- Voices of the Ocean
From Trends to Timeless Choices: Embracing Sustainable Living
Why we’re buying more — And why it matters
As children, we go through countless items such as clothes, pencil cases, water bottles, phones and more. We grow out of our clothes and our phases, making the pace of change incredibly fast. As we get older, the rise of microtrends and the convenience of online shopping makes buying new items easier than ever.
Globally, on average each person wastes 1.7kg of garments post-production. Even though a report in 2021 has shown that eco-efficiency has improved, its output has doubled this century. This cycle of rapid consumption satisfies our short-term desires but carries long-term consequences, impacting the economy, the environment including our Ocean as well as affecting our own sense of satisfaction.
But there’s good news: small changes in our buying habits can significantly reduce waste and protect marine ecosystems. By embracing mindful consumption, we can care for our planet while still enjoying the items we love.
Memories in the things we own
In my view, the items I own tell a story of different stages in my life. For example, when I was a teenager, I had a large pink thermal water bottle that accompanied me to every training session, competition, whether it was football, basketball or swimming and even trips. It wasn’t just a bottle—but it reflected that time in my life. Like that bottle, I have always tried to use my belongings to their maximum.
But in recent years, I’ve noticed how it has become easier to replace items instead of cherishing what we already have. This throwaway mindset has an environmental cost. Every year, over 8 million tonnes of plastic waste enter our Ocean, much of it linked to single-use items and unsustainable consumption patterns.
When trends inspire change
In 2019, the VSCO girl trend became a cultural moment—characterised by oversized T-shirts, scrunchies and the hydroflask. While some saw this as a fleeting fashion statement, it introduced many young people to eco-friendly habits. The phrase ‘Save the Turtles’ became popular, encouraging the use of metal straws and reusable bottles.
Since then, I’ve continued to carry my reusable bottle everywhere—not just for the environment, but because it’s become a meaningful habit that I know makes a difference. I’ve also introduced the use of metal straws for my family which we still use to this day.
Incentives have also encouraged sustainable behaviour. Many coffee shops now offer discounts for bringing your own cup—a simple yet effective way to promote eco-conscious choices. By switching to reusable cups, it can reduce carbon emissions threefold, demonstrating how a small action can have a big difference.
The power of role models
For some, sustainable habits are inspired not by trends but by values. My mum, for example, has always brought her own containers to the local markets in Bangkok, where plastic bags and foam boxes are the norm. Although unconventional, all the shop owners did not have a huge reaction and simply used the box as normal, showing their appreciation through a smile. Her quiet commitment to sustainability and her ability to act outside the norm without making it seem like a burden has shaped my own mindset.
Because of her influence, I’ve adopted many small habits that I do without even thinking, such as:
- Collecting parcel packaging to reuse, which has been very useful for selling things on Vinted
- Collecting wrapping paper and ribbons from presents (although I used to tear them up to shreds as a child)
- Bringing a reusable cup to a coffee shop, even when I’m using another promotion that doesn’t give an extra discount for it
- Collecting plastic bottles for recycling, especially in places where recycling bins are uncommon
- Using delivery apps that tackle food waste such as Too Good To Go (I’m on my 9th bag and I will be getting a discount for my 10th! )
- I try to repair my clothes as much as I can but if I’m unable to or don’t have the tools, I just ask around and most of the time there is someone who is happy to help. A clothing longevity research from 2013 states that repairing clothes can extend its lifespan by 1.3 years
Sometimes, all it takes is one person leading by example. My mum’s actions have shaped my approach to sustainability and shown me that small steps can create lasting change.
My sustainable journey
I now shop mostly from markets and charity stores, where I enjoy finding unique pre-owned pieces while reducing my environmental footprint. From my experience of moving cities frequently, embracing minimalism helped me focus on owning less but choosing better. My rule of thumb is to only buy a piece if I know that it will become a staple and that I’ll still like it in a few years’ time.
At university, I joined the Climate Action Team at the University of Bath, where I helped promote sustainable initiatives amongst students. I also joined the Sustainable Fashion Society, which aligns with my interest in slow fashion and reducing waste.
Protecting our Ocean, one choice at a time
Our choices as consumers ripple outwards. The products we buy, how long we keep them, and the waste we create all impact our environment—especially our Ocean. By embracing mindful habits like reusing items, supporting sustainable brands and making thoughtful purchases, we can reduce plastic pollution and contribute to healthier ecosystems.
Whether inspired by trends, incentives or role models, every step toward sustainability matters.
As my mum’s example has taught me, small changes can leave a lasting impact—one refillable bottle, reusable bag or packed lunch at a time.
Thank you for raising your voice for the Ocean, Ferra!
Connect with Ferra via LinkedIn. Learn about how to submit your own Wavemaker Story here.
