Shoppers back sustainable fashion but won’t pay for it, Nosto
52% of consumers in the UK and US want the fashion industry to become more sustainable, with calls for reduced packaging and fair pay for workers among their top demands, according to research by Nosto. But only 29% of them would pay more for it.
The e-commerce personalisation and retail AI platform venture surveyed 2,000 people. 45% agreed that it is difficult to know which fashion brands are really committed to sustainability. Jim Lofgren, Nosto’s CEO, says: “Of those that want a more sustainable fashion industry, 57% say they try to keep clothes for longer because it’s better for the environment – among women this rises to 60%, while it’s 52% for men. Although the research reveals many people aren’t willing to pay extra for sustainability, these numbers do underline the strength of feeling on the issue.”
Nosto’s survey identifies five areas that consumers consider important for fashion companies to address in order to be more sustainable. Number one was ‘Reduce the amount of packaging’. Second came ‘Provide fair pay and good working conditions’, followed by ‘Use renewable and recyclable materials’, ‘Make clothes that are designed to last longer’ and ‘Use fewer resources e.g. power/water/materials’.
