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CONSUMER SURVEY REPORT DECEMBER 2020 A survey of EU consumer attitudes to sustainability and supply chain transparency in the fashion industry.


FASHION REVOLUTION | CONSUMER SURVEY REPORT

2

CONTENTS 03

Introduction

32

Q6 - What information fashion

04

Quick Key Findings

brands make available

33 Results 05

Q1 - Considering social and

environmental impact

36

Reflections

06 Results

37

Q7 - Supply chain transparency

07

38 Results

Reflections

39 08

Q2 - What specific issues consumers

find important

Reflections

40 Conclusions

09 Results

40

Recommendations for fashion brands

13

41

Recommendations for governments

41

Recommendations for citizens

Reflections

14

Q3 - What information people want to

know about their clothes

15 Results 18

Reflections

20

Q4 - Addressing sustainable

development issues

21 Results 23

Reflections

25

Q5 - The role of government & policy

26 Results 30

Reflections

42 Credits


FASHION REVOLUTION | CONSUMER SURVEY REPORT

3

ABOUT THIS REPORT Fashion Revolution commissioned a survey of 5,000 people aged 1675 in the five largest European markets, including Germany, France, Italy, Spain and the United Kingdom, to find out how supply chain transparency and sustainability impacts EU consumers’ purchasing decisions when shopping for clothing, accessories and shoes.

16 - 75

5000

AGES

RESPONDENTS

We conducted our first ever consumer survey in 2018 among 5,000* people aged 16-75 in the five largest European markets – Germany, France, Italy, Spain and the UK. The research aimed to discover what information consumers would like fashion brands to share when it comes to social and environmental impacts and to better understand what roles consumers think that governments and laws should play in ensuring clothing is sustainably produced. Results showed that consumers were deeply concerned and wanted fashion brands and governments to step up their efforts to protect the environment and tackle social challenges along global supply chains.

* The exact base was 5,509 respondents in 2018.

05 COUNTRIES

In August 2020, a follow-up survey was carried out with the same number of respondents† in the same countries to learn about their shopping behaviour in the last twelve months and current views on some of fashion’s most pressing social and environmental issues. The findings show that concerns about social and environmental issues in the fashion industry have grown among consumers in all five countries. This report presents the full survey results and detailed analysis by country, age, gender and income. For a summary of key findings, please see here.

The exact base was 5,446 respondents in 2020.


FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 1 Which, if any, of the statements below do you consider to be important when choosing the products for you and your family?

It is important to me that the clothing (including shoes and accessories) I buy… • • • • • • • • •

are produced in a way that is not harmful to the environment are produced in safe working conditions are produced without using forced labour are produced without harming animals are produced without using harmful chemicals for the consumer use materials that are produced organically are grown and are made by workers paid a fair, living wage use recycled materials are produced locally

4


5

Q1: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

45% of people said it’s important that the clothing they buy is produced without using child labour.

45%

COUNTRY

UK

GENDER

39% 39%

47%

DE

IT

47%

IT

40%

ES

48%

F

42%

M

40%

25 - 34 35 - 44

21%

FR

DE

16 - 24

AGE

UK

46%

FR

ES

45% 44%

51% 37%

39%

F M

35%

16 - 24

37%

25 - 34

35%

35 - 44

36%

45 - 54

47%

45 - 54

38%

55 - 75

47%

55 - 75

38%

UP TO €18K / £19.9K INCOME

37% of people said it’s important that the clothing they buy is produced without using harmful chemicals for the consumer.

€18K - €36K / £20K - 34.9K

42% 45%

UP TO €18K / £19.9K

36%

€18K - €36K / £20K - 34.9K

36%

€36K - €60K / £35K - £54.9K

46%

€36K - €60K / £35K - £54.9K

€60K+ / £55K+

46%

€60K+ / £55K+

41% 36%


6

Q1: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

33% of people said it’s important that the clothing they buy is made by workers paid a fair, living wage.

33% of people said it’s important that the clothing (including shoes & accessories) they buy is produced in a way that is not harmful to the environment.

