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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