In recent data obtained in different studies from McKinsey, Google, Statista, and Lyst, the demand for sustainable clothing continues to increase. This trend only grew from 2020 to the present as more consumers shopped online and had the ability to find clothing that was sustainably made.
This trend is not just in the USA, but also around the world. In a survey completed by Genomatica in 2021, it was reported that 86% of the 2000 teens and adults surveyed reported that sustainability is good, and 3 out of 4 had heard of the different ways the fashion industry is trying to address sustainability.
In the same survey, 42% of respondents were not sure what made a particular item sustainable, and 48% did not know where to buy sustainable clothing lines. However, if there was a sustainable clothing line or store, 34% indicated they would do all their shopping at that retailer. Consumers need retailers to help them find good quality sustainable clothing and to make it easy to purchase.
What Consumers Need
The desire for consumers to have the ability to buy good quality sustainable clothing is already there. As a consumer, the biggest hurdle is identifying the brands that are sustainable and then locating retailers handling those brands within their local community or through online sales.
Consumers see the value in protecting the environment and reducing the carbon footprint of the fashion industry as a whole. By making a conscious choice to purchase good quality sustainable clothing, consumers can and will shift the fashion industry and make a permanent change in the use of sustainable plants, processes, manufacturing, packaging, and retailing choices.
Adobe Outside makes it easy to find quality sustainable clothing online or at retailers throughout Minnesota and Wisconsin. For more information, drop us a line.