43%

GENDER

COUNTRY

UK

29%

FR

31%

DE

28%

IT

DE

31%

F

34%

F

32%

45 - 54 55 - 75

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

28%

M

16 - 24

27%

35 - 44

41%

IT ES

25 - 34 AGE

32%

33%

16 - 24

INCOME

FR

ES

M

33%

UK

32% 34% 31% 37%

30%

36% 37%

34%

31%

25 - 34

32%

35 - 44

33%

45 - 54

35%

55 - 75

35%

UP TO €18K / £19,9K

33%

32%

€18K to €36K / £20K - 34.9K €36K to €60K / £35K - £54.9K €60K+ / £55K+

31% 34% 35% 36%


7

Q1: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

29% of people said it’s important that the clothing they buy is produced without harming animals.

22% of people said it’s important that the clothing they buy is produced in safe working conditions.

33%

COUNTRY

UK

29%

FR DE

DE

29%

GENDER

34%

F

24%

AGE

18% 24%

F

24%

33%

20%

16 - 24

20% 20%

31%

25 - 34

35 - 44

31%

35 - 44

55 - 75

17%

ES

25 - 34

45 - 54

16%

M

16 - 24

INCOME

IT

32%

ES

M

FR

22%

IT

34%

UK

25%

45 - 54

27%

55 - 75

23% 20% 24%

21%

UP TO €18K / £19,9K

30%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

29%

€18K - €36K / £20K - 34.9K

23%

€36K - €60K / £35K - £54.9K

23%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

26% 30%

€60K+ / £55K+

20%


8

Q1: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

14% of people said it’s important that the clothing they buy is produced locally.

COUNTRY

UK

11% of people said it’s important that the clothing they buy uses recycled materials.

11% 17%

FR

IT

10% 18%

GENDER

ES

F

16 - 24

AGE

25 - 34 35 - 44 45 - 54

INCOME

55 - 75

DE

8%

IT

8% 12%

ES

10%

F

11% 17%

M

11%

FR

14%

DE

15%

UK

12%

M

9% 15% 13%

16 - 24

14%

25 - 34

14% 12%

35 - 44

15%

9%

45 - 54

16%

55 - 75

7%

12%

UP TO €18K / £19,9K

14%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

14%

€18K - €36K / £20K - 34.9K

11%

€36K - €60K / £35K - £54.9K

9%

€36K- €60K / £35K - £54.9K €60K+ / £55K+

16% 12%

€60K+ / £55K+

14%


9

Q1: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

GENDER

COUNTRY

9% of people said it’s important that the clothing they buy is made from materials that have been produced organically.

UK

7%

FR

7% 12%

DE IT

10%

ES

9%

F

9%

M

9%

16 - 24

INCOME

AGE

25 - 34

11% 10% 11%

35 - 44 45 - 54

7%

55 - 75

8%

UP TO €18K / £19,9K

9%

€18K - €36K / £20K - 34.9K

9%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

8% 14%


FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 2 To what extent, if at all, do you agree or disagree with the following statements?

When choosing a clothing brand to buy from, it is important for brands to... • • • • • • •

Have ethical certifications Have sustainability certifications Publish their social and environmental policies Share detailed information about wages and working conditions of the people in their supply chain Share detailed information about the environmental impacts of their products Provide detailed information about product care and repair Provide a service to take back unwanted clothes for reuse or recycling

10


11

Q2: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

72% of people agreed that it’s important for brands to have ethical certifications.

75%

COUNTRY

UK

71%

FR

DE

71%

DE

82%

IT

80%

GENDER

M

69%

AGE

16 - 24

74%

ES

M

16 - 24

71%

25 - 34

73%

25 - 34

35 - 44

73%

35 - 44

45 - 54

72%

45 - 54

55 - 75

71%

55 - 75

UP TO €18K / £19,9K

73%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

72%

€18K - €36K / £20K - 34.9K

€36K - €60K / £35K - £54.9K €60K+ / £55K+

74% 75%

77% 87%

IT

F

75%

F

78%

UK

FR

ES

INCOME

80% of people agreed that it’s important for brands to have sustainability certifications.

€36K - €60K / £35K - £54.9K €60K+ / £55K+

82%

80% 79%

78% 80% 79% 80% 81%

81% 80% 81% 76%


12

Q2: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

75% of people agreed that it’s important for brands to publish their social and environmental policies.

COUNTRY

UK

70% of people agreed that it’s important for brands to share detailed information about wages and working conditions for the people in the supply chain.

