Textile Insight

A ccording to Nielsen's research report* "e Sustainability Imperative", concerns about the environment and social factors continue to heavily influence consumer purchase decisions, even more so than some of the more traditional prompts like price and promotion. Of the 66% of consumers willing to pay more for products that possess key sustainability factors, 58% cite a company's environmental friendliness as being important while 56% say a company's commitment to social values will influence the products they choose. e MADE IN GREEN by OEKO-TEX® label helps sustainable textile manufacturers, brands, and retailers clearly communicate to consumers that their products possess both of these important sustainability elements. e MADE IN GREEN by OEKO-TEX® label is an independent label granted to textile products that are tested for harmful substances and certified to the STANDARD 100 by OEKO-TEX®. In addition, these products must be made in facilities that employ environmental and social practices that adhere to STeP by OEKO-TEX® guidelines for sustainable textile production. When both of these criteria are certified, the MADE IN GREEN by OEKO-TEX® label can be issued and used to communicate these important and distinguishing facts to consumers and customers alike. e MADE IN GREEN by OEKO-TEX® label is a useful retail tool that helps sustainability-minded consumers quickly identify products that align with their values. Each MADE IN GREEN label features a unique product ID that can be verified on the www.madeingreen.com website with a shopper's smart phone while they are in the act of selecting a product in the store or online. e verification mechanism quickly reassures consumers with third party objectivity that the labeled product will be harmless to their family's health and that it was made with respect for factory workers and the environment. Both components of the MADE IN GREEN label must be met for a textile product to meet the consumer's definition of sustainable. If textile products contain substances that can be detrimental to human health-- toxins such as heavy metals, formaldehyde, carcinogenic dyestuffs, residual fertilizers, or phthalates-- they clearly cannot be considered sustainable from a family's perspective. Similarly, if products are made with processes that hurt the environment or in factories that do not treat workers safely or fairly, then neither can they be deemed sustainable from society's perspective. A product should possess both attributes to meet the criteria that today's consumers set for sustainable products. e STANDARD 100 by OEKO-TEX® ensures that textile products are tested for a comprehensive list of more than three hundred concerning substances that potentially could be present in a textile product. OEKO-TEX® builds that list through extensive knowledge of textile manufacturing practices in operation throughout the global textile supply chain. OEKO-TEX® scientists are experts in textile chemistry and, combined with their knowledge of the medical community's opinions about toxic substances, governmental product safety regulations, and the expectations of interested NGOs, the OEKO-TEX® list of restricted substances is one of the most thorough in the world. In fact, OEKO-TEX® standards and certifications are acknowledged by many other programs that require testing for harmful substances. Consumers increasingly want to know the origins of the products they buy so that they can judge for themselves whether they are making decisions that align with their personal values. Testing textiles for harmful substances reassures consumers in the short term that certified textiles will not be detrimental to their family's health. However, the other half of the sustainability equation is getting much more attention from consumers. They want to know how, where, and who made the products so that they can be sure that, in the long term, their use of the certified product won't hurt the environment or the people involved with its manufacture. STeP by OEKO-TEX® certification for sustainable textile production facilities confirms that a facility's manufacturing practices are both environmentally and socially responsible. Certified textile facilities undergo a modular analysis of all relevant areas of their process such as management of chemicals, environmental performance, environmental management, occupational health and safety, social responsibility, and quality management. STeP by OEKO-TEX® certified facilities are audited by OEKO-TEX® experts to verify conformance with best practices in all critical areas. Textile product manufacturers, brands, and retailers who contribute to the improved sustainability of the textile industry should certainly take credit for their substantial efforts with the consumers who are eager to reward them with their dollars. e MADE IN GREEN by OEKO-TEX® label helps companies do just that. e label itself differentiates sustainable products on the shelf while the independent verification system gives consumers the confidence that MADE IN GREEN labeled products are good for their families and good for the environment and society. And that's a sustainable BOGO. Source: "e Sustainability Imperative. New Insights on Consumer Expectations." Nielsen, October 2015. Images: ©Getty Images ADVERTISEMENT Environmental and Social Responsibility The Real Purchase Incentives for Today's Sustainability-Minded Consumers

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