Earth Logic vs Growth Logic

The Earth Logic vs Growth Logic Plan framework is built on a non-negotiable shift away from the current economic model toward one that prioritizes planetary health.

Paradigmatic Shift

The plan's starting point is a paradigmatic shift from Growth Logic to Earth Logic. The authors fundamentally reject the dominant notion that economic prosperity and endless material growth can coexist with ecological stability. They argue that the fashion system's relentless pursuit of quarter-to-quarter growth is the core driver of the environmental crisis.

• Critique of Current Strategies: The authors argue that most existing sustainability efforts, such as the Circular Economy, are severely limited because they are still situated within the logic of growth economics. These strategies are deemed insufficient because they offer only optimization, not transformation. The Circular Economy, by optimizing the circulation of materials, risks merely circulating and maintaining the very norms, power structures, and over-consumption mindsets detrimental to the Earth. It does not challenge the massive, unsustainable volume of materials required, making it insufficient for the necessary factor of change (Factor 4 to Factor 20).
• The Earth First Principle: Earth Logic demands putting the health and survival of Earth before industry, business, and economic growth. This means that environmental boundaries must define and constrain industrial ambition, rather than allowing commercial ambition to dictate environmental limits.

Structure of the Action Research Plan

In terms of structure, the Earth Logic Action Research Plan is organized into three distinct parts designed to move research from philosophical intention to practical implementation.

Part I: Values-Explicit Context

This section establishes the ethical foundation and core values that must underpin all research and action under the Earth Logic banner. These values serve as a moral and evaluative framework to ensure research remains radically transformative and centered on planetary care.

• Core Values include:
  • Multiple Centres: Recognizing and valuing the needs and perspectives of non-human species, non-Western cultures, and diverse communities, not just the human, worldwide consumer.
  • Interdependency: Understanding that all parts of the social and ecological system are connected.
  • Diverse Ways of Knowing: Integrating indigenous, local, and embodied knowledge alongside scientific data.
  • Care of World & Care of Self: Stressing that Earth's health and human well-being are inseparable.

Part II: Earth Logic Research Implications

This section acts as an acute checklist for researchers and practitioners. It provides guiding points for consideration to keep action research focused on systemic, radical change. It also addresses the emotional and political difficulties inherent in challenging the dominant Growth Logic paradigm. Offering practical advice for navigating resistance and maintaining momentum.

Earth Logic–Grow out of Growth & Consumer-Facing Transparency | Kate Fletcher & Mathilda Tham | CFS+

Part III: Six Holistic Earth Logic Landscapes

This section outlines six key areas for the comprehensive, whole-system transformation of the fashion sector. These are systemic focal points where fundamental change must occur.

1 LESS: Grow out of growth

This is the non-negotiable foundation. It focuses on the imperative of living with fewer fashion goods and materials. The authors explicitly state that because no technological or recycling solution can handle the current volume of resource extraction, "The only solution is less stuff. There are no other options." Research here focuses on cultures of sufficiency, minimalism, and anti-consumption.

2 LOCAL: Scaling, re-centring

This landscape calls for a radical reorganization of power and production. It involves shifting control away from centralized global brands and establishing localized, place-specific fashion economies. Here, environmental and community priorities dictate industrial ambition, ensuring production respects local ecosystems, resources, and social needs rather than worldwide market demands.

3 PLURAL: New centres for fashion

This aims to decolonize the fashion system by shifting the focus away from the Western, consumerist, and often patriarchal ideal of what fashion is. It explores what fashion can be from diverse and currently marginalized viewpoints. Including feminist, indigenous, craft-based, and nature-based perspectives, validating all forms of clothing creation and meaning.

4 LEARNING: New knowledge, skills, mindsets for fashion

This focuses on cultivating the intellectual and practical capital needed for an Earth-First future. This includes learning essential practical skills, such as care, mending, and customization. Unlearning the damaging consumption habits of the past. Aquiring deep ecological literacy, understanding local ecosystems and material lifecycles.

5 LANGUAGE: New communication for fashion

This addresses how change is communicated. It calls for using new communication methods, such as non-verbal and non-visual. Also activist knowledge sharing to advance rapid, urgent change. The goal is to articulate the Earth Logic response in ways that motivate action and bypass the greenwashing inherent in current marketing language.

6 GOVERNANCE: New ways of organising fashion

This involves reformulating the industry's entire operating structure. It moves away from governance systems focused on maximizing economic growth and profit toward models centered on care, maintenance, and sufficiency. This Earth Logic vs Growth Logic landscape suggests new organizational forms that ensure governance explicitly serves Earth and its inhabitants first.

Credit: This article's discussion on systemic change in fashion was inspired by the work and knowledge shared by Dr. LeeAnn Teal Rutkovsky.