Most Canadians say they are aware of the significant environmental impacts of “fast fashion,” but low prices mean 74 per cent participate in the industry anyway, according to a survey commissioned by the organization Earth Day to highlight consumer ambivalence toward overconsumption. Every second, the equivalent of a garbage truck full of clothing is incinerated or sent to landfill, according to recent data from the United Nations Environment Programme (UNEP). In Quebec, the amount of clothing thrown in the trash and sent to landfills has more than doubled in ten years, reaching 344 tonnes in 2023. “Yet, the population hasn’t doubled,” points out Valérie Mallamo, director of Earth Day. This significant increase, according to RECYC-QUÉBEC’s waste management report, is the result of “the fast-fashion phenomenon.” Not so long ago, “we had seasonal fashion cycles, but now, within a single season, we can have multiple collections. This is what we call ‘fast fashion,’ which can also be described as ‘disposable fashion,’” explains Mallamo. She adds that, “Very low prices encourage people to buy more, so collections turn over very quickly,” and “we consume far more clothing,” but “we keep them for a shorter time because they’re also of lower quality.” The Ipsos survey shows that 81 per cent of Canadians acknowledge that they buy more clothes than they need, and 74 per cent admit to buying fast-fashion. Just under half — 49 per cent — say they try to avoid these types of purchases for environmental reasons. Despite this, 38 per cent of Canadians say they believe that at least half of their wardrobe consists of clothing produced by the fast fashion industry. Significant ecological footprint The ecological footprint of the fast fashion industry extends far beyond the landfills it fills, with the fashion industry responsible for nearly eight per cent of global greenhouse gas emissions. Globally, this industry consumes 79 trillion litres of water annually and is responsible for approximately 20 per cent of industrial water pollution due to textile processing and dyeing, according to a study published in the journal Nature in April 2020. ‘Make ends meet’ Despite their significant GHG emissions, excessive water consumption and the microplastics and chemicals released into various ecosystems, fast-fashion giants like Shein, Uniqlo, Zara and H&M are still profiting. “The global fast-fashion market is expected to reach half a trillion dollars this decade,” according to the Organization for Economic Cooperation and Development (OECD). “Many people say it’s a way to make ends meet,” said Allamo, while pointing out that alternatives do exist. Mallamo notes that price is a significant factor in buying clothing. All the same, the survey shows that Canadians would prefer not to support a polluting industry that exploits workers, and as such, “the secondhand market is becoming a very good alternative to consider.” “The popularity of platforms like ‘Marketplace’ demonstrates just how much interest there is in buying and selling used clothing — a market that has exploded over the past fifteen years,” she said. “Not only has it become socially acceptable, but it’s seen as a sensible move, both for your wallet and for the environment.” The Ipsos survey shows that 58 per cent of Canadians agree with the statement that “buying and selling secondhand clothing makes me feel like I’m part of a larger movement, not just making a personal choice.” This sentiment is felt most strongly (58 per cent) by Canadians with a household income of less than $40,000. Larger family, more fast fashion The Ipsos survey shows that fast fashion appears to be popular among larger families. For instance, 82 per cent of households with children agree with that the fast fashion industry is “the most affordable way to buy clothes,” compared to 71 per cent of households without children. Among households with children under 18, 57 per cent report that half or more of their clothing comes from fast fashion, compared to 34 per cent for households without children. More broadly, half of Canadians — 51 per cent — say the fast fashion industry meets a need by offering low-cost clothing that aligns with the latest trends. This report by The Canadian Press was first published in French on April 22, 2026.
