Clothing labels need to be clearer when it comes to showing how a product is sustainable, as transparency continues to be a key driver of purchasing decisions, according to data analytics company GlobalData, whose figures suggest 37.3 per cent of UK consumers agree that retailers that place greater emphasis on sustainability are more appealing, and that retailers ought to capitalise on changing attitudes as the shift towards ethical retail gains more momentum.
Hannah Abdulla, apparel correspondent at GlobalData, said: “Consumers are actively looking at clothing labels to see how the product has been made and whether it fits in line with their sustainability expectations. Data shows that the majority of consumers would pick a product that has been sustainably produced over one that hasn’t.”
“The COVID-19 pandemic has served to give even more focus to living and acting sustainably,” she said in a press release.
“Consumers will scrutinise the environmental actions of brands and retailers during the pandemic, and will use this as an opportunity to separate those companies that are truly committed to sustainability issues, from those that are merely greenwashing. Proactive brands and retailers will take this in their stride; being upfront with consumers about their sustainable actions and making that data clear and accessible,” she added.
