Companies don’t receive enough push from consumers, government & NGO’s to implement sustainable strategies. Transportation is all fully electric and energy sources are green. Companies are able to make large revenues, which is spent on R&D. The general attitude in the industry is ‘Profit over sustainability’, expressed by the high financial motivation for technology rather than eco-innovation. Collaborative consumption did not root in society, so fast fashion stayed mostly as it is now. E-commerce is a dominant pattern of consumption. Every transaction for goods and services happens online without any physical currency. Smart clothing finds its application in medical, sport and daily fashion. Within society, negative associations towards secondhand clothing are prevalent. The wealthy part of society consumes most of their clothes, which is recycled and sold to lower classes of society.
Entertainment through sports becomes the main driver of public interests, as technology elevates humans above their physical limits. The competitiveness is intensive. For America, developments lead to the implementation of healthy eating habits. Automated cars are the main mean of transport. In the fashion industry, working
conditions have improved, but not yet for the upcoming industry of smart clothing. Big tech companies

increase their reach and influence on politics and societal development.