This essay centralizes the concept confusion within fashion communication regarding sustainable consumption. The essay is a manifestation of my research that introduces confusion, defines where it occurs and who benefits from this confusion with the aim to soften consumer guilt. The confusion is mapped through a mix of theory, popular texts and visualisations. The essay uses the method of questioning in order to engage and activate the reader. The confusion unfolds itself in four chapters: ourselves, the social political system, the zeitgeist and the fashion industry. This essay introduces confusion as an essential aspect in the sustainability discourse as it counteracts the sustainable development in western neoliberal capitalism.
Thanks to Aurélie van de Peer for guiding me in wrinting Consuming Confusion: The complexity of sustainable consumption