Over 33% of consumers switch to fashion brands publicly standing for environmental change

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2019, 9:38 AM UTC

Consumers are looking for quality products that last long and are versatile.

A report by Global Fashion Agenda, Sustainable Apparel Coalition and Boston Consulting Group evaluated the fashion industry’s sustainability goals and the implementation efforts through ‘Pulse Index’, a scoring system. The overall score of the fashion industry decreased to only 4 points in 2018, compared to 6 points in 2017.  

More than 33% of consumers have switched to brands that have taken a “public stance on environmental change”. 50% of consumers plan to shift their support to environmentally-friendly fashion brands in the future. The findings also state that 75% of customers consider sustainable fashion as “very or extremely important”.

The article quotes Mark Walker, CEO at Outerknown who notes that consumers are growing aware about eco-consciousness. He added that consumers are moving away from fast fashion towards quality products that are long lasting and versatile. 

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