Finally! We have an deep global survey of consumer attitudes about textile sustainability. The ground-breaking study, The Key to Confidence: Consumers and Textile Sustainability, is the first to focus on global consumers and examined their views and behaviors regarding climate change overall, as well as their knowledge, perceptions, and concerns about textile sustainability and certification.
Climate change ranked third on a list of sixteen worrisome issues. More than 4 in 5people globally say that it is a real and very serious problem and almost 3 in 4 say it is largely due to emissions from human activities”. Consumers are motivated by concerns that are both close to home, like “keeping me and my family safe and healthy”, and global in scope, like “keeping the earth safe for future generations”.
Most people the world over want to be part of the solution, not part of the problem. For example, most (66%) feel that “the action so far individual like myself can reverse climate change” and 7 in 10 indicate that theyare “committed to living a sustainable, environmentally friendly lifestyle”. They are learning how to do so eating more naturally, adapting their mean softransportation, checking on recyclability, learning more about brands they buy… They aspire to purchase fewer clothes however, deconsumption is difficult.
On the other hand, people hold brands, companies, and organizations accountable and look to them for help to live better and more responsibly. For example, about 4 in 10 consumers “like to know the values and principles of brands of clothing they buy”and “like to know what small steps brands have taken to be more sustainable, even if they’re not fully green”.
About 40-50% of people state that they “don’t know much about the way clothes or other textiles are produced”. Also, people in countries that produce textile products consider it the third worst polluter. People farther away from the epicenters are starting to hear the facts.
Nevertheless, 4 in 10 people globally are concerned about harmful substances in clothes and home textiles. Textiles are catching up with food (59% are concerned), homecare/cleaning products (50%) or cosmetics (53%), and other personal care products (49%). Safety from harmful substances and environmentally and socially responsible production is very important to about 6 in 10 people globally. However, only 3 in 10 feel that the textile industry is doing a good job providing clothes and home textiles that meet these criteria. Most consumers (80-90%) are aware of eco-friendly, sustainable clothes and home textiles. 32% have purchase deco-friendly home textiles, 36% have purchase deco-friendly clothing, and 54% have purchased items for babies or young children made with organic cotton or other sustainable fibers. It is good to know that parents hood substantially increases interesting sustainable, healthy lifestyles.
60% of global consumers want to know if their clothing and home textiles are certified to be safe from harmful substances and responsibly produced. 31% indicate that they have purchased certified clothing. Purchasers were concerned about harmful substances (49%), environmental impact (47%) and the safety of textile workers (37%). Two-thirds of people who buy eco-friendly textile products indicate that they check if these claims are true at least some of the time.
Brands and certifiers can provide assurances of responsible production. About half of consumers who check if claims are true look for a certification label or check the fiber content and about one third checks on their brand’s sustainability practices. Those who rarely or never check sustainability claims are most likely to “trust the brand” or indicate that“a label certifies that the claims are true”.
People are learning more ‘facts’ about the textile industry, particularly those related to working conditions and the treatment of textile workers; some note that they have read articles or seen documentaries. Consumers who read ten statements frequently reported in the media about chemical/pesticide use, environmental impact and waste, and treatment of workers were “shocked”. Worldwide, they were inspired to purchase eco-friendly products, favor brands that responsibly make safe products, become better informed about the brands they buy and the treatment of textile workers, and check for independent certification labels.
The Key to Confidence: Consumers and Textile Sustainability was commissioned by Oeko-Tex as part of the commemoration of its 25th Anniversary.