SUPPLY CHAIN INSIGHTS
t the conclusion of the warmest decade worldwide since record-keeping
began, sustainability is on the minds of global consumers
. Nearly 9 in 10
consumers (86%) say environmental change is real and requires a
change in our behavior, a number that has remained steady since 2017, and
climate change tops their list of concerns. Consumers are motivated to effect
change, and brands can partner with them by offering products they perceive as
natural and renewable.
Environmental change is a concern for consumers worldwide, highlighting
the need for brands to address the environmental impact of their products.
Brands can speak to consumers’ concern for sustainability by marketing
clothing made from natural ﬁbers and highlighting its low impact on the
While comfort, price, and ﬁt remain primary purchase drivers, consumers are
motivated to take sustainable actions, including when purchasing clothing.
GLOBAL CONCERN FOR SUSTAINABILITY
Percent saying concerns about environmental change are very real and require change in our behavior.
Concerned with environmental change:
TOP ENVIRONMENTAL CONCERNS
Percent rank issues as #1 or #2 environmental concern.
hile global consumer concern for environmental change has remained
steady since 2017, more consumers report that sustainability
inﬂuences their clothing purchases, from 61% in 2017 to 66% in 2021.
This increase is particularly strong in regions where interest was lower in 2017,
with 10-point jumps among consumers in the UK, the US, and China. When
thinking of sustainability in clothing, consumers connect it with naturalness and
low environmental impact, looking for clothing made of natural ﬁbers, especially
SUSTAINABILITY IN CLOTHING PURCHASES
Percent saying sustainability has a moderate to great inﬂuence on their clothing purchases.
Countries with signiﬁcant change.
U.S. U.K. CHINA
It can be used repeatedly
and has no impact on
- Chinese consumer
Made from natural raw
materials such as cotton,
- German consumer
wool, or silk.
REASONS TO PURCHASE SUSTAINABLE CLOTHING
Percent saying sustainable clothing is:
Better for my family’s health
Better value for my money
Learn more about
Sustainable Cotton Innovations at
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. Additional Sources:
US Environmental Protection Agency, 2021.
©2021 Cotton Incorporated.