U.S. 80%
MEXICO 90%
GERMANY 78%
U.K. 83%
CHINA 93%
INDIA 89%
ITALY 88%
Sustainability in Consumers’
Lives and Wardrobes
COTTON INCORPORATED’S
SUPPLY CHAIN INSIGHTS
Concern for the environment has remained steady since 2017, as nearly
9 in 10 consumers globally (86%) say environmental change is real and
requires a change in our behavior. As in previous survey waves, climate
change tops consumers’ list of environmental concerns, followed by
water quality & scarcity and air pollution.
GLOBAL CONCERN FOR
SUSTAINABILITY
86%
2017
2021 2023
86%
86%
% saying environmental concerns are
real and require a change in behavior
24%
24%
48%
42%
38%
25%
Climate
change/warming,
extreme weather
Water quality,
scarcity,
pollution
Air pollution,
quality
CONCERN FOR SUSTAINABILITY BY COUNTRY
TOP ENVIRONMENTAL CONCERNS
% saying environmental concerns are real and require a change in behavior
(Arrows indicate change from previous waves)
Land pollution,
waste,
deforestation
Resources
population,
food scarcity
Oceans waste,
microplastics,
fishing
While the level of consumer concern with environmental change has
remained steady, this concern is playing a strong role in more consumers’
lives. They show a strong motivation to take sustainable actions such as
recycling cans and bottles, reducing waste, and limiting water usage.
IMPACT OF SUSTAINABILITY
% saying environmental concern plays a
strong role in their daily lives
2021 2023
47%
52%
Recycle cans, bottles, paper
Reduce waste
Purchase energy efficient appliances
Limit water usage
Purchase products with minimal packaging
% who do this regularly
88%
86%
85%
84%
82%
IMPACT BY COUNTRY
% saying environmental concern plays a strong role in their daily lives
(Arrows indicate change from previous waves)
SUSTAINABLE ACTIONS
85%
are motivated to
take sustainable
actions
MEXICO 64%
GERMANY 38%
U.K. 36%
CHINA 64%
INDIA 66%
ITALY 5 4%
U.S. 40%
Sustainability is also playing a bigger role as consumers shop for clothes.
In 2023, 7 in 10 global consumers said sustainability influences their
clothing purchases, up from 61% in 2017. Consumers say they consider
sustainability because it is important to improve the environment and
because sustainable clothing is better for their family’s health. They look
to material, sustainable practices such as recycling, and price to
determine whether an item is sustainable.
SUSTAINABILITY IN
CLOTHING PURCHASES
% saying sustainability has a moderate or
strong influence on clothing purchases
61%
2017
2021 2023
66%
70%
How Consumers Determine Sustainability
Reasons sustainability influences clothing purchases:
Important to do
whatever I can
Important that
products can return
to earth
Better for my
family’s health
48%
42%
49%
Made with natural fibers like cotton
Can be recycled
Price
Made with recycled materials
42%
42%
38%
36%
IMPACT BY COUNTRY
SUSTAINABILITY INFLUENCE BY COUNTRY
% saying sustainability has a moderate or strong influence on clothing purchases
(Arrows indicate change from previous waves)
INDIA
85%
CHINA
74%
ITALY
73%
MEXICO
72%
U.S.
57%
U.K.
62%
GERMANY
66%
42% Rayon/Viscose
42% Lycra/Spandex
41% Polyester
40% Nylon
83% Cotton
78% Wool
73% Silk
71% Hemp
AWARE OF MICROPLASTIC WASTE
27%
2017
2021 2023
45%
45%
% aware
SAFE AND UNSAFE FIBERS FOR ENVIRONMENT
% saying fiber is safe for the environment
AWARENESS BY COUNTRY
% aware
(Arrows indicate change from previous waves)
Microplastic waste in the oceans is a particularly relevant
environmental problem to the textile industry. Microfibers shed
from laundering cotton degrades 95% more in wastewater than
polyester microfibers
2
. These synthetic microfibers become
microplastic waste that infiltrates our oceans. Awareness of
microplastic waste in the oceans has grown tremendously since
2017, with significant gains in all countries surveyed. Moreover,
consumers perceive cotton and other natural fibers to be safer
for the environment than polyester, rayon, and other manmade
fibers.
For More Information Contact: Corporate Strategy & Insights at [email protected]
CCI & Cotton Incorporated’s 2017, 2021, & 2023 Global Sustainability Survey, a survey of 7,000 consumers in China, Germany, India, Italy, Mexico, the U.K., and the U.S.,
1
Marine Pollution Bulletin. (2019). Microfibers Generated from the Laundering of Cotton, Rayon and Polyester Based Fabrics and their Aquatic Biodegradation
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2024 Cotton Incorporated.