Can stores teach sustainability to children? A new ISEM study explores how

Three researchers -RocíoElízaga and Teresa Sádaba from ISEM Fashion Business School (University of Navarra), together with Bethan Alexander from the London College of Fashion (University of the Arts)- have just published a pioneering study that connects the world of children's retail with sustainability education. The article, published in Management Decision, investigates how the so-called third places (in-store spaces that go beyond shopping) can be key to raising awareness among young people about the environmental impact of fashion.

The study starts from a premise as simple as it is powerful: childhood is a key stage for sowing sustainable habits. But how to transform a walk through a clothing store into an educational experience without making it feel like a school class? The authors propose an innovative model that answers this question, combining behavioral theory with retail design strategies.

Through focus groups with children aged 10-16, the team discovered a generation concerned about the planet but caught between talk and action. The article offers insights into how brands can bridge the gap between the two worlds from their own points of sale.

A must-read for those who believe that the future of sustainability is also played out in stores... and in the imagination of children.

📘 The full article can be read here.