Spotlight

Fashion and Sustainability

How Brands Can Address the Widening Gap Between Consumer Values and Actions

Report by Sky Canaves  | Nov 1, 2022
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Table of Contents
Executive Summary
Fashion’s Sustainability Dilemma: Eco-Friendly Can Be Expensive
The Sustainable Fashion Landscape Is Shifting Due to the Economy
How Fashion Brands Can Take Meaningful Action on Sustainability
Read Next
Sources
Media Gallery
About This Report
Amid economic uncertainty, brands and retailers need to reevaluate how they market sustainability to consumers who are more concerned about prices than the environment.
Topics
Apparel & Accessories
United States
Table of Contents
Executive Summary
Fashion’s Sustainability Dilemma: Eco-Friendly Can Be Expensive
The Sustainable Fashion Landscape Is Shifting Due to the Economy
How Fashion Brands Can Take Meaningful Action on Sustainability
Read Next
Sources
Media Gallery

Executive Summary

One of the fashion industry’s biggest challenges is reducing its impact on the environment, but that can be expensive for both the buyer and seller. A growing number of cost-conscious consumers may be unwilling to pay more for sustainable fashion amid inflation and cutbacks on discretionary spending.

Key Question: How are consumer demands and expectations around sustainability in fashion changing due to economic uncertainty?

Product Categories in Which US Shoppers Purchased Eco-Friendly Products, May 2022 (% of respondents)
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KEY STAT: While almost all consumers reported concern about the environment, purchasing eco-friendly apparel and footwear and accessories is not as much of a priority. Only one-fifth of respondents in our May 2022 survey reported doing so over the past year.

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Table of Contents

  1. Executive Summary
  2. Fashion’s Sustainability Dilemma: Eco-Friendly Can Be Expensive
  3. The Sustainable Fashion Landscape Is Shifting Due to the Economy
  1. How Fashion Brands Can Take Meaningful Action on Sustainability
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

Product Categories in Which US Shoppers Purchased Eco-Friendly Products, May 2022 (% of respondents)Likelihood of US Adults to Pay More for Sustainable Fashion, by Demographic, June 2022 (% of respondents in each group)
Average Price Premiums That Adults in Select Countries Perceive for Sustainable Products, July 2022 (% premium perceived)Sustainable Fashion Sentiments Among US Adults, June 2022 (% of respondents)
Ways Retailers Can Help Make Digitally Shopping for Fashion More Sustainable According to US Adults, June 2022 (% of respondents)

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authors

Sky Canaves

Contributors

Bianca Carasus
Researcher
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Analyst
Carina Perkins
Senior Analyst