Yes, consumers are ready to pay for sustainability!

by Apparel Resources News-Desk

12-July-2019  |  3 mins read

Cotton USA
Image Courtesy:

Often the industry argues whether the customers pay for sustainability?

Yes, a global survey of Cotton US confirms so. It says that 86 per cent of the people globally are considering sustainability and the impact their decisions have on the environment across various parts of day-to-day life.

This is a growing concern, as 57 per cent of people also say that they have thought more about sustainability over the past year.

The survey included a total of 7,365 interviews that were conducted in major markets like US, UK, India, Germany, Italy, Mexico and China. It is noteworthy that at least 1,000 interviews were done in each country.

61 per cent of those surveyed say that they are concerned about sustainability and environmental impacts when purchasing clothing. As part of this, nearly two-thirds of people also said they would put a lot of effort into finding clothing labelled as “environmentally-friendly.”

Now, why they are concerned about sustainability! 38 per cent of consumers said that supporting brands and retailers that are making a conscious positive impact on the environment was paramount. This was followed by taking a stand against those that do not treat their employees fairly (35 per cent) or do not demonstrate sustainability practices as a part of their manufacturing process (33 per cent).

It is interesting to know that despite the fact that the demand of Man-Made Fibres (MMF)-based garment is growing globally, 83 per cent consumers around the world believed cotton is safe for the environment.

When asked how they perceive US cotton, consumers considered it to be more sustainable (39 per cent), responsibly-produced (40 per cent) and of higher quality (43 per cent) than cotton grown in other parts of the world.

US cotton is considered a more environment-friendly choice than that developed in other markets (69 per cent). This includes cotton from Australia (65 per cent), India (64 per cent), Africa (60 per cent), China (56 per cent) or Uzbek (53 per cent).

“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 environment-friendly option. 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.” Stephanie Thiers-Ratcliffe, Director of European Brands at Retailers at COTTON US.

Share This Article