Over the last few years, we've all experienced the shift in the fashion industry toward more sustainable materials and production methods. Whether it's ethical labor policies or environmental impacts, it's clear that customers want to purchase goods that are sustainably sourced. But then why are fast-fashion brands offering cheap and disposable products still thriving as other consumer goods brands struggle?
It comes down to consumer transparency. For far too long consumers have trusted that brands are doing the right thing without verification, but this is changing. The more consumers demand for fair and sustainable products, the more brands will be forced to adapt to offering customers full transparency into their products.
Out of the 2,500 consumers surveyed in the report, 60 percent consider transparency important, but just 20 percent actively seek out information from brands before purchasing. Further, 53 percent believe brands’ ethical labor policies are important, but only 23 percent investigate policies themselves. And while 58 percent of consumers believe they should know the materials used in a garment, only 38 percent actually do.
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