In an era where there is a growing global focus on sustainability, consumers are valuing responsibly produced clothing and transparency in brands’ use of natural fibres, a Cotton USA survey has revealed.
The research, which was commissioned by Cotton Council International and led by Harris Insights and Analytics, discovered that 86% of respondents globally consider sustainability and the impact their decisions have on the environment across numerous aspects of everyday life. The survey was answered by 7,365 people across the US, UK, India, Germany, Italy, Mexico and China with at least 1,000 interviews taking place in each country.
The environmental impact of the clothing industry is a key concern to the consumer, with 57% of people saying that they have considered the environment more over the past 12 months. Similarly, 61% of participants stated that they are ‘concerned’ about sustainability and environmental impacts when purchasing clothing. Meanwhile, nearly two thirds of people also stated that they would put more effort into finding clothing labelled as ‘environmentally-friendly.”
When asked to give the reasons why they are concerned about sustainability, 38% of consumers said that brands and retailers that are making a positive impact on the environment was of paramount importance. This was closely followed by taking a stand against those that do not treat their employees fairly (35%), or do not demonstrate sustainability practices as part of their manufacturing process (33%).
An overwhelming majority (83%) of consumers globally believe that cotton is safe for the environment, with US cotton seen to be an environmentally safe choice (69%). Furthermore, 100% of consumers associate cotton fibres, including US cotton, with sustainability; more so than other fabrics such as wool, silk, polyester, rayon or spandex.
When asked how they perceive US cotton, respondents considered it to be more sustainable (39%), responsibly produced (40%), and of a higher quality (43%) than cotton originating from other regions of the world. US cotton was found to be more of an eco-friendly choice than that produced in other markets (69%) by participants. In this case, the US was ranked higher than Australia (65%), India (64%), Africa (60%), China (56%), and Uzbekistan (53%).
Commenting on the results of the survey, Stephanie Thiers-Ratcliffe, director of European Brands at Retailers at Cotton USA, says: “It is imperative that global brands and retailers today establish and maintain a strong image of sustainability, and be transparent with consumers about the measures they are taking.
“One way for global brands and retailers to connect with consumers about sustainability may be to promote their use of natural fibres, such as US cotton – which, from our research, is evidently considered worldwide as an environmentally friendly option,” she continues. “By establishing and demonstrating a stronger alliance with cotton, brands and retailers can better build an invaluable, trusting relationship with their customers, based on what is truly important to them today.”
From the survey, it is clear that consumers value sustainability higher when buying their textile products and, as such, manufacturers and brands must continue to invest in order to cater to the demand.
