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New Report Shows Sustainable Fashion Efforts are Decreasing

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New Report Shows Sustainable Fashion Efforts are Decreasing

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The Pulse of the Fashion Industry 2019 Update report indicates that, as a whole, the fashion industry is slowing down on sustainability efforts.
The report, created by Global Fashion Agenda and Sustainable Apparel Coalition in partnership with Boston Consulting Group, uses a scoring system called the Pulse Index to evaluate fashion companies’ sustainability goals and implementation efforts. It showed that while the fashion industry improved its overall score to six points in 2017, in 2018 that score decreased to only four points.
The slowdown in eco-friendly efforts is disappointing, considering data that illuminates the fashion industry’s reputation for high waste-producing activities. As of 2016, the EPA estimated rubber, leather, and textiles make up more than 9 percent of all solid waste within the US.
“The question is no longer whether it is necessary to improve sustainable business practices, but rather how long it will take before consumers stop buying from brands that do not act responsibly,” the report stated. “The industry cannot wait for the consumer to lead this movement—it is up to fashion leaders to take bolder moves today to transition to a sustainable industry.” Today’s consumers are taking note of fashion brands’ sustainability focus as well. The Pulse report showed shoppers are increasingly interested in fashion brands’ eco-friendly efforts, with 75% of consumers indicating they view sustainability as either extremely or very important to them.
Those same buyers are demonstrating their concern by making more purchases from fashion brands that have a focus on sustainability. Over 33% of consumers indicated in the same report they have switched brands to support those that take a public stance on environmental change. What’s more: 50% of of shoppers plan to switch brands in the future to support fashion brands that are environmentally-friendly.

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The Pulse of the Fashion Industry 2019 Update report indicates that, as a whole, the fashion industry is slowing down on sustainability efforts.

The report, created by Global Fashion Agenda and Sustainable Apparel Coalition in partnership with Boston Consulting Group, uses a scoring system called the Pulse Index to evaluate fashion companies' sustainability goals and implementation efforts. It showed that while the fashion industry improved its overall score to six points in 2017, in 2018 that score decreased to only four points.

The slowdown in eco-friendly efforts is disappointing, considering data that illuminates the fashion industry's reputation for high waste-producing activities. As of 2016, the EPA estimated rubber, leather, and textiles make up more than 9 percent of all solid waste within the US.

"The question is no longer whether it is necessary to improve sustainable business practices, but rather how long it will take before consumers stop buying from brands that do not act responsibly," the report stated. "The industry cannot wait for the consumer to lead this movement-it is up to fashion leaders to take bolder moves today to transition to a sustainable industry."

Today's consumers are taking note of fashion brands' sustainability focus as well. The Pulse report showed shoppers are increasingly interested in fashion brands' eco-friendly efforts, with 75% of consumers indicating they view sustainability as either extremely or very important to them.

Those same buyers are demonstrating their concern by making more purchases from fashion brands that have a focus on sustainability. Over 33% of consumers indicated in the same report they have switched brands to support those that take a public stance on environmental change. What's more: 50% of of shoppers plan to switch brands in the future to support fashion brands that are environmentally-friendly.

There's an issue here, though. E-commerce expert Tracey Wallace pointed out that oftentimes sustainable fashion brands price their products beyond the average consumer's budget, which makes it harder especially for younger generations (like those in Gen Z) to afford and adopt sustainable fashion practices.

"Right now sustainable fashion just isn't happening at the scale it needs to. Buying sustainable is often presented as something lifestyle influencers and celebrities do," Wallace said. "It feels like something unattainable. I understand there are supply chain issues, but that must be fixed."

While brands like and continue to surge ahead with ongoing sustainability efforts, the transition to more sustainable practices does present a hurdle for most fashion retailers who want to make changes-and not just on the supply chain side of things, either.

However, even with the slowing growth of sustainability practices in the fashion industry right now, there are still brands are taking steps in the right direction to increase their eco-friendly efforts-despite the hurdles.

Activewear brand explained that for them, the reality of adopting more sustainable practices means accepting a slower product development and launch schedule, as the process often takes longer.

"We've found there is definitely more time involved in developing, sourcing and marketing when you are committed to sustainability," said Vyayama founder Rachel Bauer. "We spent over a year just developing custom sustainable fabrics that met our standards."

