Even though the last decade was promising demand for sustainable fashion, truly true sustainable options are lacking. We are accepting that public awareness of the blackberry industry and its environmental impact has grown.
The fashion industry has come under increased pressure from activists, and governments agree. Meanwhile, consumers reassessed their values to make sustainability more of a focus.
But today, the world is going through a severe cost of living crisis. Everything is more expensive and the pace of life is accelerating. Our food and energy costs are experiencing unprecedented price increases, along with the COVID-19 pandemic and political conflicts around the world, all of which have caused extreme financial pressures that are acutely felt around the planet.
Social and environmental conflicts demand sustainable options
Recessions are looming across much of the developed world, including the US and UK, while 71 million people have already been pushed into poverty. Salaries are not enough to maintain the basic needs and entertainment of a family.
Consequently, consumers globally are having to drastically change their spending habits and they know that sustainable options can make things go further, but the costs of sustainable products are still high, so buying disposable is the first practical option, but not the ideal one.
In the fashion segment, we all need clothing and footwear. How could fashion be sustainable? An industry whose consumption is considered luxury if we want to dress in fashion.
the cost of living crisis delves into What is a product? What sustainable options do I have within my reach?
We know that what is sustainable is what maintains a balance between cost and usability, it is something that will last longer in terms of quality. If sustainable options cost a little more but last a lot longer, then disposable shouldn’t be an option. But what if the sustainable options really aren’t?
Price takes precedence over sustainability as cost of living skyrockets. Today’s consumer data:
The majority of people (57%) still want the fashion industry to become more sustainable. We need truly sustainable clothing and footwear.
Some 61% say they are more concerned about price as the cost of living crisis continues to mount, even with those in high-income groups likely to accept the cost of sustainable brands; today they already compare with commercial options.
Additionally, more than half (55%) agree that sustainable fashion products are still too expensive, and those in higher income groups are more likely to agree.
39% say they would pay more for sustainable versions of the same fashion item.
While there is demand for more sustainability within fashion, retailers need to offer more accessibility to enable consumers to continue purchasing sustainable clothing options.
Prices of sustainable options can go down by lengthening the delivery time
An example of how retailers can enable consumers to support sustainable fashion without the monetary cost is by lengthening product delivery.
Research found that 41% say they would pay more for something greener understanding that online order delivery services can take a bit longer.
The majority (54%) would not mind slower deliveries, understandably given the business decision to reduce the number of truck/van trips (and reduce CO2 emissions).
It is promising to find that consumers express a willingness to delay product deliveries for the sake of sustainability, given that the expectation in recent years in online shopping for sustainable options is to meet speedy deliveries.
It is necessary to strengthen consumer confidence in the purchase decision regarding sustainable options
Not all green brands are responsible. Many fashion sustainability claims remain under scrutiny and many well-known ones are now under investigation for green washing. This has had an impact on consumer confidence.
The research confirmed that the majority of people (54%) say they do not trust the claims fashion brands make about their commitment to sustainability.
Consumer skepticism remains, and people want proof before buying sustainable fashion. Consumers need more clarity about which products are sustainable.
The study reveals that the majority of people (55%) say they find it confusing to know which clothing items are sustainable and many share that they cannot identify whether or not an item is sustainable.
The challenge for brands is that sustainability covers many complexes and issues, from how and where the consumer will understand how the raw materials are sourced, to the manufacturing processes and how garments are packaged and transported and why they really are sustainable choices.
Brands cannot and should not simply label goods as ‘sustainable’ without communicating and informing the consumer of each link in the chain. How can brands seek to be more clear in communicating which products in their catalogs are sustainable, and perhaps be more specific about which items they are, to help consumers identify them?
Consumers want the fashion industry to become more sustainable, and as they look to companies to do so, they’re also willing to take responsibility, if that’s relevant. options are accessible.
