What makes us buy things we do not actually want? Why does skipping a microtrend feel like missing out? And how is it that even conscious consumers still get pulled into fast fashion? In this episode of the RE Podcast, we speak with Anke Vermeer, a consumer psychologist specializing in fashion. She studies the psychological mechanisms behind buying behavior and explains how major fashion brands are able to exploit our weak spots so effectively. At the same time, she shows how consumers can become more aware of those triggers, and more resilient to them.

“If we want people to buy differently, we can’t only ask for sacrifice, we have to make the better choice feel attractive, accessible, and rewarding.”- Anke Vermeer, De Modepsycholoog @ReTheAgency