SUSTAINABILITY: CONCERNED CONSUMERS
With increasing attention to global environmental change,
86% of consumers across the world are concerned about
sustainability, and this concern has only grown in the past
year. As environmental issues like air pollution and water
quality/scarcity touch their everyday lives, 93% of consumers
in emerging markets express concern for sustainability.
Brands can partner with consumers by offering products they
perceive as natural and safe for the environment.
• Sustainability is a rising concern for consumers, especially
those in emerging markets such as China, India, and Mexico,
highlighting the need for brands to address the environmental
impact of their products.
• Consumers think of sustainability in terms of preserving – or at
least not damaging – the environment. Products described as
“natural” communicate environmental-friendliness to consumers.
• Brands can speak to consumers’ concern for sustainability by
marketing clothing made from natural ﬁbers such as cotton.
GLOBAL CONCERN FOR SUSTAINABILITY
TOP ENVIRONMENTAL CONCERNS
CONCERN HAS GROWN
DEPLETION OF NATURAL
% who have become
more concerned about
sustainability over the
% saying concerns about environmental change are very real and require change in our behavior
Consumer concern for sustainability affects shopping behavior
as 63% of consumers globally – including 77% of consumers in
emerging markets – put time and effort into ﬁnding sustainable
clothing. They connect ideas of sustainability with naturalness,
understanding both as tied to the earth’s resources. Thus,
the effort to make sustainable purchases leads consumers to
clothing made of natural ﬁbers, especially cotton.
% putting time and effort into ﬁnding sustainable clothing
SUSTAINABLE CLOTHING IS...
Sources: Cotton Council International & Cotton Incorporated 2017 Global Environment Survey – survey of 7,365 women & men, ages 18-60 in the U.S., U.K., India,
China, Mexico, Germany, and Italy who have involvement in clothes shopping.
1 in 2 consumers have spent more
money to buy clothing made from
natural ﬁbers such as cotton
LEARN MORE about Sustainable
Cotton Innovations at
“I associate it with nature, something
pure, without processing,
– Mexican Consumer
“Environmentally friendly and made
of renewable raw materials.”
– German Consumer