We all know the importance of environmental protection and sustainability. But what do the consumers actually do? Zalando has some ideas for making sustainable fashion more attractive to consumers—and it’s taking its own advice.
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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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