The conversation around sustainability in fashion has evolved in recent years. Rather than simply asking if shoppers care, the focus now is on which specific aspects of sustainability matter most to them. Brands are keen to understand these priorities and how they can address them effectively – specially as shoppers become more cautious with their spending. Different groups of shoppers have distinct values, so brands need to understand their customers deeply to know what will resonate.
Kantar's Who Cares? Who Does? report shows that today’s market features diverse sustainability priorities among different shopper demographics. For instance, shoppers under 25 are more likely to value ethical production. They want assurance that the workers who make their clothes are treated fairly, receive living wages and work in safe conditions. In contrast, the 55–64 age group tends to prioritise locally produced items, viewing support for local businesses and a reduced carbon footprint as essential aspects of sustainability.
This generational divide also extends to preferences for how sustainability information is communicated. Digitally savvy shoppers under 25 prefer quick clear insights through labels and QR codes, allowing them to understand the story behind what they’re buying. Meanwhile, shoppers aged 45–54 are more inclined to trust detailed information from websites and in-depth reports. For brands, recognising these differences is crucial, as one-size-fits-all messaging is less likely to succeed.
However, communicating sustainability efforts carries risks, particularly given rising awareness of greenwashing. Consumers are increasingly perceptive and quick to identify exaggerated or misleading environmental claims, making greenwashing a significant factor in purchasing decisions. For example, 26% of H&M shoppers report awareness of greenwashing and it influences how they shop. If this group were to reduce their H&M spending by just 5%, it would result in an £8 million loss—highlighting the importance of authenticity and transparency for brands today.
The volume of firsthand fashion sales has continued to decline, down -2.7% year-on-year as of the 52 weeks leading up to September 15, 2024. Lots of retailers are looking to the rise in second-hand being a contributing factor to this and are feeling the impact. Our data shows that over 50% of shoppers now purchase second-hand clothing, marking a 4-percentage point increase from last year. Zara shoppers who regularly buy second-hand fashion have reduced their Zara spending from £145 to £106 annually. Interestingly, environmental consciousness is not always the primary motivation for purchasing vintage or second-hand clothing—57.1% of shoppers indicated that sustainability is not a key reason for their second-hand purchases, making it more of a happy byproduct. Brands exploring second-hand collaborations should bear this in mind when highlighting benefits.
Looking ahead, the sustainability landscape continues to evolve as new technologies, services and trends emerge. When asked about future shopping behaviours, 22% of shoppers said they’d consider purchasing digital fashion, which involves wearing virtual clothing in online environments instead of physical garments.
To stay relevant, brands must understand the diverse priorities of their customers, from ethical production and local sourcing to the appeal of second-hand and digital fashion. Authenticity and transparency are more important than ever, as shoppers are more selective and increasingly sceptical of greenwashing. As new trends and technologies continue to emerge, brands that genuinely adapt to these evolving demands will be the ones that thrive in the long run.