Global Lifestyle Monitor – USA
February 27, 2024
SHOPPING TRENDS
56%
Feel very/somewhat optimistic
about their financial situation
Top Retailers Shopped for Clothing
79%
Online only
store
Top Sources of Inspiration
DRIVERS OF CONSUMERS’ PURCHASES
Top Drivers
Fit
Comfort
Quality
Cotton is the most…
COTTON PREFERENCE
Top Preferred Materials
Prefer cotton, cotton
76%
blends or denim
SUSTAINABILITY
Sustainability Importance
Safe for the Environment (% Safe)
CHINA • COLOMBIA • GERMANY • INDIA • INDONESIA • ITALY • JAPAN • MEXICO • THAILAND •
TURKEY • VIETNAM • UK • US
Source: Cotton Council International and Cotton Incorporated’s Global Monitor Survey, a biennial
consumer research study. In the 2023 survey approximately 13,000 consumers (1,000 consumers in each of
13 countries) were surveyed.
© 2024 COTTON COUNCIL INTERNATIONAL AND COTTON INCORPORATED’S GLOBAL
LIFESTYLE MONITOR SURVEY
34%
Cotton
17%
Denim /
Jeanswear
Reasons Willing to Pay More for Cotton
Concerned about
Environmental Change
GLOBAL LIFESTYLE MONITOR:
USA
75%
Mass Merchant
(In-Store)
67%
Off Price/Discount
(In-Store)
83%
Prefer trying on in-store
72%
Prefer browsing online
39%
In-Store
(displays/salespeople)
38%
Traditional media
(TV/movies/magazines/celebrities)
38%
Social media
(sites/blogs/vlogs)
51%
People
(family/friends/people on street)
66%
Comfortable
56%
Authentic
65%
Soft
58%
Quality
71%
Comfort
36%
Are willing to pay more
for cotton
25%
Cotton
blends
Only purchase sustainable
clothing
Sustainability is a nice to
have
I don’t care if clothing is
sustainable
I don’t know how to tell if
clothing is sustainable
17%
15%
54%
14%
62%
68%
64%
59%
39%
36%
35%
Cotton Hemp Wool Polyester Tencel Rayon