The fashion industry is currently facing a significant challenge in gaining consumer trust when it comes to sustainability. According to recent research conducted by audience insight company GWI, a staggering 22% of consumers do not trust brands to fulfill their environmental claims or pledges. This lack of trust poses a major obstacle for brands that are trying to position themselves as sustainable and eco-friendly.
In today’s marketplace, sustainability has become a key factor for consumers when making purchasing decisions. The research reveals that an astonishing 39% of consumers want to see brands using sustainably sourced materials, while 37% are focused on reducing carbon dioxide emissions and energy use. Additionally, 32% of consumers expect brands to be transparent about their product creation processes. Despite these demands, a significant portion of the population remains skeptical about brand claims. Out of the respondents, 64% reported having only a little trust in brands, while a mere 11% expressed a high level of trust, and only 3% indicated complete trust.
One of the main factors that dissuades consumers from buying from a brand is the presence of false sustainability and environmental claims, commonly known as greenwashing. For 40% of consumers, encountering greenwashing practices would be enough to discourage them from making a purchase. Furthermore, 39% of consumers would be discouraged by a poor environmental track record. This indicates that consumers are not only demanding sustainability from brands, but they are also actively seeking information about a brand’s environmental efforts and impact.
Consumer shopping habits also reflect a growing interest in sustainability. About one-third (33%) of consumers currently support small businesses while shopping, indicating a desire to prioritize sustainable practices. Additionally, some consumers have started seeking out greener products, such as sustainable clothing (20%) and organic food (16%). These choices demonstrate a shift towards more sustainable consumer behavior.
Contrary to popular belief, the research suggests that Generation Z, often referred to as the “green generation,” may not always exhibit the sustainability behaviors commonly associated with them. Surprisingly, the data shows that older generations are often leading by example in certain eco-activities. This highlights the importance of recognizing that sustainability concerns are not limited to any specific generation.
One significant barrier for consumers looking to adopt more eco-friendly lifestyles is the price of sustainable products. This barrier becomes even more pronounced during times of cost-of-living crisis. While consumers naturally tend to opt for ways to save money, this should not come at the expense of the planet. Brands have an opportunity to address this issue by finding ways to make sustainable choices more accessible and affordable for consumers.
In conclusion, it is imperative for the fashion industry to put in more effort to build trust with consumers regarding sustainability. Consumers are increasingly focused on environmentally friendly practices and demand transparency from brands. False sustainability claims and a poor environmental track record act as major deterrents. Brands can position themselves as leaders in sustainability by demonstrating genuine commitment to eco-friendly practices and finding ways to make sustainable choices more affordable. By doing so, brands have the opportunity to not only gain consumer trust but also contribute positively towards a more sustainable future.
Useful links:
1. The Business of Fashion: How can the fashion industry become more sustainable?
2. Vogue Business: The case for radical sustainability in the fashion industry
