Those who believe that applying sustainable actions is simply utilizing environmentally friendly internal processes are mistaken. It goes way beyond that, even reaching the way brands treat their own image and conduct before the consuming public, clients, collaborators and other market participants. These precautions become even more crucial when we bring the subject to the universe of sustainability in the fashion industry.
After all, we are talking about items that are present throughout one’s life and are in direct contact with both their skin and feelings. Wearing an article of clothing, a shoe or an accessory has become more than a simple human need. It has become a part of the consumers’ nature, presenting their ideals, their beliefs and above all, their personality. Without these items, we are stripped of our very essences.
Views about sustainable fashion
Due to the market’s necessity to adapt to these concepts, the ModaComVerso Movement, led by Associação Brasileira do Varejo Têxtil (ABVTEX), conducted a research that points out society’s main views, habits and consumption patterns regarding sustainable fashion, taking into account it’s social, environmental and economic aspects.
This panorama brings relevant data to the conduct of companies and professionals that deal with the fashion industry on a daily basis. Among those views, the study highlights that 85% of buyers prefer purchasing items from companies that support and/or utilize sustainable actions.
Furthermore, 3 out of 4 people say that they are willing to pay slightly more for these items.
It’s worth noting that, among the causes most supported by customers, according to the research are: the fights against racism, forced labor; the promotion of gender equality, social inclusion and practices that respect the environment.
This reflects on another diagnosis pointed out by the study. 8 out of 10 people they would stop buying products or services from companies involved in scandals involving social causes, such as racism or slave labor.
According to the ModaComVerso Movement, these two topics are the main initiatives the brazilian fashion industry should work on, promoting combative actions. Among other relevant research notes are:
- Out of 10 customers, 3 have said that they have stopped buying products from companies involved in accusations and complaints.
- 9 out of 10 customers say that they prefer buying products with seals that one indicate the product was made sustainably and free from forced labor.
- Between 2019 and 2022, the number of interviewees that point out racism as the main social causes to to be defended in the fashion industry grew by 15%.
- In the same period, the number of mentions about promoting actions to help immigrants and refugees grew by 2.
Courovale possesses national and international certifications that recognize the effort in practicing sustainable actions in its operational processes. We regard ourselves as a reference company and compromised with the socially just, environmentally and economically engaged development. Get to know about our sustainability policy and contact us to learn more!
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