This episode explores the concept of sustainable branding through the lens of the Bravo Tech textile factory case, where Turkish workers were left unpaid after the factory owner disappeared, impacting brands like Zara. We discuss how consumer pressure, amplified by social media, rallied around the workers, demanding that the brands take responsibility. The campaign led to the creation of a fund to partially compensate the workers, highlighting the power of collective action in holding companies accountable. Through this case, we examine the influence of global supply chains, ethical sourcing, and the role consumers play in pushing the fast fashion industry toward more sustainable practices.

This podcast is based on the following article:

Ozturkcan, S. (2022). Sustainable branding in global fast-fashion: Consumers' and distant supply chain stakeholders' solidarity via social media. In J. Bhattacharyya, M. S. Balaji, Y. Jiang, J. Azer, & C. Hewege (Eds.), Dealing with socially responsible consumers: Studies in marketing (pp. 299-314). Palgrave Macmillan. https://doi.org/10.1007/978-981-19-4457-4_17