73%

FR

71%

FR

DE

71%

DE

79%

IT

GENDER

M

16 - 24

73%

AGE

M

16 - 24

76% 78%

45 - 54

74%

45 - 54

€18K - €36K / £20K - 34.9K €36K- €60K / £35K - £54.9K €60K+ / £55K+

55 - 75

77% 74% 76% 74%

75%

72% 69%

71%

70%

35 - 44

UP TO €18K / £19,9K

71%

70%

75%

73%

69%

25 - 34

35 - 44

55 - 75

63%

ES

F

77%

25 - 34

INCOME

IT

80%

ES

F

73%

UK

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

72% 70%

72% 70% 71% 70%


13

Q2: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

78% of people agreed that it’s important for brands to share detailed information about their products environmental impacts.

COUNTRY

UK

76% 75%

FR

DE

75%

DE

85%

IT

81%

GENDER

M

16 - 24

AGE

25 - 34 35 - 44

82%

ES

82%

77%

M

16 - 24

78% 80% 79%

77%

78%

55 - 75

€60K+ / £55K+

78% 80% 79%

75%

35 - 44

55 - 75

79%

77%

77%

45 - 54

€36K - €60K / £35K - £54.9K

81%

25 - 34

78%

€18K - €36K / £20K - 34.9K

75%

IT

45 - 54

UP TO €18K / £19,9K

74%

F

80%

F

81%

UK

FR

ES

INCOME

79% of people agreed that it’s important for brands to provide detailed information about product care and repair.

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

79% 82%

80% 78% 81% 79%


Q2: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

71% of people agreed that it’s important for brands to provide a service to take back unwanted clothes for reuse or recycling.

73%

AGE

GENDER

COUNTRY

UK FR

67%

DE

67%

IT

75%

ES

75%

F

75%

M

16 - 24

75%

25 - 34

75%

35 - 44

71%

45 - 54

71%

55 - 75

UP TO €18K / £19,9K INCOME

68%

€18K - €36K / £20K - 34.9K

68%

74% 71%

€36K- €60K / £35K - £54.9K

69%

€60K+ / £55K+

69%

14


FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 3 Which, if any, of the following apply to you?

When it comes to clothing, I... • • • • • • • • • • •

Wear clothes for at least a few years Pass on unwanted clothes to someone else to use Wash clothes only when dirty Wear clothes until they fall apart Wash clothes at 30C or lower Repair clothes if they are damaged Recycle their clothes Always wash their clothes after one wear Avoid buying new clothes Only wear clothes that are ‘in fashion’ Would never be seen wearing an item more than once

15


16

Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

62% of people say they wear clothes for at least a few years.

71%

COUNTRY

UK

70%

FR

DE

68%

DE

IT

39% 65%

GENDER

M

16 - 24

AGE

25 - 34 35 - 44

51%

ES

59%

59%

M

16 - 24

54% 59% 59%

55%

68%

55 - 75

€60K+ / £55K+

61% 66% 68%

52%

35 - 44

55 - 75

58%

44%

51%

45 - 54

€36K - €60K / £35K - £54.9K

62%

25 - 34

65%

€18K - €36K / £20K - 34.9K

46%

IT

45 - 54

UP TO €18K / £19,9K

57%

F

66%

F

52%

UK

FR

ES

INCOME

53% of people say they pass on their unwanted clothes for someone else to use.

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

55% 52%

51% 53% 53% 56%


17

Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

48% of people say they wash clothes only when they are dirty.

53%

AGE

GENDER

COUNTRY

UK

48%

UK

FR

43%

FR

47%

DE

50%

DE

36%

IT

41%

IT

53%

ES

54%

ES

53%

F

48%

F

47%

M

48%

M

48%

16 - 24

45%

16 - 24

44%

25 - 34

47%

25 - 34

52%

35 - 44

48%

35 - 44

51%

45 - 54

49%

45 - 54

48%

55 - 75

UP TO €18K / £19,9K INCOME

48% of people say they wear clothes until they fall apart.

€18K - €36K / £20K - 34.9K

50%

55 - 75

48% 47%

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K

44%

51% 48%

€36K- €60K / £35K - £54.9K

50%

€36K- €60K / £35K - £54.9K

46%

€60K+ / £55K+

48%

€60K+ / £55K+

39%


18

Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

40% of people say they wash clothes at 30oC or lower.