For others, the key has been finding a marketing angle that complements sustainability efforts before diving in and implementing changes. , a surfwear brand, capitalized on the synergy of a partnership with a well-known surfer to push ahead with their eco-friendly efforts.

"Making Body Glove more eco-friendly and sustainable has been something we have talked about for years," said Nick Meistrell, Body Glove's Marketing Director. "Having Future Olympic surfer Tatiana Weston-Webb join us as part of the team gave us the right launching pad to start shifting the brand in that direction."

Still, for other retailers, sustainability is an all-in effort. For Outerknown , a fashion brand offering both mens and womens clothing, eco-friendly efforts are an important brand pillar. Not only do they publicly share their extensive sustainability framework , but they also have made a commitment to working with partners who have Fair Labor Association accreditation.

"There's a reality that making things sustainably takes longer. It's more challenging and costs more than making apparel the conventional way," said Mark Walker, Outerknown's CEO.

"People buy items they're excited about...they don't buy 'sustainability.' The secret is making an amazing item that people are excited to purchase and having it consciously designed and created," he said.

Walker went on to explain that with growing consumer awareness around eco-consciousness, there's also a broader shift in customer behavior happening right now, wherein shoppers are moving away from fast fashion. With greater mindfulness about fashion purchases, consumers are looking for quality goods that last longer and are more versatile.

The question is: Will other fashion retailers take note and increase their sustainable practices to accommodate this shift in consumer preferences? We can most certainly hope so.

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New Report Shows Sustainable Fashion Efforts are Decreasing

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The Pulse of the Fashion Industry 2019 Update report indicates that, as a whole, the fashion industry is slowing down on sustainability efforts. The report, created by Global Fashion Agenda and Sustainable Apparel Coalition in partnership with Boston Consulting Group, uses a scoring system called the Pulse Index to evaluate fashion companies' sustainability goals and implementation efforts.

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Millennials Say Sustainability Is a Shopping Priority

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Millennials Say Sustainability Is a Shopping Priority

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Despite the fact that Millennials are coming of age in one of the most difficult economic climates in the past 100 years, a recent Nielsen global online study found that they continue to be most willing to pay extra for sustainable offerings—almost three-out-of-four respondents in the latest findings, up from approximately half in 2014.
The rise in the percentage of respondents aged 15 - 20, also known as Generation Z, who are willing to pay more for products and services that come from companies who are committed to positive social and environmental impact was also strong—up from 55% in 2014 to 72% in 2015. “Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to not only grow market share but build loyalty among the power-spending Millennials of tomorrow, too,” says Grace Farraj, SVP, Public Development & Sustainability, Nielsen.
But younger generations aren’t the only ones who say they care, so don’t abandon Baby Boomers in the quest for Millennials. Fifty-one percent of Boomers (50-64) surveyed are willing to pay extra, an increase of seven percentage points since last year. This segment will remain a substantial and viable market in the coming decade for select products and services from sustainable brands.

https://www.nielsen.com/uk/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html

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Millennials and Gen Z care more about sustainability

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Millennials and Gen Z care more about sustainability

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“We’re seeing a rise in people searching for sustainable and eco-friendly ideas across areas like travel, food, parenting and style. Given the state of the world environmentally and politically, Pinners, especially Millennials and Gen Z’ers, want to feel like they are making an impact and driving change. Even if these are small everyday changes, it’s inspiring to see people work together to make a difference.”

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Protecting the environment for future generations is of key interest and Pinterest has found Millennials and Gen Z'ers are each twice as likely to search for sustainability ideas compared to Pinners over 38 years old.

With recent reports warning about climate change more dire than ever, it's no wonder why. In fact, many Pinners are inspired to get out of their comfort zone and try a more eco-conscious lifestyle for the first time, with searches for " sustainable living for beginners" up by 265%⁴ since last year.

Below is a peek at how Pinners around the world are feeling inspired to take action and make an impact, from sustainable shopping and travel to using less waste at home and the office.

