McKinsey Survey: Consumer sentiment on sustainability in fashion

While the fashion industry is reorganizing for the next normal after the COVID-19 crisis, European consumers have become even more engaged in sustainability topics. That presents an opportunity for the fashion industry to reiterate its commitment to sustainability. Moreover, now could be the moment to drive less seasonality in the fashion system.

Our survey was conducted in April 2020 across more than 2,000 UK and German consumers. 1 It is part of a firmwide effort to capture consumer sentiment during the COVID-19 crisis.

Sentiment toward sustainability. Amid the shock and uncertainty that the fashion sector is facing during the COVID-19 crisis, there is a silver lining for the environment: two-thirds of surveyed consumers state that it has become even more important to limit impacts on climate change. Additionally, 88 percent of respondents believe that more attention should be paid to reducing pollution. In practice, consumers have already begun changing their behaviors accordingly. Of consumers surveyed, 57 percent have made significant changes to their lifestyles to lessen their environmental impact, and more than 60 percent report going out of their way to recycle and purchase products in environmentally friendly packaging (Exhibit 1).

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Emphasis on social and environmental commitments

While the industry is reorganizing for the next normal, it should consider that consumers want fashion players to uphold their social and environmental responsibilities amid the crisis. Of surveyed consumers, 67 percent consider the use of sustainable materials to be an important purchasing factor, and 63 percent consider a brand’s promotion of sustainability in the same way. Additionally, surveyed consumers expect brands to take care of their employees, as well as workers in Asia, during the COVID-19 crisis. That highlights the need for brands to maintain ethical commitments, despite the crisis. We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com

Overall, it is imperative to build trust and transparency with consumers, as 70 percent are sticking with brands they know and trust during the crisis. Of surveyed consumers, 75 percent consider a trusted brand to be an important purchasing factor. However, younger consumers, particularly Gen Zers and millennials, are more likely to experiment with smaller or lesser-known brands during the crisis.

By Anna Granskog, Libbi Lee, Karl-Hendrik Magnus, and Corinne Sawers

More: McKinsey; About the authors: Anna Granskog is a partner in McKinsey’s Helsinki office, Libbi Lee and Corinne Sawers are associate partners in the London office, and Karl-Hendrik Magnus is a senior partner in the Frankfurt office.