43%

COUNTRY

UK

DE

41%

GENDER

16 - 24

AGE

35 - 44 45 - 54

INCOME

M

16 - 24

25%

25 - 34

25 - 34

38% 44%

35 - 44

42%

47%

37% 41% 39% 40% 40%

45%

55 - 75

UP TO €18K / £19,9K

40%

UP TO €18K / £19,9K

41%

32%

45 - 54

55 - 75

€18K - €36K / £20K - 34.9K

43%

F

35%

M

46%

ES

45%

F

30%

IT

43%

ES

37%

FR

32%

IT

42%

UK

42%

FR DE

40% of people say they repair clothes if they are damaged.

€18K - €36K / £20K - 34.9K

41% 39%

€36K - €60K / £35K - £54.9K

42%

€36K - €60K / £35K - £54.9K

38%

€60K+ / £55K+

41%

€60K+ / £55K+

38%


19

Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

37% of people say they recycle their clothes.

17% of people say they wash clothes every time after wearing them.

52%

COUNTRY

UK FR DE

34%

DE

35%

GENDER

32%

M

16 - 24

29%

16 - 24

AGE

35 - 44 45 - 54 55 - 75

UP TO €18K / £19,9K INCOME

F

M

25 - 34

€18K - €36K / £20K - 34.9K €36K- €60K / £35K - £54.9K €60K+ / £55K+

13%

ES

42%

F

25%

IT

38%

ES

14%

FR

27%

IT

UK

36%

25 - 34

37% 38% 41%

37% 40% 37%

16%

19% 16%

19% 16%

35 - 44

18%

45 - 54

18%

55 - 75

36%

19%

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K- €60K / £35K - £54.9K €60K+ / £55K+

17%

16% 18% 17% 18%


20

Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

16% of people say they avoid buying new clothes.

18%

COUNTRY

UK

21%

FR

15%

DE IT

9% 14%

AGE

GENDER

ES

16%

F

15%

M

UK

4%

FR

4%

DE

4%

IT

3%

ES

3%

F

3%

19%

16 - 24

25 - 34

19%

25 - 34

15%

35 - 44

12%

55 - 75

14%

20%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

15% 13% 14%

8% 5%

35 - 44

3%

45 - 54

3%

55 - 75

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K

4%

M

16 - 24

45 - 54

INCOME

4% of people say they only wear clothes that are in fashion.

2%

UP TO €18K / £19,9K

3%

€18K - €36K / £20K - 34.9K

3%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

4% 7%


Q3: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

2% of people say they would never be seen wearing an item more than once.

2%

GENDER

COUNTRY

UK FR

1% 4%

DE IT

2%

ES

2%

F

2%

M

2%

16 - 24

5% 4%

INCOME

AGE

25 - 34

2%

35 - 44 45 - 54

1%

55 - 75

1%

UP TO €18K / £19,9K

2%

€18K - €36K / £20K - 34.9K

2%

€36K- €60K / £35K - £54.9K

2%

€60K+ / £55K+

3%

21


FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 4 When purchasing clothing items in the last 12 months (this could be online or in store), which, if any, of the following have you done?

I have tried to purchase clothing items that are... • • • • • • • •

at a reduced price in a sale designed for durability made in an environmentally sustainable way made in a socially responsible way certified as Fair Trade second-hand rather than new clothing certified as Organic made from recycled materials

or

I have not purchased any clothing at all

22


23

Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

39% of people have tried to purchase clothing at a reduced price in a sale.

36%

COUNTRY

UK

32% 49%

IT

41%

GENDER

ES

M

35%

16 - 24

AGE

44%

55 - 75

INCOME

32%

IT

28%

F

31%

M

31%

45 - 54

35%

UP TO €18K / £19,9K

33%

35 - 44

38%

45 - 54

DE

25 - 34

39%

35 - 44

33%

16 - 24

41%

25 - 34

FR

ES

42%

F

30%

UK

37%

FR DE

31% of people have tried to purchase clothing that is designed for durability.

55 - 75

37%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

39%

€18K - €36K / £20K - 34.9K

€36K - €60K / £35K - £54.9K

39%

€36K - €60K / £35K - £54.9K

€60K+ / £55K+

36%

€60K+ / £55K+

30% 29% 34% 32% 34%

27% 31% 36% 37%


24

Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

21% of people have tried to purchase clothing that is made in an environmentally sustainable way.

