INSIGHTS
COTTON INCORPORATED
SUPPLY CHAIN
SUSTAINABLE CLOTHING
Somewhat Important Very Important
GERMANY
29%
40%
U.S.
22%
34%
U.K.
17%
38%
ITALY
32%
49%
MEXICO
49%
34%
CHINA
26%
60%
INDIA
60%
29%
KEY INSIGHTS
• Brands can capitalize on consumer perceptions of
natural fibers by emphasizing their quality, durability,
and sustainability.
• Cotton and other natural fibers are clear-cut winners
in consumer perceptions of sustainability.
• Brands have an opportunity to build on emerging
awareness of environmental concerns over synthetic
fibers such as microfiber waste to promote more
sustainable fiber options.
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. While
traditional purchase drivers such as quality, fit, and comfort
are most important, sustainability can be a differentiator to
set a brand apart from others. Achieve this by tapping into
consumer environmental concerns and signaling product
quality and durability.
CLOTHING PURCHASE DRIVERS
IMPORTANCE OF SUSTAINABILITY IN
CLOTHING PURCHASE
Brand name
Country of origin
Laundering instructions
Sustainability
Performance features
Color
Softness
Style
Clothing material
Durability, price
Quality, fit, comfort 91%
89%
86%
82%
81%
80%
75%
74%
72%
62%
56%
100% COTTON
52
%
LESS IRRITATING
TO SKIN
44
%
NATURAL
56
%
DURABLE OR
LONG-LASTING
45
%
ORGANIC
47
%
HIGH QUALITY
44
%
WHAT MAKES CLOTHING SUSTAINABLE?
Very
31%
Essential
13%
Extremely
20%
Somewhat
31%
Not important
4%
HOW IMPORTANT IS FABRIC IN
DETERMINING SUSTAINABILITY?
Safe for Environment Sustainably Produced
91%
63%
45%
10%
46%
9%
53%
8%
87%
51%
COTTON WOOL RAYON NYLON POLYESTER
PERCEPTIONS OF SAFETY AND SUSTAINABILITY
% saying the following fibers are…
TOP FIBER PRODUCTION CONCERNS
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.
Consumers consider fabric a determinate of sustainability, and they look for clothing made from natural fibers such as cotton.
While only 25% of global consumers are aware of environmental issues surrounding synthetic fiber production and use, an
increasing amount of media attention is bringing these to light. Consumers do have significant opinions on which fibers are
safe for the environment, as fewer than 10% believe man-made fibers such as rayon, nylon, and polyester are sustainably
produced.
FABRIC DETERMINES
SUSTAINABILITY
Microfiber waste
in the oceans from
synthetic fibers
Amount of
chemicals to
produce man-
made fibers
Greenhouse gas
emissions as a
result of producing
man-made fibers
Amount of
pesticides to
produce cotton
LEARN MORE about Sustainable
Cotton Innovations at
http://cottontoday.cottoninc.com
CHINAMEXICOU.S.
ITALY
INDIA
U.K.
GERMANY