The Changing Nature of Consumer Demand: How Sustainability is Shaping the Future of Fashion

The fashion industry is one of the largest and most dynamic industries in the world, with a global value of over $2.5 trillion. However, it also has a significant environmental and social impact, with estimates suggesting that it is responsible for around 10% of global carbon emissions, as well as significant water usage, waste, and pollution. In recent years, consumers have become increasingly aware of these impacts, and as a result, are demanding more sustainable and ethical practices from fashion brands.

One of the key drivers of this change is increased awareness through social media and activism. Platforms like Instagram and Twitter have given consumers a platform to voice their concerns about the environmental and social impact of the fashion industry, and to share information about sustainable alternatives. This has led to a growing movement of consumers who are seeking out brands that prioritise sustainability.

Another important factor is the growing influence of younger generations. Millennials and Gen Z are particularly concerned about environmental and social issues, and are more likely to support brands that align with their values. In fact, a recent study found that 90% of Gen Z believe that companies have a responsibility to address environmental and social issues, and 75% say they would pay more for sustainable products.

>> Watch our related video: Gen Z and Customer Loyalty <<

As a result of this changing consumer demand, brands are under increasing pressure to adopt more sustainable practices. This includes sustainable sourcing of materials, using renewable energy in production, reducing waste and pollution, and investing in sustainable packaging and transportation. Many brands are also adopting circular business models, which focus on creating closed-loop systems where products are designed to be reused or recycled, rather than thrown away.

In response to these demands, many brands are investing in sustainable technologies and practices. For example, Adidas has developed a range of sustainable materials, including recycled polyester made from ocean plastic, and a biodegradable version of its trademarked Boost foam. H&M has launched a recycling program that allows customers to bring in old clothes to be reused or recycled, and has also invested in sustainable materials like organic cotton and Tencel lyocell.

The potential long-term impact of this changing consumer demand on the fashion industry is significant. It is likely to lead to the emergence of new business models that prioritise sustainability, as well as increased investment in sustainable technologies and practices. It may also lead to greater collaboration across the industry, as brands work together to address the environmental and social challenges they face.

The changing nature of consumer demand in the fashion industry is having a significant impact on the industry as a whole. Consumers are increasingly prioritising sustainability and ethics when making purchasing decisions, and brands are under pressure to respond. However, this also presents an opportunity for brands to differentiate themselves and build stronger relationships with customers who share their values, providing longer-term benefits in both sustainability and profitability. By investing in sustainable technologies and practices, brands can help to create a more sustainable and equitable future for the fashion industry.

Join us to discover what the fashion industry landscape looks like today, and what it might become in the future at our upcoming breakfast event in London on 18th May 2023.

We're on a mission to build a more sustainable fashion industry that satisfies consumer demand and drives profits. Don't miss this opportunity to connect with fellow fashion leaders and gain valuable insights into sustainability in the fashion industry. 

Apply for tickets here