Perhaps one of the most beneficial aspects of social media is how information can be disseminated about a certain person, place, or thing in the matter of seconds. This can quickly become a company’s PR crisis, however, when they are exposed for their wrongdoings. Amazon, Nike, Zara, H&M and Victoria’s Secret are among just a short list of popular fast fashion brands that have been called out for not being environmentally sustainable. The Mission Brand Alliance (MBA) was created in April 2020 as a response to unethical retail brands, when online shopping due to coronavirus lockdowns was at an all-time high. The MBA is a collaboration of 30 competing sustainability-focused businesses whose focus is to raise awareness of climate change and social injustice that is catalyzed by the fast fashion industry. While consumers usually have a few sustainable brands they support, they tend to default to big businesses for their basic essentials. MBA functions as one single place a customer can visit to avoid having to independently research eco-friendly companies for individual products– when you visit MBA’s website, you are met with a long list of different companies. With consumer-to-brand loyalty and the cheap prices of fast fashion brands, one could only question the effectiveness of MBA. However, as 60% of shoppers make active efforts to choose sustainable brands, only time will tell.