Addressing sustainability is key for brands, retailers and the future of fashion. The fashion industry significantly impacts climate change: according to research, it contributes 2-8% of global greenhouse gas emissions and about 10% of annual carbon emissions. While upstream processes like materials and production account for most emissions, consumer habits also play a major role.
While 62% of adults say sustainability in fashion is important, their habits often tell a different story. Economic pressures like inflation have also made it harder to shop sustainably, with 53% agreeing that sustainable fashion is too expensive and 67% prioritizing budget first, many are turning to fast-fastion to save money. To counter this trend, fashion brands must highlight not only the societal benefits of sustainability but also emphasize quality, durability, and long-term savings.
In addition to cleaning up the supply chain, shifting toward circular business models is also essential. With consumers growing more interested in secondhand shopping, rentals, and repairs, brands have the chance to explore alternative revenue streams that are both profitable and sustainable. These changes can also boost long-term loyalty with consumers as they increasingly look to reduce the carbon footprint of their fashion choices.
This report looks at the following areas:
- The importance of sustainability when purchasing fashion items
- Consumers’ knowledge of sustainability initiatives in fashion and sources of information
- Consumers’ attitudes toward sustainability in fashion
- Consumption habits, including frequency of fashion purchase, fast fashion habits and other behaviors
- The most important features for a fashion brand/retailer to be sustainable
- Interest and participation in secondhand shopping and other circular initiatives
As climate change accelerates the need for action, consumers are balancing affordability with sustainability, pushing the fashion industry to evolve its practices.
Brittany Steiger, Principal Analyst – Retail & eCommerce
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market landscape
- The fashion industry is a significant contributor to waste, pollution, and carbon emissions
- Fast fashion is only accelerating the problem
- Consumers habits play a role in excess waste
- Innovation of new materials and processes is key to reducing Scope 3 emissions
- The secondhand market continues to grow
- Market context
- A soft landing is in view as inflation recedes
- Market drivers
- Consumers have a lot on their minds
- Graph 1: consumers’ issues of concern, ranked, 2024
- Tension between economic pressures and sustainability
- Annual inflation slightly rose in October
- Graph 2: headline CPI and core CPI, 2021-24
- The US expanded by 2.8% in Q3 2024
- Graph 3: quarterly real GDP growth, 2021-24
- Consumer sentiment rebounds after a number of months on the slide
- Graph 4: consumer sentiment index, 2022-24
- Unemployment was unchanged in October, though job creation was at its weakest pace since 2020 due to strikes and climate events
- Graph 5: unemployment rate, 2019-24
- Rising temperatures and increasingly severe weather events are reshaping the global climate
- Extreme weather amplifies climate concerns
- Graph 6: concerns about climate change, any rank, April 2022-October 2024
- New and proposed regulation is driving transformative changes within the fashion industry
- What a Trump presidency means for fashion sustainability in the US
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CONSUMER INSIGHTS
- Consumer fast facts
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ATTITUDES AND AWARENESS TOWARD SUSTAINABILITY IN FASHION
- Importance of sustainability in fashion
- Consumers care about sustainability in fashion…
- Graph 7: importance of sustainability in fashion – any importance, by generation, 2024
- …but it isn’t their top priority
- Graph 8: important factors when shopping for clothing/fashion items, 2024
- Sustainability is an important secondary factor
- Graph 9: important factors when shopping for clothing/fashion items – ranked, 2024
- Importance is rising among younger generations
- Graph 10: importance of sustainability in fashion, by generation, 2024
- Gen Z and Millennials more likely to consider sustainability when shopping
- Graph 11: important factors when shopping for clothing/fashion items, by generation, 2024
- Fashion brands and retailers can help consumers prioritize sustainability
- Engage multicultural consumers with environmental responsibility
- Graph 12: importance of sustainability in fashion, by race and Hispanic origin, 2024
- Sustainability versus value
- Consumers need to see the value associated with sustainability
- Sustainability has taken a back seat to budget
- Graph 13: attitudes toward sustainability and value, 2024
- Sustainability should complement, rather than replace, the demand for value
- Sustainable fashion is expensive
- Not all consumers are willing to pay more
- Graph 14: willingness to pay more for sustainability, by sustainability importance, 2024
- Younger generations are more willing to invest in sustainability
- Graph 15: attitudes toward sustainability and value, by generation, 2024
- Promotions and discounts will encourage women to adopt more environmentally friendly fashion choices
- Graph 16: attitudes toward sustainability and budget and willingness to pay more for sustainability, by gender, 2024
- Rothy’s rewards ties promotions with sustainable behaviors
- Knowledge and awareness of sustainability efforts
- Consumers aren’t always in-the-know about sustainability efforts, but awareness is building
