27th November 2008
Growing consumer concern about ethics
According to the latest Ethical Clothing Report from TNS Worldpanel Fashion (a global market information and insight group), 'three quarters of British consumers say ethical considerations are important when making a purchase.' The most dramatic shift in attitudes occurred among young consumers: Last year 60% of under-25s said they bought the clothes they wanted and didn’t care how they were produced; this year only 36% say they do this. When it comes to the factors that matter most, 75% of people say an end to child labour and sweat shops is very important, closely followed by offering producers a fair price (59%).
The same study found that 'over half of consumers are skeptical of ethical claims made by certain retailers and manufacturers.' The message to industry is clear - consumers want greater transparency and fashion retailers to ensure that the rights of those making their clothes are respected rather than more 'greenwash' - let's hope the industry can rise to this challenge.
For more information on the impact and limits of ethical consumerism please see the FEI discussion paper: Ethical Consumerism.
For more information on the damaging impact of Greenwash please see the Futurra Greenwash guide.
Back to news
