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Communication about sustainability in fashion is complex. While fashion businesses have increasingly sought to manage their sustainability practices, their understanding of how to communicate about sustainability persuasively remains limited. The authors argue that a key problem with a firm’s efforts in communicating about sustainability is that it is a psychologically distant issue for both businesses and stakeholders. This paper aims to apply construal level theory to explore managers’ construal level in shaping communication about sustainability.

The paper used a two-phase qualitative methodology. Phase one involved undertaking interviews with ten managers in fashion firms to address communications about sustainability in the UK. In phase two, 16 consumers interpreted and reflected on the persuasiveness of communications about sustainability encompassing both concrete and abstract forms of messaging.

The authors identify the factors driving different approaches to communication (concrete and abstract) depending on the construal levels of managers, managers’ perceptions of the construal level of target stakeholders and the perceived authenticity of the sustainability claim. The paper highlights the conditions under which the (mis)match with the brands’ sustainable practices works in crafting communication. The authors also highlight three main communication strategies in responding to the complexity of sustainability in fashion ecosystems: amplification, quiet activist and populist coupling.

As an in-depth qualitative study, the authors seek to expose an under-researched phenomenon, yet generalisations both within the fashion industry and beyond are limited by this focus.

Fashion managers need to be flexible and evaluate how their communications about sustainability affect stakeholders’ evaluations of their brands. As sustainability in fashion brands grows, concrete and specific sustainability messaging may be necessary to improve sustainable behaviours.

The prevailing literature encourages symbiosis between sustainability practices and communications; such relationships are rare, and studies outside the consumer perspective are also rare. To the best of the authors’ knowledge, this exploratory study is the first to understand how managers’ construal level influences decisions around communications about sustainability in fashion and how these messages are perceived by consumers.

Research suggests that parentally bereaved children are likely to experience lower academic success and may need long-term support through tertiary education. Gender matters — boys bereaved of fathers and girls bereaved of mothers are at increased risk. Boys also exhibit higher levels of emotional and behavioural issues following bereavement. Age is another factor and exam results of children bereaved before the age of five or at twelve are significantly more affected than those bereaved at other ages. Circumstances affecting these achievements concern the relationship between the child’s emotional state and how it plays out in behaviour and motivation in school.

Significantly, Freddie Pargetter, the subject of the chapter, has a twin sister, Lily. The twins had just turned 12 when their father was killed. Comparing the twins’ General Certificate of Education (GCSE) results fits the research patterns — Lily managed well and Freddie did not. Freddie recognises that the academic environment of Felpersham Cathedral School did not support him well and chooses Borchester FE College to continue his studies. This choice raises controversy in the family, indicative of well-rehearsed, real-world educational arguments. Social media responses to other Archers plot lines reveal the extent of how educational issues in the programme resonate with listeners.