- Graph 17: knowledge of brands’ sustainability efforts, by generation, 2024
- Sustainability practices aren’t something all consumers think about
- Graph 18: reasons why consumers aren’t familar with brands’ sustainability efforts and initiatives, 2024
- Consumers will only invest so much time into sustainability research
- Graph 19: time consumers are willing to spend learning about sustainability initiatives, 2024
- Reformation makes it easy for consumers to access sustainability reporting
- Sources of information and knowledge
- Social media is the leading source of information…
- Graph 20: sources of information and knowledge on sustainability in fashion, 2024
- …but resources can also be varied
- Infotainment raising awareness of fashion’s sustainability challenges
- Gen Z and Millennials drive narratives on social media
- Graph 21: sources of information, by generation, 2024
- Brands must be mindful of criticism on social media
- Environmentally focused organizations rally consumers around sustainability
- Types of information consumers want from brands
- Consumers want to know what items are made of and how to care for them
- Graph 22: types of information consumers want from brands, 2024
- Promoting sustainable products and use
- Outerknown, Patagonia demonstrate how to communicate with consumers about materials and product care
- Young adults want brands to dig deeper into the details
- Graph 23: types of information consumers want from brands, by generation, 2024
- Technology has enabled a new era of traceability standards
- Brands and retailers must educate consumers about returns
- Graph 24: “I’m not sure what happens to items when I return them”, 2024
- Attitudes toward sustainability in fashion
- Consumers place the responsibility of sustainability on brands and companies
- Graph 25: attitudes toward sustainability in fashion, by interest in sustainability, 2024
- Fashion brands and retailers must lead the way on sustainability
- Greenwashing is a source of sustainability apathy
- Gen Z and Millennials are changing their own behaviors
- Graph 26: select attitudes toward sustainability in fashion, by generation, 2024
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CONSUMPTION BEHAVIORS AND SHOPPING PREFERENCES
- Shopping frequency and consumption habits
- Consumption patterns are high in apparel
- Graph 27: shopping frequency for clothing, by sustainability importance, 2024
- Young adults are driving overconsumption
- Graph 28: clothing shopping frequency, by generation, 2024
- Urban Outfitters, Miu Miu promote upcycling to offer fresh collections with vintage appeal
- Where consumers shop for fashion items
- Consumers prefer to shop from environmentally friendly retailers
- Graph 29: attitudes toward environmentally friendly shopping options, by generation, 2024
- Sustainability initiatives could attract consumers to specialty retailers
- Graph 30: clothing retailers shopped, by impact of sustainability initiatives on chosen retailer, 2024
- The verdict is still out on whether online or in-store shopping is more environmentally friendly
- Graph 31: attitudes toward shopping method and sustainability, 2024
- Sustainability concerns aren’t enough to deter consumers from fast fashion
- Graph 32: attitudes toward fast fashion retailers and brands, by importance of sustainability in fashion, 2024
- Gen Z and Millennials send mixed messages on fast fashion
- Graph 33: attitudes toward fast fashion brands, by generation, 2024
- Size inclusivity is an opportunity and a challenge for sustainable fashion
- Interest in circular shopping options
- Consumers embrace alternative ownership
- Graph 34: experience with circular shopping, 2023
- Consumers are increasingly open to buying pre-owned fashion
- Graph 35: openness to shop pre-owned clothing, by generation, 2024
- Consumers are willing to buy most categories secondhand
- Graph 36: secondhand clothing and fashion purcahses, 2024
- Opportunity to engage consumers as both buyers and sellers
- Consumers are still concerned about the authenticity and quality of items purchased secondhand
- Graph 37: barriers to buying secondhand fashion, by generation, 2024
- Repair options give clothing items a second life
- Graph 38: barriers to buying secondhand fashion, by generation, 2024
- Rental services continue to evolve
- What consumers want from fashion brand and retailers
- Sustainability efforts can shape a consumer’s choice of brand or retailer
- Graph 39: appealing sustainability initatives, 2024
- Sustainability initiatives that provide value provide the biggest competitive advantage
- Trade-in programs are a great way to reward consumers for recycling
- Gen Z and Millennials are more likely to be invested in sustainable shopping options
- Graph 40: appealing sustainability initiatives, 2024
- Fashion brands generate excitement behind innovation in sustainable materials
- Consumers can be reluctant to seek out new brands
- Graph 41: attitudes toward sustainable fashion brands, 2024
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INNOVATION AND MARKETING TRENDS
- Coachtopia leads the way on upcycling
- Eileen Fisher shows how brands can take a stance on overconsumption
- Trashie “TakeBack Bag” helps brands implement recycling rewards
- Opportunities
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APPENDIX
- Consumer research questions
- Consumer research questions (cont’d)
- Consumer research methodology
- Abbreviations and terms
- Generations
- Market landscape
- Market performance of clothing & accessories
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