The fashion industry has invested in better materials, more responsible production, circular systems, and ambitious sustainability goals. Yet much of that work remains invisible to customers and difficult to translate into decisions, demand, and business value.

A customer can admire what a brand stands for and still not buy. A company can earn attention, trust, and cultural relevance without generating the sales needed to sustain the business. And sustainability teams can deliver meaningful progress while still struggling to secure internal investment.

SFF26 examines the gap between doing the work and getting people (internally and externally) to act on it.

Across two days, behavioral scientists, consumer psychologists, cultural strategists, researchers, and industry leaders will explore how sustainability becomes something customers understand and value, teams act on, and businesses are willing to support.

You’ll hear candid perspectives on what’s working, what isn’t, and what brands are learning as they navigate consumer motivation, communication, circularity, claims, culture, internal buy-in, and adoption.

Leave with new ways to understand what drives your customer, make a stronger case internally, communicate progress without overclaiming, and design sustainability strategies around how people actually make decisions.