This Swedish Marketplace Hid Climate Facts in Replicas of Famous Clothing
We are buying more clothes than ever before, especially before Christmas and during the following sales. This Christmas, The Swedish circular marketplace Tradera wanted to reduce the purchasing of newly produced clothing. By outsmarting Google’s algorithms, they exposed internet shoppers to facts about the unsustainable fashion industry, while also offering climate friendly alternatives in the form of pre-owned clothing.
To urge consumers to choose sustainable Christmas gifts, Tradera hijacked Google during the most intensive period of Christmas shopping. Facts such as that 'the fashion industry is responsible for 8% of the global emissions' and '20% of the world’s water pollution' was visible in replicas of popular products when consumers Googled for things like 'white sneakers' or 'blue down vest'.
In this experiment, Tradera didn’t know in advance if their message would be visible or not on Google. Here’s an explanation of how they did the experiment: First they analysed which were the most popular and Googled fashion products during December 2019. Then they created 3D images which are replicas of the popular products, and hid some uncomfortable climate facts. The replicas also got tagged with the same search engine data as the popular products. By doing this, Tradera had a theory that Google would interpret their images as popular products and therefore be shown at the top of Google. And the theory turned out to be correct! After a couple of days, Tradera’s images was shown next to the products people searched for. When clicked, the images linked to their site, where the same products were available second-hand.
"Tradera have been pushing circular consumption for 20 years, but the topic has never been more relevant than today. In a time when new gadgets and clothes are becoming both cheaper and more accessible, our part in promoting a sustainable way of shopping is more important than ever. By using Google’s algorithm, we want to affect consumers when they are in the mood for shopping, and give them both an eye-opener and remind them about sustainable alternatives", says Chantal Olsson, brand manager at Tradera.
Genre: Fashion & Beauty , Storytelling