24%

COUNTRY

UK FR

F

19%

M

M

22%

25 - 34

21%

35 - 44

13% 21% 18% 22%

21% 18%

16 - 24

27%

25 - 34 AGE

ES

22%

16 - 24

INCOME

IT

24%

F

55 - 75

DE

21%

ES

GENDER

FR

19%

IT

23%

UK

15%

DE

45 - 54

19% of people have tried to purchase clothing that is made in a socially responsible way.

35 - 44

17%

45 - 54

18%

55 - 75

24% 18% 21% 19% 18%

UP TO €18K / £19,9K

19%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

19%

€18K - €36K / £20K - 34.9K

20%

€36K- €60K / £35K - £54.9K

20%

€36K- €60K / £35K - £54.9K €60K+ / £55K+

24% 26%

€60K+ / £55K+

18%

25%


25

Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

COUNTRY

18% of people have tried not to purchase clothing where they have concerns about the environmental impact.

UK

18%

UK

FR

18%

FR

20%

DE IT

IT

23%

GENDER

M

M

19%

35 - 44

14%

55 - 75

45 - 54

16%

UP TO €18K / £19,9K

55 - 75

15%

UP TO €18K / £19,9K

€18K - €36K / £20K - 34.9K

19%

€18K - €36K / £20K - 34.9K

€36K - €60K / £35K - £54.9K

19%

€36K - €60K / £35K - £54.9K

€60K+ / £55K+

17% 11% 17%

15% 16%

19% 18%

25 - 34

24%

35 - 44

15%

16 - 24

19%

25 - 34 AGE

F

17%

16 - 24

45 - 54

ES

19%

F

19%

DE

11%

ES

INCOME

16% of people have tried not to purchase clothing where they have concerns about the items’ impact on society.

23%

€60K+ / £55K+

15% 17% 12%

15% 16% 17% 20%


26

Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

16% of people have tried to purchase clothing that is certified as Fair Trade.

20%

GENDER

COUNTRY

UK FR

21% 14%

ES

F

15%

F

16%

AGE

18%

25 - 34

35 - 44

18%

35 - 44

16%

€36K- €60K / £35K - £54.9K €60K+ / £55K+

45 - 54

13%

€18K - €36K / £20K - 34.9K

20% 10%

16 - 24

17%

UP TO €18K / £19,9K

8%

M

25 - 34

55 - 75

10%

IT

15%

45 - 54

15%

DE

ES

M

18%

FR

DE IT

21%

UK

8%

16 - 24

INCOME

14% of people have tried to purchase second-hand clothing rather than new clothing.

55 - 75

14%

23% 17% 15% 12% 10%

UP TO €18K / £19,9K

15% 21% 22%

16%

€18K - €36K / £20K - 34.9K

14%

€36K- €60K / £35K - £54.9K

14%

€60K+ / £55K+

19%


27

Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

11% of people have tried to purchase clothing that is certified as Organic.

9%

AGE

GENDER

COUNTRY

UK FR

13% 11%

IT

FR

6%

DE

6% 10%

IT

ES

12%

ES

F

12%

F

9%

M

10%

UK

8%

DE

8%

9% 7%

M

16 - 24

14%

16 - 24

25 - 34

14%

25 - 34

9%

35 - 44

11%

13%

35 - 44 45 - 54 55 - 75

INCOME

8% of people have tried to purchase clothing that is made from recycled materials.

7%

45 - 54

8%

55 - 75

10%

6% 5%

UP TO €18K / £19,9K

9%

UP TO €18K / £19,9K

8%

€18K - €36K / £20K - 34.9K

10%

€18K - €36K / £20K - 34.9K

8%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

11% 16%

€36K - €60K / £35K - £54.9K €60K+ / £55K+

6% 14%


Q4: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

9% of people have not purchased any clothing in the past 12 months.

10%

COUNTRY

UK

13%

FR

8%

DE

7%

IT

8%

GENDER

ES

F

9%

M

10%

16 - 24

5%

AGE

25 - 34

9%

35 - 44

8%

45 - 54

8%

55 - 75

13%

14%

INCOME

UP TO €18K / £19,9K

8%

€18K - €36K / £20K - 34.9K

6%

€36K- €60K / £35K - £54.9K €60K+ / £55K+

3%

28


FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 5 To what extent, if at all, do you agree or disagree with the following statements?

I feel the Government... • •

has a role to play in ensuring clothing (including shoes and accessories) is sustainably produced. should make it easier to purchase clothing produced in a sustainable way.

