ASHBOURNE – A new Fashion Revolution report has found that consumers across five EU markets are increasingly looking to brands and governments alike to take the lead in ensuring clothing is made responsibly and sustainably.
It claims that the majority of people think that fashion brands should reduce their long-term impacts on the world by addressing issues that include global poverty, climate change, environmental protection and gender inequality - all of which are covered by the UN's Sustainable Development Goals.
Fashion Revolution says environmental factors were considered the most important of these, as 85 per cent listed climate change and 88 per cent environmental protection as important matters to be dealt with by brands.
84 per cent also considered it important for fashion brands to address global poverty, and 77 per cent said gender inequality is another area which they need to focus on. 5,000 people took part in the online poll, from the UK, Germany, France, Italy and Spain.
Sarah Ditty, Fashion Revolution’s policy director, said: “The pace of change by the fashion industry simply isn’t moving fast enough, and we can see this reflected in consumer attitudes.
“People have an urgent, emotional desire to know more about how their clothes are made, and that they haven’t harmed the environment, the people who made them nor were tested on animals. And they want governments to hold brands and retailers to account to ensure this happens.”
68 per cent agreed that the government have a role to play in ensuring that clothing is sustainably produced, according to Fashion Revolution’s findings.
Sarah Ditty added: “We’d like the general public, companies and governments to use our research to help drive change in the fashion industry, to better influence their peers to care more about social and environmental issues in fashion and start asking vital questions about the impacts of our clothing.”
Fashion Revolution confirmed that it is continually benchmarking consumer attitudes to ethical consumption and will track and report change over the next three years.