Textile Insight

22 • Textile Insight ~ November/December 2022 Source: Morning Consult Research Intelligence. Figures may not add up to 100% due to rounding, Product Manufacturing Save Money Throwing Out Returned Items Fast Fashion Unique Items Seling Second Hand Versions of Products Individual Shopping Decisions Sustainability Designing Products to be Repurposed Older Fashion Turning Used Products Into New Products Online Shopping Hard-to-Find Items Offering Discounts in Exchange for Used Items Community n Major Reason n Minor Reason n Not a Reason n Very n Somewhat n Don't Know/No Opinion n Not Too Much n Not at All n A Lot n Some n Not Much n Nothing at All Industry Impact is More Concerning to Consumers Than Individual Impact Respondents' level of concern about the environmental impact of the following: Key factors influencing respondents purchasing decision making when shopping second hand stores. Amount of respondents who have seen, read or heard about brands taking each of the following actions: Respondents' Reasons for Shopping Secondhand Companies Need to Improve Sustainability Awareness Campaigns textileinsight.com W hile consumers are taking small, individual actions to help protect the environment, attention is increasingly directed toward corporations and consumer- facing brands, according to a recent Morning Consult report titled, "What Sustainability Means to Consumers." To get better perspective on the situation, the firm surveyed 2,210 U.S. adults on attitudes, behaviors and expectations when it comes to sustainability. e results of the survey revealed a handful of interesting takeaways particularly around the lack of understanding of sustainability on the part of the consumer. Claire Tassin, retail & e-commerce analyst at Morning Consult shared her insights from the research in a virtual presentation titled, "Navigating the Anti-Consumerist Tide in Sustainability." Overall, the research shows that shoppers are more concerned about the impact of manufacturing on the environment, than about their own individual purchasing decisions. Tassin clarifies, "Consumers don't have a consistent definition of what sustainable shopping is," and when asked, supplied vague responses such as: "don't know" "don't care" and "I try to do less." Asked about "Sustainable Actions" the number one response from survey participants was "buy durable products." However, the reason for doing so is driven as much by economics — buying something that lasts is a "smart way to shop" — as environmental reasons. "Eco-friendly is considered a component not the end all," Tassin notes. n WHAT CONSUMERS HAVE TO SAY ABOUT SUSTAINABILITY 27% 22% 21% 16% 37% 68% 16% 29% 33% 11% 29% 26% 12% 26% 26% 10% 21% 11% 16% 9% 25% 31% 11% 43% 31% 7% 37% 29% 9% 37% 30% 36% 28% 32% 18% 7% 20% 33% 34% 34% 38% 37% 22% 24% 23% 27% 37% 25% 29% 37% 22% 43% 24% 53% 10% 16% 16% 19% DIRECTIONAL DEVELOPMENTS

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