Demands for more environmentally sustainable practices and products increases amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 23, 2020, 9:29 AM UTC

Sustainability leaders worldwide believe that COVID-19 has had a positive impact on sustainability efforts.

A global study by the U.S. Cotton Trust Protocol found increased demand for environmentally sustainable practices and products among 54% of sustainability leaders at apparel and textile brands. 42% of brands said consumers are more vocal in their demands for sustainable products and practices.

However, 59% believe that consumers will continue to prioritise price when making purchases. While 43% believe that COVID-19 had a positive impact on investments in sustainability efforts since the pandemic began, 40% reported a negative impact.

26% of US respondents believe COVID-19 has positively impacted sustainability efforts at their companies, and 63% from European countries share similar sentiments. Of those polled, 25% of companies reported focusing sustainability efforts on manufacturing and sourcing new materials. Only 9% paused all sustainability initiatives.

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