#mindful-consumption

#mindful-consumption

Gen Z and younger millennials are generally drinking less than older generations and, when they do drink, are doing so more intentionally, prioritizing quality, flavor, and social context over quantity. That change is pushing bars and alcohol brands to design products for daytime moments, and reshaping how the industry defines a "drinking occasion."

I used to save my favorite clothes for a version of my life that never showed up. The blazer stayed in my closet because it felt "too professional" for a normal day. The heels were waiting for a dinner I'd yet to be invited to. The earrings were longing for an occasion that felt important enough to justify wearing them. Meanwhile, I wore the same outfits on repeat - to work, to run errands, to all the places where my actual life was happening.

Author Emma Edwards took a year off from buying clothes. Now, she has created a guide so you can do the same. Emma Edwards is a writer, content creator, podcaster and financial behaviour educator teaching the softer skills of money. She took a year off from buying clothes and created The Wardrobe Project. Here, in an extract from her new book, she explains how to conduct a wardrobe audit.

I've loved sustainable fashion since my early teens, always more interested in stealing my dad's band T-shirts than anything remotely designer. Originally, it was a money-driven choice, but when I turned 15 I became acutely aware of the fashion industry's damaging impact on the planet and the unethical labour conditions behind high-street brands. I decided that wasn't something I wanted to be complicit in. Charity shopping became my favourite weekend activity and cheap, mismatched clothes began pouring into my ready-to-explode wardrobe.

It took an audit of my spending last summer to get myself in check. During that time, I also decided to grow tomatoes in the garden of my shared flat. I was a novice gardener, but soon I became obsessed with caring for these plants. It was as if a switch had been flicked in my mind as if it had taken the idea of growing my own food to truly understand the value and timescale of food production.

The "Earned Grocery Effect" leads to mindful consumption, as each item feels heavier when carried home. This changed my perception of purchases and waste.

We've seen a 32% increase in non-alcoholic submissions to the Proof Awards compared to just two years ago. What's remarkable isn't just the quantity but the extraordinary quality and innovation we're witnessing in this category.

I want Milton and Goose kitchens to last through all the kids in a family. Then, they can be passed to friends or packed away for the next generation.