What: The article highlights a recent survey conducted by the Kearney Consumer Institute (KCI) in Italy, France and the United States.

Why it is important: The survey reveals a lack of consumer education regarding sustainability in the fashion industry.

The survey found that nearly half of the respondents were uncertain about the superiority of virgin materials over recycled alternatives. Many participants were unaware of the option to recycle or upcycle clothing, leading to a preference for donation or sharing with friends and family, which often results in garments being stored away. The study also highlights the limited progress in the resale market and the failure of clothing manufacturers to prioritize climate goals and responsible disposal practices.

Kearney's "Circular Fashion Index" (CFI) 2023 report further emphasizes the lack of urgency among assessed brands in addressing sustainability issues. The report reveals a heavy reliance on virgin materials, inadequate consumer education on responsible disposal, and a lack of infrastructure for clothing drop-off and collection. Kearney notes that the complex and costly process of sorting used clothes hampers recycling efforts. Despite these challenges, a few brands, including Patagonia, Levi's, and Gucci, are recognized for their sustainable practices.

Kearney anticipates a transformation in the fashion industry due to upcoming regulations like the European Corporate Sustainability Reporting Directive (CRSD), which will require companies to include sustainability reporting as part of their annual reports and undergo third-party auditing. The CRSD aims to drive progress toward environmental accountability and transparency across the business landscape.

The fashion industry is lagging when it comes to circularity