Fashion and Sustainability

How Brands Can Address the Widening Gap Between Consumer Values and Actions

About This Report
Amid economic uncertainty, brands and retailers need to reevaluate how they market sustainability to consumers who are more concerned about prices than the environment.
Table of Contents

Executive Summary

One of the fashion industry’s biggest challenges is reducing its impact on the environment, but that can be expensive for both the buyer and seller. A growing number of cost-conscious consumers may be unwilling to pay more for sustainable fashion amid inflation and cutbacks on discretionary spending.

Key Question: How are consumer demands and expectations around sustainability in fashion changing due to economic uncertainty?

KEY STAT: While almost all consumers reported concern about the environment, purchasing eco-friendly apparel and footwear and accessories is not as much of a priority. Only one-fifth of respondents in our May 2022 survey reported doing so over the past year.

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Table of Contents

  1. Executive Summary
  2. Fashion’s Sustainability Dilemma: Eco-Friendly Can Be Expensive
  3. The Sustainable Fashion Landscape Is Shifting Due to the Economy
  1. How Fashion Brands Can Take Meaningful Action on Sustainability
  2. Read Next
  3. Sources
  1. Media Gallery


Sky Canaves


Bianca Carasus
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Carina Perkins
Senior Analyst
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