Majority of UK fashion shoppers switch, avoid or boycott brands because of their environmental policies, says consultants at Kantar

Sustainability and social responsibility are of paramount importance 

to today’s modern shoppers.

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New consumer research published this week by Kantar, a leading data, insights and consulting firm, reveals that over three-quarters (76%) of UK fashion shoppers have, in the last 12 months, switched, avoided or boycotted buying certain fashion labels, or would consider doing so in the future, based on brands’ environmental policies.

Kantar questioned over 1,200 UK consumers between the ages of 16 and 65+ about their concern over a range of environmental issues, their purchasing decisions based on a brand’s sustainability credentials, environmental responsibility and whether, as a consumer, they had ever decided to boycott buying a product or switch to another brand based on its environmental reputation.

Brand loyalty is lowest among the youngest age group of 16-24 year-olds with 83% saying they have switched or might do so, with more males (22%) switching or boycotting brands than females (16%).

Responses differ considerably among generations too, with over a third (35%) of Millennials saying they have avoided buying, or decided to choose a different brand over the last 12 months, compared to only 8% of Baby Boomers. However almost half (49%) of this generation of 55-65+ year-olds indicated that while they hadn’t switched or boycotted brands in the last year because of their environmental credentials, they might consider doing so in the future – the highest among all age groups.

Harsh working conditions, environmental pollution and the overuse of packaging are some of the issues consumers think carefully about before purchasing clothes.

Much more work needs to be done by the fashion industry when it comes to publicising the positive work it is doing to address the environmental problems resulting from the throw-away, ‘fast fashion’ culture we live in today, say 72% of consumers. This sentiment is high across all regions (>69%) with more shoppers in Greater London (76%) agreeing. Only 13% consider this issue unimportant.

Mark Chamberlain, managing director of Brand, Kantar UK said: “Responsible living is being driven by cross-generational groups of ‘woke’ consumers that look towards inspiring brand heroes as change leaders. Governments and organisations are being forced to listen and respond to consumers’ demands for greater transparency as businesses strive to become more purposeful.”

Almost 90% of respondents surveyed agree that brands need to take more responsibility for the waste they produce and the impact it this has on our environment. This sentiment was high across all age groups (>82%) but highest among those aged 65 and over (92%). Three-quarters of shoppers agree that, due to inaction from many of the world’s governments, they want brands to act as forces for positive change in our society. However, when questioned about their response, over 70% of all consumers agreed that efforts by businesses to protect the environment are ‘too little, too late’, with younger generations of Millennials agreeing most with this statement (78%).