Sustainability Matter, But Not at a Premium

Sustainability Matter, But Not at a Premium

Sustainability Matter, But Not at a Premium

Consumers say they are becoming more concerned about the impact fashion has on the planet.

However, there is a huge gap between what consumers are saying and how they are behaving.

A research done by Boston Consulting Group (BCG) sheds some light on possible causes and illustrates that sustainability remains a nebulous concept that means different things to different people.

Many consumers struggle to identify what makes a brand or product sustainable to begin with.

Some are unwilling to pay a higher price.

Most commonly consumers worldwide define sustainability in terms of materials usage and production processes, from there, the disparity in their views is striking.

Definitions vary across product categories and market segments, particularly by age and nationality.

The lesson for brands is clear: sustainability matters to consumers, but not at a premium, and certainly less than other functional, immediately felt concerns.

Ask yourself how you buy apparel: Do you reflect about ethical aspects when you buy a new pair of trousers such as how much water has been used, how your purchase affects landfill, or whether harmful chemicals have been used?

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  • Dimitar Karamarinov

    I think we're on a downhill where dis-balances drift to extremes which is why working on a "Zero Waste Business" comes with a good dose of risk. Educating customers can work but it's darn hard to achieve...

  • Scott Gunn

    If sustainability is understood as the continuation of human life on earth, there is no alternative. Whatever the cost, we have to bear it.

  • Patrick Murphy

    Social media (and Instagram in particular) rule our vision of lifestyles and sustainable living is no exception.

  • Eve Harrow

    There is a gap between sustainable products advertised by influencers and what they truly are.

  • Lisa O'Lary

    To me, sustainability cannot be expensive if learned and applied it correctly.

  • Ben Langstreth

    So true

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Susanna Koelblin

Commercialization & Sourcing Leader Focused On Circularity

From blockchain to recycling, Susanna talks about emerging technologies and circularity topics in the fashion industry.


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