What: A survey conducted of 2,000 UK and German consumers in April 2020 capturing their sentiment towards sustainability during the COVID crisis.

Why it is important: Brands need to recognize that consumers are becoming more conscious of their purchasing impacts, and this is being reflected in what they buy.

Research by McKinsey & Company showed that of the 2,000 consumers they surveyed, 57% have made significant changes to their lifestyles to reduce their environmental impact. Additionally, 67% consider the use of sustainable materials to be a critical purchasing factor, and 63% take into account a brand’s promotion of sustainability, making it evident that brands need to recognize that consumers are making a conscious decision to purchase from sustainable fashion players.

Survey: Consumer sentiment on sustainability in fashion