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I n recent years, the topic of where, and how, products are made has escalated in interest. While this survey reveals that shoppers' attitudes toward "USA-Made," "Buy Local" and "Shop Responsibly" campaigns have remained steady for the past three years, what has changed is a willingness to pay more for brands based on responsible business policies: 36 percent of current survey takers answered "No" when asked if social and environmental issues would influence paying more for a product, up from 18 percent in 2020. On the other hand, when asked if knowledge of a human rights issue occuring at a brand's clothing or footwear factory would influence a purchasing decision, 84 percent of respondents said "YES." Other issues resonating with today's consumers are climate change and microplastics pollution. For example, 83 percent of participants said they are aware of the role textiles play in the problem of microplastics in oceans. This survey also highlights the importance of brand storytelling when communicating performance materials. Survey takers clearly prioritize the functional features and benefits of a product along with the companies supplying the performance technologies, over the brand making the product. is survey conducted by MESH01 included 397 respondents, men and women ages 18 - 60 years of age, who identify themselves as active and outdoor enthusiasts. Trend Insight Consumer is a feature within sportstyle that delivers research conducted on the MESH01 Platform. MESH01 collects data from a select panel of active and outdoor enthusiasts. HOW ISSUE-ORIENTED ARE TODAY'S SHOPPERS' PURCHASING HABITS? Has your interest in knowing where a product is made increased in the past year? How likely are you to track how a product is made using information provided by a brand? Has "buy local" become more important than "buy Made in the USA"? Would knowledge of a human rights issue occurring at a brand's clothing or footwear factory influence your decision? Does a brand's social or environmental policies sway your purchasing decision? How important is your concern around climate change when buying apparel or footwear? Would you pay more for that brand based on their social or environmental policies? Are you aware of the issue of microplastics in the ocean and the role textiles play in this worldwide problem? 20 16 17 26 84 83 31 54 47 23 Very likely Somewhat likely Not likely Not Important Very Important Somewhat Important Yes 2021 2020 2021 2021 2022 2022 2022 2022 Yes Yes Yes Yes Yes No No No No No No % % % % 29% 22% 43% 31% 36% 45% 35% 44% 71% 57% 69% 64% 55% 65% 56% 88% 64 • May/June 2022 sportstyle • sportstylemag.com We surveyed 397 consumers. Here is what they told us. POWERED BY www.mesh01.com

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