About half (52 per cent) of British and US consumers 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 Finland-based e-commerce personalisation platform Nosto. Twenty nine per cent say they will pay more for sustainable versions of the same items. Despite many clothing manufacturers and retailers already taking steps to become more sustainable, 45 per cent of the 2,000 survey respondents agree that it is difficult to know which fashion brands are really committed to sustainability. Only 23 per cent say they generally have a good idea what fashion brands mean when they say they are committed to sustainability, according to a press release from the company. “Of those that want a more sustainable fashion industry, 57 per cent say they try to keep clothes for longer because it’s better for the environment – among women this rises to 60 per cent, while it’s 52 per cent for men. These numbers underline the strength of feeling on the issue,” says Nosto chief executive officer Jim Lofgren. Nosto’s survey identifies five individual areas that consumers consider important for fashion companies to address in order to be more sustainable: reducing the amount of packaging, providing fair pay and good working conditions, using renewable and recyclable materials, making clothes that are designed to last longer, and using fewer resources. Interestingly, the call for more sustainability in fashion is present in broadly similar numbers across the generations. The research suggests 56 per cent of 18-24 year olds (Generation Z) want the fashion industry to be more sustainable, 51 per cent of 25-34 year olds (Millennials) and roughly half in the other age groups, including 55 per cent of 35-44 year olds, 47 per cent of 45-54 year olds and 50 per cent of those over 64.
