20 Jul

5 Stages of Grief: Breaking Up with an Unethical Brand

Choosing to spend your money on ethical brands may sound simple enough – you find companies that benefit people and the planet, and shop there instead. The real challenge often lies in giving up the brands that fail to meet your values.

Going through a break-up with an unethical brand is hard, but the Good On You community is here to hold your hand through the process! Here’s what to expect when you say “sayonara” to a label you once loved.

Stage 1: Denial

During this initial stage, you may convince yourself you never read that exposé on how Brand BFF’s production process involves child labor and unfair wages. “BBFF wouldn’t do that, would they? They couldn’t! It’s a conspiracy!”

Stage 2: Anger

Once the truth about your Brand BFF sinks in, so does the anger. You’re angry at the label for not doing a better job, angry that you feel morally obliged to make a change, angry that, well, you can’t buy that floral skirt you’ve been eyeing…because guess what? It’s by Brand BFF.

Stage 3: Bargaining

When the anger settles, you try to compromise. “Maybe if I just spent less time with Brand BFF, you know, change to a more casual relationship? BBFF probably isn’t all that awful anyway. What’s a little pollution now and then?” This is the point where you need to lock up the credit cards and give someone else the key. Stay strong, ethical warrior!

Stage 4: Depression

This is the phase where you know it’s over between you and Brand BFF, but you can’t picture your life without them. You may feel lost. Who could ever fill that future hole in your wardrobe when BBFF’s clothes finally wear out? “Those jeans always fit so perfectly. I’ll never find a brand like BBFF.”

Stage 5: Acceptance

Good riddance, Brand BFF. There are plenty of dresses on the rack, and you know that now. “I’ll find someone new, someone who understands my values and knows what I need in a label.” In time, you’ll find your new favorite jumper, from a carbon-neutral brand that donates to charity, and wonder why you ever thought you’d miss what’s-their-name.

Ready to move on? We have plenty of eligible brands ready to meet you in the Good On You app. Think of it as online dating for your wardrobe!

Editor's note: Feature image via Unsplash.

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