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How Real Are Sustainability Concerns?

How Real Are Sustainability Concerns?

Posted on October 28, 2021

Global consumers are thinking about the environment, as 86% say sustainability concerns are very real and require a change in our behaviors. In this 3-part Supply Chain Insights series from Cotton Incorporated, read how consumers translate their concerns into action, from buying organic food to seeking out sustainable clothing made of natural fibers. Read the first two topics now and stay tuned for the third, Sustainable Clothing.

Sustainability & Concerned Consumers

Key Insights:

1. Environmental change is a concern for consumers worldwide, highlighting the need for brands to address the environmental impact of their products.

2. While comfort, price, and ﬁt remain primary purchase drivers, consumers are motivated to take sustainable actions, including when purchasing clothing.

3. Brands can speak to consumers’ concern for sustainability by marketing clothing made from natural ﬁbers and highlighting its low impact on the environment.

Access this full report from Cotton Incorporated’s Lifestyle Monitor™ research >>

Addressing Sustainability

Key Insights:

1. Consumers regularly engage in sustainable practices that are convenient and well-publicized, including their purchase behavior. Brands who can clearly signal their products’ sustainability can connect with consumer desire to act on their concern for the environment.

2. Marketers may promote cotton products in line with consumer motivations to protect future generations, act responsibly, and lead a balanced lifestyle.

3. Consumers recognize fabric as a component of clothing sustainability, perceiving natural ﬁbers such as cotton and wool as safer for the environment than manmade ﬁbers.

Access this full report from Cotton Incorporated’s Lifestyle Monitor™ research >>