How Pinterest inspires people to live a more sustainable lifestyle

Sustainable Home

" Sustainable living" (+ 69% since last year) is the most searched term around sustainability as Pinners are looking to make small changes in their everyday lives, such as ways to eliminate plastic and have zero-waste in their home and office. They are also incorporating sustainability into the kitchen (+58%) by choosing eco-friendly designs and utensils, in their activities with their children (+59%) and even in gift giving (+126%).

Sustainable Travel

Searches for " zero waste travel" have increased 74% ⁴ as Pinners look to pack lighter, reduce their carbon footprint and use less waste while on the road.

Sustainable Style

There is a growing interest to discover sustainable fashion brands (+49%) using for example recycled and organic materials. Some Pinners are turning to an even wiser way of consumption by renting their clothes or swapping them which is not only helping the planet but also their wallet.

Top Sustainability Searches on Pinterest

1. Sustainable living

2. Sustainable architecture

3. Sustainable fashion

4. Sustainable packaging

5. Sustainable home

6. Sustainability in childcare

7. Self-sustainable living

8. Sustainable development

9. Sustainable energy

10. Sustainable products

Swasti Sarna, Insights at Pinterest said: "We're seeing a rise in people searching for sustainable and eco-friendly ideas across areas like travel, food, parenting and style. Given the state of the world environmentally and politically, Pinners, especially Millennials and Gen Z'ers, want to feel like they are making an impact and driving change. Even if these are small everyday changes, it's inspiring to see people work together to make a difference."

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Millennials and Gen Z care more about sustainability | Business Leader News

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Protecting the environment for future generations is of key interest and Pinterest has found Millennials and Gen Z'ers are each twice as likely to search for sustainability ideas compared to Pinners over 38 years old. With recent reports warning about climate change more dire than ever, it's no wonder why.

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The Aral Sea was once the fourth largest lake in the world and it produced thousands of tons of fish for the local economy annually. Since the 1960s, however, the Aral Sea has been sinking.

"As the Aral Sea has dried up, fisheries and the communities that depended on them collapsed. The increasingly salty water became polluted with fertilizer and pesticides. The blowing dust from the exposed lakebed, contaminated with agricultural chemicals, became a public health hazard. The salty dust blew off the lakebed and settled onto fields, degrading the soil. Croplands had to be flushed with larger and larger volumes of river water. The loss of the moderating influence of such a large body of water made winters colder and summers hotter and drier." - https://earthobservatory.nasa.gov/world-of-change/aral_sea.php

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Confronting High Street Shoppers with A Shocking Truth

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Confronting High Street Shoppers with A Shocking Truth

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Stacey Dooley Investigates

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Confronting High Street Shoppers with A Shocking Truth: Stacey Dooley Investigates

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It’s tough to love our clothes and keep wearing them for longer when we are faced with a tempting array of newness on offer in the shops. But before you head out into the January sales for those irresistible deals, spare a thought for the impact of fast fashion on the environment.

Fast fashion focuses on speed and low costs in order to deliver frequent new collections inspired by catwalk looks or celebrity styles. But it is particularly bad for the environment, as pressure to reduce cost and the time it takes to get a product from design to shop floor means that environmental corners are more likely to be cut. Criticisms of fast fashion include its negative environmental impact, water pollution, the use of toxic chemicals and increasing levels of textile waste.

Vibrant colours, prints and fabric finishes are appealing features of fashion garments, but many of these are achieved with toxic chemicals. Textile dyeing is the second largest polluter of clean water globally, after agriculture. Greenpeace’s recent Detox campaign has been instrumental in pressuring fashion brands to take action to remove toxic chemicals from their supply chains, after it tested a number of brands’ products and confirmed the presence of hazardous chemicals. Many of these are banned or strictly regulated in various countries because they are toxic, bio-accumulative (meaning the substance builds up in an organism faster than the organism can excrete or metabolise it), disruptive to hormones and carcinogenic.

Polyester is the most popular fabric used for fashion. But when polyester garments are washed in domestic washing machines, they shed microfibres that add to the increasing levels of plastic in our oceans. These microfibres are minute and can easily pass through sewage and wastewater treatment plants into our waterways, but because they do not biodegrade, they represent a serious threat to aquatic life. Small creatures such as plankton eat the microfibres, which then make their way up the food chain to fish and shellfish eaten by humans.