Consumers are demanding more accountability from brands before they buy

New research from sustainable fashion platform and communications agency Eco Age reveals a rise in “conscious consumers” who are demanding more accountability from brands before they buy from them_ with shoppers even “willing to sacrifice cash for questions”.

A poll conducted this month_ with more than 750 respondents from Eco Age_s global community_ found that nine in ten respondents (90 percent) said they would boycott a company associated with unfair treatment of workers or environmentally damaging practices.

While 81 percent added that they are doing homework on brands before shopping and investigating whether a fashion chain is actually keeping its ethical_ sustainability and environmental promises_ with only 4 percent stating that they would continue shopping with a brand or retailer after a scandal.

When it came to concerns_ ethical production of clothing was the most important consideration for 28 percent of respondents_ more than double the 13 percent who were most concerned with the cost of items.

In addition_ durability and repair now outrank trend and price_ with over half (54 percent) stating that they most valued durability_ while 54 percent said they buy second-hand or repaired clothing much more often than they did ten years ago. 

John Higginson_ chief executive of Eco Age_ said in a statement: “The data confirms what we are seeing across the industry: people want facts_ not fluff. The era of performative sustainability is ending. Consumers see through vague promises and glossy campaigns. They want credible data_ and proof that change is real.”