I feel fashion brands should... • • • • • • • •

be required by law to respect the human rights of everybody involved in making their products. be required by law to protect the environment at every stage of making and selling their products. be required by law to provide information about the social impacts of their business. be required by law to provide information about the environmental impacts of their business. be required by law to say if they are paying the workers who make their products a fair, living wage. do more to improve the lives of women making their clothes, shoes or accessories publish which factories are used to manufacture their clothes. publish which suppliers they use to source the fabrics and raw materials used in their clothing.

29


30

Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

GENDER

COUNTRY

70% of people agreed that the government has a role to play in ensuring clothing (including shoes and accessories) is sustainably produced.

UK

72%

UK

FR

73%

FR

DE

56%

DE

76%

IT

73%

ES

F

73%

F

M

AGE

72% 71% 64% 78%

IT

ES

67%

16 - 24

M

16 - 24

70%

70%

75% 67%

71%

25 - 34

71%

25 - 34

73%

35 - 44

71%

35 - 44

73%

45 - 54

67%

55 - 75

INCOME

71% of people agreed that the government should make it easier to purchase clothing produced in a sustainable way.

71%

45 - 54

70%

55 - 75

70%

UP TO €18K / £19,9K

70%

UP TO €18K / £19,9K

72%

€18K - €36K / £20K - 34.9K

70%

€18K - €36K / £20K - 34.9K

72%

€36K - €60K / £35K - £54.9K

70%

€36K - €60K / £35K - £54.9K

72%

€60K+ / £55K+

75%

€60K+ / £55K+

70%


31

Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

79% of people agreed that fashion brands should be required by law to respect the human rights of everybody involved in making their products.

82%

COUNTRY

UK

AGE

GENDER

ES

F

85% 77%

82%

76%

16 - 24

25 - 34

79%

25 - 34

35 - 44

81%

35 - 44

€36K- €60K / £35K - £54.9K €60K+ / £55K+

75%

79%

F

16 - 24

€18K - €36K / £20K - 34.9K

84%

ES

M

UP TO €18K / £19,9K

68%

IT

76%

55 - 75

INCOME

DE

M

45 - 54

78%

FR

73%

IT

77%

UK

79%

FR DE

76% of people agreed that fashion brands should be required by law to protect the environment at every stage of making and selling their products.

78%

74%

72%

45 - 54

81%

55 - 75

78% 79% 82% 84%

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K- €60K / £35K - £54.9K €60K+ / £55K+

76% 78% 76% 78%

75% 77% 80% 79%


32

Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

75% of people agreed that fashion brands should be required by law to say if they are paying the workers who make their products a fair, living wage.

80%

COUNTRY

UK

75%

FR DE

76% 73%

GENDER AGE

M

72%

M

16 - 24

25 - 34

73%

25 - 34

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

79% 74%

75% 73% 77%

74%

78% 77%

71%

74% 72%

35 - 44

76%

45 - 54

74%

55 - 75

UP TO €18K / £19,9K

75%

79%

F

73%

55 - 75

68%

IT

16 - 24

35 - 44

76%

ES

77%

F

45 - 54

INCOME

DE

IT

77%

UK FR

68%

ES

75% of people agreed that fashion brands should do more to improve the lives of the women making their clothes, shoes or accessories.

€18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

77%

74% 74% 78% 77%


33

Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

75% of people agreed that fashion brands should be required by law to provide information about the environmental impacts of their business.

77%

COUNTRY

UK

75%

FR DE

67%

GENDER

ES

M

16 - 24

AGE

25 - 34 35 - 44 45 - 54 55 - 75

UP TO €18K / £19,9K INCOME

DE

80% 75%

€18K - €36K / £20K - 34.9K €36K- €60K / £35K - £54.9K

75% 70% 79%

IT

72%

ES

77%

F

73%

UK FR

IT

€60K+ / £55K+

74% of people agreed that fashion brands should publish which factories are used to manufacture their clothes.

72%

M

16 - 24

72% 73%

25 - 34

77% 74%

35 - 44 45 - 54

76%

74%

55 - 75

UP TO €18K / £19,9K

75% 78% 75%

77%

F

71%

68% 72% 76% 72% 77%

73%

€18K - €36K / £20K - 34.9K

74%

€36K- €60K / £35K - £54.9K

77%

€60K+ / £55K+

77%


34

Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

73% of people agreed that fashion brands should publish which suppliers they use to source the fabrics and raw materials used in their clothing.

