so many of my favourite online creators wearing them. A collection that’s now, sadly, left collecting dust.
Often, these purchases will be returned too, proving that as bloggers, we might not even be buying for ourselves anymore – we’re buying for the purpose of new content; we’re buying to avoid the fear of not owning and to help our audiences avoid it too.
It can feel like a daunting topic to approach and a heavy conversation to have, but it’s vital that we start to consider this sort of content within the blogosphere from a sustainable point of view.
A study by Marks & Spencer in 2016 revealed that most of us only wear 44% of our wardrobe on a regular basis – leaving an average of 57 items unworn. Yet, it’s not uncommon to see a YouTuber or a blogger regularly upload and comment on their recent purchases multiple times a month.
We have to ask ourselves – where does it all go? The most probable answer is: landfill. Research by Worn Again shows that in the UK, roughly only 20% of our textiles are being recycled – which leaves 80% to be disposed of or to be incinerated – and that’s only relating to fashion; it’s a similar issue with disposable and single-use beauty products, which are now being launched at the same rate as seasonal clothing lines.
If we are curating content for the purpose of keeping up with appearances and not wanting to be left out, we also have to ask ourselves where that leaves us with individualism. What does it look like if we’re all focusing on the same launches, the same ‘new-in’ items and the same online crazes? Not only was I once magnetised by floral crowns, I’ve more recently gravitated towards the trend of killer heeled boots and tiny Parisienne- inspired sunglasses.
I know for a fact this has been influenced by the people I’ve been following online because they were all wearing their own very similar combinations of the two. Coco Chanel’s quote “Fashion fades, only style remains” is a saying we’ve all heard a thousand times.
But its meaning has only deepened for me as I’ve transitioned into what the ethical fashion community might call, a ‘conscious consumer’. Perhaps it’s time that we start to embrace our own individual style, not only for the planet, but for ensuring our spaces on the internet each have their unique qualities.
The question is, how do we go about it? I can honestly say that having a more sustainable attitude towards my blog, and what I share, did not come especially easy to me. As somebody who has dreamed of entering the fashion industry for as long as I can remember, letting go of the easily accessible side (excessive shopping), felt like letting go of an old friend. I speak candidly about that transition to my readers, in hopes that they won’t feel any sense of guilt for having similar habits.
It takes time to commit yourself to prioritising ethics and sustainability, and I’ll always applaud people for making small steps and changes. By no means am I a perfect example of a sustainable activist. I still get a thrill from shopping.
It’s just that now, that spark of excitement stems from second-hand finds and charity shops, or from working with brands whose values align with my own.
Five tips to becoming an eco-minded blogger
I’ve listed a few ideas I believe will come in useful if you’re interested in not only becoming more of an eco- minded blogger but also in resisting that dreaded fear of not owning…
Educate yourself on sustainable issues
Educating myself to the most of my abilities is what has made my ‘FONO’ die down. I had a lightbulb moment in 2013 after a garment factory collapse in Dhaka, Bangladesh. Soon after this preventable disaster, which sadly killed over 1,000 employees, a documentary was released. ‘The True Cost’ is available to watch on Netflix. It’s hard-hitting and graphic but essential viewing. So, the next time you sit down to binge-watch one of your favourite shows, perhaps put it on hold… those episodes aren’t going anywhere!
Embrace what you already own
I’ve noticed that since I’ve started to share the same outfits and clothes over and over again, my readers have started to fall in love with what I wear as much as I do. There’s a certain yellow jacket I wear constantly, and it never fails to receive compliments because my readers know it so well by now. It’s time to start embracing what you already own and be honest about what you wear and use on a regular basis. After all, it’s unrealistic for us to all be wearing a new outfit in every picture we post.
Understand that it’s okay if somebody can’t click a ready-to-shop link
If somebody really wants to invest in a piece, they’ll find a way to buy it. Don’t feel guilty if you don’t have a link to give to your audience because what you’re sharing is from a couple of seasons ago or is a vintage piece. I now own both a pair of tiny-framed sunglasses and a pair of patent red boots – trends which stuck with me, but I didn’t need a direct link to find. FYI, the sunglasses were ethically produced with bamboo and the shoes were found on Depop.
Try a Haulternative
Speaking of Depop and vintage, embracing a different side of shopping is one way you can embrace trends (or avoid the fear of not owning) responsibly. ‘Haulternative’ is a term coined by the organisation Fashion Revolution, which focuses on bringing change to the fashion industry and raising awareness to ethical and sustainable issues. A Haulternative piece of content could be: sharing what you already own, showing what you upcycled/DIY’ed, or even introducing something you’ve bought from a sustainably focused brand – all are positive alternatives to your everyday haul.
Surround yourself with the right people
Connecting with people who value experience and individuality more than a picture-perfect lifestyle is another way to shift your mindset and overcome ‘FONO’. Surround yourself with friends, family or fellow bloggers who would rather see you embracing your true colours than following the crowd.
Follow some eco-influencers
Compassion Fashion Blog Benita uses her platform in a fun and inviting way to talk about ethical fashion. She also uses Instagram as a story-telling device to share her sustainable journey.
Eco Cult One of the most informative eco- blogs around, Alden focuses on most sustainable lifestyle topics under the sun.
Sophie Benson Sophie’s blog is one of my personal favourites. She talks about over- consumption in a witty, playful manner and will have you relating and nodding through every article she writes.
Style Wise Blog If you’re on the hunt for some down- to-earth, honest recommendations for ethical brands, Leah is your go-to-gal.