The Global Fashion Agenda, among its many abilities, generates reports and conducts research on attitudes and behaviors of consumers towards fashion and sustainability. Their annually-produced report, Pulse of the Fashion Industry, captures these sentiments and trends to serve as a resource for their community. For the 2019 Pulse of the Fashion Industry Update, Global Fashion Agenda partnered with the Boston Consulting Group, who conducted research for the report. 

 

The research survey nearly “3,000 participants spread out between Brazil (523 participants), China (514 participants), France (529 participants), the UK (703 participants) and the US (703 participants). To complement the results, a social media listening has been conducted.” The found proprietary research and results of the Boston Consulting Group’s survey is that “consumers are increasingly aware and concerned about social and environmental responsibility in the fashion industry.” Here are some of the facts listed on Global Fashion Agenda’s website, and also listed directly with attribution and acknowledgment below: 

 

FACT 1: 75% of consumers surveyed view sustainability as extremely or very important.

 

FACT 2: Mentions of sustainability in social media increased a third faster than overall social media growth between 2015 and 2018.

 

FACT 3: Consumers mostly acquire information about sustainability issues through online search (35%), social media (31%) and non-digital print media (29%).

 

FACT 4: The strongest triggers for conscious behaviour concerning sustainability are CLIMATE CHANGE EFFORTS (50%) NATURAL DISASTERS (49%)

 

FACT 5: More than a third of consumers report they have already switched from their preferred brand to another because it credibly stands for positive environmental and/or social practices.

 

FACT 6: More than 50% of consumers plan to switch brands in the future if another brand acts more environmentally and socially friendly than their preferred one.

 

FACT 7: However, consumer considerations of sustainable practices are not yet powerful enough to be the most important driver of purchasing behaviour. For 7% of consumers, sustainability is the key purchasing criterion. But 23% prioritise high quality, 17% looking successful and 16% receiving good value for money.”