Don't Jump! (Action Bias in Fashion)

Soccer goalkeepers save twice penalties when they stay in the centre. Yet, 95% of the time, they jump.

They're trapped in "Action Bias", preferring harm caused by action to the lesser harm caused by inaction.

And we show the same bias everywhere, including fashion.

We realize our wardrobe is not sustainable, and we jump to 'act' by throwing them away and shopping for sustainable ones.

And just like that, "Action Bias" takes over.

Maybe we can try the inaction this time. Maybe we can just stop shopping.