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According to a 2022 survey, ** to ** year-olds, the youngest age group polled, are the most likely to buy products from a brand that has strong ethical and sustainable credentials. Less than half of people aged 65 and over said that they would be more likely to buy from an ethical retailer.

Brands’ environmental impact

Fashion brands can have a considerable environmental impact, producing significant volumes of greenhouse gas emissions and selling a lot of items made from synthetic materials, which do not biodegrade easily. Retailers have realised that there is an increased demand among consumers for sustainable fashion, so often heavily advertise the credentials of their more sustainable products.

Consumer trust

However, it can be difficult for consumers to find out the true sustainability credentials of fashion companies. According to a ranking of the most transparent fashion companies, a lot of the major brands have a lot of work to do. This also leads to a certain amount of skepticism among consumers, almost half said that they did not trust the sustainability claims that brands make.