Cotton Inc. Lifestyle Monitor Survey reveals sustainability concerns among consumers

A recent study by Cotton Incorporated's 2024 Lifestyle Monitor has revealed a growing trend among consumers: an increased awareness and concern about the sustainability of their clothing choices. The findings suggest this shift in mindset is influencing purchasing behavior and creating new opportunities for brands that prioritize eco-friendly practices.

Sustainability top reason for purchases

According to the survey, 75 per cent of consumers now consider sustainability to be at least somewhat important when making apparel purchases. This marks a significant increase from previous years, indicating a growing awareness of the environmental impact of the fashion industry. Furthermore, 60 per cent respondents expressed a willingness to pay more for clothes made from sustainable materials, suggesting a growing demand for eco-conscious products.

"The results of our survey clearly show that sustainability is becoming a key factor in consumers' decision-making process," said Kim Kitchings, Senior Vice President of Consumer Marketing at Cotton Incorporated. “Brands that can effectively communicate their commitment to sustainable practices will likely gain a competitive advantage in the marketplace."

The survey also shed light on specific aspects of sustainability that are particularly important to consumers. For example, 65 per cent expressed concern about the use of harmful chemicals in clothing production, while 55 per cent were worried about the amount of water used in the manufacturing process.

Cotton top sustainable fiber

When asked about preferred sustainable materials, cotton emerged as a top choice, with 70 per cent consumers considering it to be a sustainable fiber. This preference for natural fibers over synthetic alternatives highlights the growing demand for eco-friendly materials.

In response to these findings, several brands have already begun incorporating sustainable practices into their operations. For instance, some companies are using recycled materials, implementing water-saving technologies, and partnering with organizations that promote sustainable agriculture.

As consumers become increasingly aware of the environmental impact of their choices, the demand for sustainable apparel is likely to continue to grow. The Cotton Incorporated Lifestyle Monitor survey provides valuable insights into this evolving trend and offers a roadmap for brands looking to meet the needs of eco-conscious consumers.