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SUPPLY CHAIN INSIGHTS
lobal consumers are thinking about the environment, as 86% say
sustainability concerns are very real and require a change in our behaviors.
This translates into action as 8 in 10 consumers report engaging in at least
one sustainable practice, such as recycling or avoiding plastics, “all the time.”
Brands can stand out by connecting with consumers’ feeling of responsibility by
protecting the environment with natural product offerings.
Consumers regularly engage in sustainable practices that are convenient and
well-publicized, including their purchase behavior. Brands who can clearly signal their
products’ sustainability can connect with consumer desire to act on their concern for the
Consumers recognize fabric as a component of clothing sustainability, perceiving natural
ﬁbers such as cotton and wool as safer for the environment than manmade ﬁbers.
Marketers may promote cotton products in line with consumer motivations to protect
future generations, act responsibly, and lead a balanced lifestyle.
IMPACT OF SUSTAINABILITY
Percent saying environmental concerns play a strong role in daily life choices.
COMMON SUSTAINABLE ACTIONS
Percent who do this regularly.
MOTIVATION FOR SUSTAINABLE ACTIONS
To protect the
world for future
for the planet
To live a more
ith noticeable signaling and frequent opportunities to practice
sustainability, consumers are most likely to consider the environment
when purchasing food and household appliances. Clothing and home
textiles, however, are not far behind, with two-thirds of consumers saying that
sustainability has a moderate or great deal of inﬂuence on their purchases of these
products. Brands can signal the sustainability of their clothing using terms
consumers consider related, such as "environmental-friendliness" and "natural,"
and by using ﬁbers perceived as safe for the environment, such as cotton.*
INFLUENCE OF SUSTAINABILITY ON PURCHASES
Percent who say sustainability has a moderate or great deal of inﬂuence on purchases.
Terms to Describe Sustainable Clothing
Sustainable Eco-Friendly Environmentally
say fabric is very
Percent of consumers who say ﬁber is safe for the environment.
Source: CCI & Cotton Incorporated’s 2017 & 2021 Global Sustainability Survey, a survey of 6,000
consumers in the U.S., U.K., Germany, Italy, Mexico, India, and China. *Brand must be sure to use
such terms in compliance with the FTC Green Guides. ©2021 Cotton Incorporated.