42% of South West residents admit they can’t find the time or can’t be bothered to donate to charity, according to new research released by the British Heart Foundation.
These surprising statistics show that a vast array of clothing choice at great prices has resulted in large quantities of clothing wastage, with 43% of South West residents admitting to buying up to three new items a month and over a quarter (26%) revealing they wouldn’t be caught dead in the same outfit twice.
The figures have been released today, 1st September, to mark the launch of the British Heart Foundation’s (BHF) Bag It Beat It campaign, encouraging consumers to donate to BHF shops throughout the month of September.
The money raised through donations will help around 640,000 people from the South West fighting a daily battle with heart and circulatory disease and will help stop the deaths of around 14,880 people.
Consumer Psychologist and Founder of Style Psychology, Kate Nightingale explained: “The social pressure of staying current, shopping as social activity, and natural changes in human identity lead people to purchase more clothing than they actually need.
“The limited risk, i.e. low price and high accessibility, make this common pass-time even more appealing to the reward centres of the brain.
“The BHF’s Bag It Beat It campaign offers not only more space in the wardrobe but allows for much needed catharsis and self-reflection in the process of clearing out.
“Top that with the psychological and social benefits of this sustainable and ethical activity and it should be a no brainer whether to get involved in Bag It Beat It or not.”
The survey also showed that the unlimited choice of high street and online shops has resulted in over 260 million pieces of new clothing items being purchased every month in the UK which equates to over 2 billion pieces of new items in the course of a year. Yet Brits still continue to buy something new to wear 5 times a month and estimate the total cost of their wardrobe to be worth approximately a whopping £2,500.
The rise of social media has resulted in more self-conscious consumers, with 12% of South West residents admitting that they don’t post images of themselves on social media wearing the same outfit twice.
Allison Swaine-Hughes, Retail Operations Director at the BHF, added: “These results show us how important it is to think ethically and sustainably when buying and disposing of excess clothes. Our annual campaign, Bag It Beat It takes place throughout the month of September and this year we are hoping to receive 1 million bags full of unwanted items.
“This campaign is a great way to encourage customers to donate any good quality items to BHF shops to help us to fund life saving research to beat coronary heart disease, the UK’s single biggest killer.”
The BHF’s Bag It Beat It campaign launches today, 1st September 2017 and runs through to 30th September.
Locals are encouraged to donate good quality unwanted items such as clothes, accessories, shoes, bags and more to BHF shops to reach a goal of 1 million donated bags this year which will continue to help fund life saving heart research. BHF also offer a free collection service making donating completely hassle-free.
For further information on Bag It Beat It, and to locate your nearest BHF shop visit bhf.org.uk/bagit. To arrange a free collection call 0800 915 3000 or visit bhf.org.uk/free to book your collection online.