Consumers want increased sustainability from brands

Shoppers want to see brands make a greater commitment to sustainability, according to Fashion Revolution’s latest consumer survey report.

As Drapers Online explains, three quarters of consumers believe that brands should be taking a more vested interest in the lives of the women making their clothing. 

Last year, Fashion Revolution’s consumer report surveyed 5,000 consumers between the ages of 16 and 75 from five European countries (Germany, France, Italy, Spain and the UK). The survey is part of the European Commission-funded Trade Fair, Live Fair project.

The annual survey, which was first published in 2018, has consistently found that consumers are growing increasingly concerned about social and environmental issues within the fashion industry.

According to the 2020 report’s findings, 69% of those questioned were keen to find out more about how their clothes were made. That is a 10% increase compared to 2018’s findings. The research shows that consumers are keen for greater brand transparency so they can make more informed decisions about the clothing they buy.

But it’s not just up to the brands themselves – governments also have a role to play. Seven in ten respondents said they believed it was the responsibility of governments to ensure greater sustainability in the manufacture of clothing. Meanwhile, 71% agreed that governments should make it easier for consumers to buy sustainably-made clothing.

Almost half (45%) said that it was vital that the clothing they bought was not produced using child labour. Additionally, one third (33%) of those questioned said it was important to buy clothing made by people who are paid a fair living wage. Among respondents from the UK, that figure rose to 43%.

Most of those surveyed felt it is important that fashion brands have ethical and sustainability certifications – 72% and 80% respectively. Consumers are also keen to see information about an item’s environmental impact (78%) and the wages and working conditions for people along the supply chain (70%).

At The Delta Group, we are committed to making a positive contribution to the environment and society. As well as constantly working to improve our own sustainability credentials, we advise our clients on how to embed sustainable practices into their own communications.

To find out more about how we can help your business take a more sustainable approach to communications and make positive changes to help protect the world around us, get in touch with the team at The Delta Group. Drop us a line at hello@thedeltagroup.co.uk, we’d love to hear from you.