Consumers consider fabric a determinate of sustainability, and they look for clothing made from natural fibers such as cotton. While only 25% of global consumers are aware of environmental issues surrounding synthetic fiber production and use, an increasing amount of media attention is bringing these to light. Consumers do have significant opinions on which fibers are safe for the environment, as fewer than 10% believe man-made fibers such as rayon, nylon, and polyester are sustainably produced.
KEY INSIGHTS
- Brands can capitalize on consumer perceptions of natural fibers by emphasizing their quality, durability, and sustainability.
- Cotton and other natural fibers are clear-cut winners in consumer perceptions of sustainability.
- Brands have an opportunity to build on emerging awareness of environmental concerns over synthetic fibers such as microfiber waste to promote more sustainable fiber options.
Consumers consider fabric a determinate of sustainability, and they look for clothing made from natural fibers such as cotton. While only 25% of global consumers are aware of environmental issues surrounding synthetic fiber production and use, an increasing amount of media attention is bringing these to light. Consumers do have significant opinions on which fibers are safe for the environment, as fewer than 10% believe man-made fibers such as rayon, nylon, and polyester are sustainably produced.