72%

COUNTRY

UK

DE

68% 78% 72%

GENDER

M

16 - 24

69%

AGE

35 - 44 45 - 54 55 - 75

INCOME

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

77%

IT

74%

75%

F M

69%

16 - 24

68%

25 - 34

65%

ES

76%

F

71%

FR DE

IT ES

72%

UK

75%

FR

72% of people agreed that fashion brands should be required by law to provide information about the social impacts of their business.

70%

25 - 34

72% 75% 73% 74%

71% 74% 76% 74%

35 - 44

71% 74%

45 - 54

72%

55 - 75

72%

UP TO €18K / £19,9K

73%

€18K - €36K / £20K - 34.9K

73%

€36K - €60K / £35K - £54.9K

73%

€60K+ / £55K+

71%


Q5: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

QUESTION 6 To what extent, if at all, do you agree or disagree with the following statements?

When it comes to clothing, I... • • • •

would like to know how my clothes were manufactured am interested in learning about what environmental policies fashion brands have in place am interested in learning about what fashion brands do to maintain or improve diversity and inclusion within their business am interested in learning about what fashion brands do to reduce their waste

35


36

Q6: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

69% of people would like to know how their clothes were manufactured.

COUNTRY

UK FR DE IT

66%

GENDER AGE

DE

65% 74%

73%

ES

69%

F

69%

M

16 - 24

65%

16 - 24

55 - 75

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

72% 70% 65%

67% 69% 70% 72%

63%

66% 72%

25 - 34

67%

35 - 44 45 - 54

69%

61% 70%

65%

45 - 54

67%

IT

M

35 - 44

63%

FR

68%

F

25 - 34

INCOME

UK

69%

ES

66% of people are interested in learning about what environmental policies fashion brands have in place.

55 - 75

UP TO €18K / £19,9K €18K - €36K / £20K - 34.9K €36K - €60K / £35K - £54.9K €60K+ / £55K+

61% 65%

64% 66% 70% 72%


37

Q6: RESULTS

FASHION REVOLUTION | CONSUMER SURVEY REPORT

61% of people are interested in learning about what fashion brands do to maintain or improve diversity and inclusion within their business.

COUNTRY

UK

69% of people are interested in learning about what fashion brands do to reduce their waste.

58%

FR

57%

FR

DE

57%

DE

63%

IT

69%

GENDER

ES

65%

F M

56%

64% 66%

AGE

25 - 34

INCOME

74%

ES

74%

60%

16 - 24

58%

55 - 75

€36K- €60K / £35K - £54.9K €60K+ / £55K+

63% 64%

68% 71% 73%

35 - 44

55 - 75

60%

63%

25 - 34

45 - 54

61%

73%

F

57%

€18K - €36K / £20K - 34.9K

58%

IT

45 - 54

UP TO €18K / £19,9K

68%

M

16 - 24

35 - 44

65%

UK

UP TO €18K / £19,9K

63% 65%

70%

€18K - €36K / £20K - 34.9K

68%

€36K- €60K / £35K - £54.9K

67%

€60K+ / £55K+

72%


FASHION REVOLUTION | CONSUMER SURVEY REPORT

CREDITS This survey was conducted as part of an end line study in the ‘Trade Fair, Live Fair’ project 2017-2020, which is funded by the European Commission and brings together 31 partners from the Fair Trade community across Europe, including Fashion Revolution, Fairtrade International, Fairtrade Foundation, World Fair Trade Organisation, Fair Trade Advocacy Office, among others. Together, we are undertaking a wide range of awareness raising and public mobilisation actions to reach out to 49 million EU citizens: The overall aim is to directly contribute to meeting target 12.8 of the SDGs framework: “ensure that, by 2030, people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature”. This survey was conducted by Ipsos MORI on the behalf of Fashion Revolution in August 2020. The data was collated and analysed by Sienna Somers, Policy and Research Coordinator. The report was written by Sarah Ditty, Global Policy Director, and designed by Emily Sear, Head of Design, and Maria Maleh, Junior Designer at Fashion Revolution. www.fashionrevolution.org © Fashion Revolution CIC 2020. All rights reserved. This document is not to be copied or adapted without permission from Fashion Revolution CIC.

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