Somewhat Important Very Important
• Brands can capitalize on consumer perceptions of
natural ﬁbers by emphasizing their quality, durability,
• Cotton and other natural ﬁbers are clear-cut winners
in consumer perceptions of sustainability.
• Brands have an opportunity to build on emerging
awareness of environmental concerns over synthetic
ﬁbers such as microﬁber waste to promote more
sustainable ﬁber options.
Concern for sustainability inﬂuences over three-quarters of
consumers when they shop for food and household appliances,
and 61% say it inﬂuences their clothing purchases. While
traditional purchase drivers such as quality, ﬁt, and comfort
are most important, sustainability can be a differentiator to
set a brand apart from others. Achieve this by tapping into
consumer environmental concerns and signaling product
quality and durability.
CLOTHING PURCHASE DRIVERS
IMPORTANCE OF SUSTAINABILITY IN
Country of origin
Quality, ﬁt, comfort 91%
WHAT MAKES CLOTHING SUSTAINABLE?
HOW IMPORTANT IS FABRIC IN
Safe for Environment Sustainably Produced
COTTON WOOL RAYON NYLON POLYESTER
PERCEPTIONS OF SAFETY AND SUSTAINABILITY
% saying the following ﬁbers are…
TOP FIBER PRODUCTION CONCERNS
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.
Consumers consider fabric a determinate of sustainability, and they look for clothing made from natural ﬁbers such as cotton.
While only 25% of global consumers are aware of environmental issues surrounding synthetic ﬁber production and use, an
increasing amount of media attention is bringing these to light. Consumers do have signiﬁcant opinions on which ﬁbers are
safe for the environment, as fewer than 10% believe man-made ﬁbers such as rayon, nylon, and polyester are sustainably
in the oceans from
emissions as a
result of producing
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Cotton Innovations at