Sustainability: Concerned consumers

Released by Cotton Incorporated

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.

KEY INSIGHTS

·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.E

GLOBAL CONCERN FOR SUSTAINABILITY