INSIGHTS
COTTON INCORPORATED
SUPPLY CHAIN
WHEN DOES SUSTAINABILITY MATTER
Global concern for environmental change is high,
with 86% of consumers saying sustainability concerns
are very real and require a change in our behaviors.
Concern for the environment translates into action as
95% of consumers engage in sustainable practices and
purchasing behaviors, such as recycling and seeking
out sustainable food, appliances, and clothing.
Brands can stand out by connecting with consumers’
desire to “do the right thing” through protecting the
environment with natural product offerings.
KEY INSIGHTS
• Consumers regularly engage in sustainable practices that
are convenient, including their purchase behavior. Brands
who can connect with consumers’ interest in natural
products can set themselves apart while still meeting
traditional purchase drivers.
• Marketers may promote cotton products in line with
consumer motivations to “do the right thing” or “live a
balanced lifestyle.”
• Consumers trust brands to produce sustainable clothing and
see natural fibers as the clearest sign of an item’s sustainability.
TOP ENVIRONMENTAL CONCERN
(by Country)
MOTIVATION FOR SUSTAINABLE ACTIONS
50
%
GERMANY
52
%
CHINA
61
%
MEXICO
45
%
INDIA
49
%
ITALY
38
%
U.S.
AIR POLLUTION
CLIMATE CHANGE
WATER SCARCITY
To protect the world
for my children/
grandchildren/future
generations
Simply because it is
the right thing to do
36
%
U.K.
MEXICO
ITALY
69%
63%
U.S.
U.K.
GERMANY
57%
59%
59%
INDIA
CHINA
To live a more
balanced/healthier
lifestyle
56%
50%
COMMON SUSTAINABLE ACTIONS
86% Recycle cans, bottles, paper, etc.
83% Purchase appliances that conserve energy
80% Use refillable water bottle
80% Use my own bags while shopping
Concern for sustainability influences over three-quarters of consumers when they shop for food and household appliances,
and 61% say it influences their clothing purchases. Consumers connect the ideas of sustainability and naturalness, particularly
when it comes to clothing, seeking items made of natural fibers. Brand trust and image influence consumers’ sustainable
clothing choices and 66% say they blame manufacturers, brands, or stores when clothing is not sustainably produced.
*excludes U.S. consumers
SUSTAINABLE PURCHASES BY CATEGORY
% saying sustainability influences purchase of products
in the following categories
SUSTAINABLE CLOTHING INFLUENCE
% saying the following factors influence their clothing purchase decisions
BLAME FOR NON-SUSTAINABLE APPAREL
% holding the following entities responsible for a piece of clothing that
was produced in a non-environmentally friendly way*
100% COTTON
52
%
ORGANIC
47
%
NATURAL
56
%
DURABLE OR
LONG LASTING
45
%
POOR QUALITY 15
%
LESS STYLISH 21
%
HARD TO CARE FOR 22
%
MANUFACTURER
36
%
BRAND
18
%
MYSELF
14
%
STORE
11
%
LESS IRRITATING
TO SKIN
44
%
HIGH QUALITY
44
%
WHAT MAKES CLOTHING
SUSTAINABLE?
TOP ANSWERS
INFREQUENT ANSWERS
77%
76%
66%
65%
62%
61%
59%
54%
52%
61%
U.K.
NATURAL
FIBERS
BRAND
TRUST
SUSTAINABLE
BRAND
MADE IN
HOME COUNTRY
75
%
71
%
61
%
59
%
Sources: Cotton Council International & Cotton Incorporated 2017 Global Environment Survey – survey of 7,365 women & men, ages 18-60 in the U.S., U.K., India,
China, Mexico, Germany, and Italy who have involvement in clothes shopping. Cotton Council International & Cotton Incorporated 2016 Global Lifestyle Monitor –
survey of 6,000 women & men, ages 15-54 in the U.K., India, China, Mexico, Germany, and Italy.
LEARN MORE about Sustainable
Cotton Innovations at
http://cottontoday.cottoninc.com