Source: Vogue
Summary
A recent survey reveals how consumers consider sustainability when making purchasing decisions. According to the survey, 75% of shoppers consider the environmental impact of their purchases, while 60% prioritize sustainable materials. However, only 12% of respondents trust fashion brands’ sustainability claims. The survey also found that social media influencers and celebrities have a significant impact on consumers’ purchasing decisions, with 40% of respondents saying they trust recommendations from influencers.
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The trend returns with a new name.
Sustainability is the new “it” factor in fashion, but consumers are not easily swayed. They want transparency, accountability, and authenticity from brands. The fact that only 12% of respondents trust fashion brands’ sustainability claims is a wake-up call for the industry. Influencers and celebrities may have the power to shape consumer decisions, but real change will come from brands taking concrete actions towards sustainability. The consumers are watching, and they will not be fooled by greenwashing.
Author: Evan Null
