Sustainable fashion is the latest buzzword dominating the news cycle. 88% of millennials and Gen Z prefer to buy brands committed to sustainability. Nearly two-thirds of them are willing to pay a premium for sustainable goods over standard products.
That’s the findings of researchers from the University of Georgia, who analyzed several topical studies released in the past five years.
Millennials are the most willing to pay a higher price if the clothing is sustainable. At the same time, baby boomers appear to be the least willing to fork out the extra dough.
The Rise of Sustainable Fashion
Historically, trends drive the fashion industry. Since fashion products have a short life cycle, the industry may seem incongruent with sustainability. However, as consumers’ environmental concerns grow, more shoppers favor keeping wardrobe staples instead of subscribing to ever-changing trends. As consumers demand brand accountability, the fashion industry is shifting towards sustainability.
“Sustainability” in fashion can refer to the industry’s overall environmental impact, acts of animal cruelty, and fair trade. Eco-friendly fabrics remain the cornerstone of sustainable clothing, with more consumers than ever favoring natural or organic materials.
Wool, linen, and cotton are among the most sought-after sustainable fabrics. Brands and manufacturers can cultivate and harvest these materials without poisonous pesticides and chemicals. Their biodegradability is fundamental in mitigating consumers’ environmental concerns, as their utilization reduces overall landfill waste.
The Cost of Ecofriendly Fashion
Tackling consumers’ primary ecological fears comes with a price tag. Eco-conscious and sustainable wardrobe mainstays often cost more than their less eco-friendly counterparts. Amid high costs across industries, consumers remain between a rock and a hard place, forced to choose between affordability and sustainability.
Cotton costs 25% more than polyester. Certified organic cotton, which is less detrimental to the planet than traditional cotton, can cost shoppers nearly 30% more than traditionally farmed cotton clothing. The rates of such materials mean dresses, jeans, or t-shirts made of environmentally friendly fabrics cost much more.
A women’s white Global Organic Textile Standard (GOTS) certified organic cotton tee costs an estimated $36, while a similar shirt made of organic cotton (no mention of GOTS) costs around $30. The most affordable option, a basic t-shirt made of non-organic cotton at fast-fashion stores like UNIQLO, costs just under $15.
Which Generation Is Willing To Pay
Millennials are most willing to shell out more in exchange for sustainable products or services. About 42% express such willingness, and an estimated 39% of Generation Z feel similarly.
Meanwhile, 31% of Generation X are willing to pay more for sustainable fashion, while only 26% of baby boomers admit they would pay more for increased sustainability.
A McKinsey study echoes the same pattern. When comparing different customer demographics, nearly half of millennials (48%) and 49% of Generation Z claim they are willing to pay more for environmentally friendly products — brands that boast low or no pollution, recyclable materials, or reduced packaging. Comparatively, only 23% of Generation X and 16% of baby boomers express the same sentiment.
Motivation
According to millennial Amanda Kay of Wealth of Geeks, “Fast fashion used to be my go-to because it was cheap and convenient, but I’ve realized it is not. The environmental and ethical costs aren’t worth it, and replacing damaged clothes costs me more in the long run. Investing a bit more in sustainable fashion means I’m getting quality clothes and am not contributing to the harmful cycle of disposable fashion.”
Millennials and Gen Z’s leading reasons for purchasing sustainable clothing include collective global concerns regarding climate change and ecological conservation. Conversely, the same generations express interest in secondhand shopping or purchasing longer-lasting, higher-quality items rather than continually replacing cheaper, low-quality pieces. Millennials admit they also prioritize money-saving moves more than Generation Z. Gen Z cites ethical reasons as catalysts in consumer spending at a higher rate than millennials, though finances are still a primary factor for Generation Z.
Consumer Behaviors and Desires
Do consumers’ desires profoundly influence purchasing behaviors? Realistically, multiple barriers deter young Americans from purchasing sustainable clothing, including cost, style, and accessibility.
Despite the generations’ willingness to accept higher costs in exchange for sustainability, many consumers within this age group claim they have never purchased sustainable clothing. Gen Z’s reasons for this aversion include not knowing what “sustainable” clothing is or where to shop to find it (15.6%), cost-prohibitive pricing (11%), and claims that terms like “sustainability” and other eco-friendly designations are gimmicky (7.6%).
These responses raise questions for sustainable clothing brands. Potential customers must have access to reliable brand information, understand the significance of frequently used buzzwords found on packaging and advertisem*nts, and recognize individual brands’ commitments to conservation.
Some brands — Pact, Quince, Everlane, Warp, and Weft — are known for their sustainable and quality clothing. These brands offer eco-friendly cashmere, workwear basics, and denim.
In response to rising consumer demand, household names like Levi’s and fast-fashion brands like H&M are launching environmentally friendly programs. H&M’s Conscious Collection contains products comprised of at least 50% or more sustainable materials, like organic cotton or recycled polyester.
This article was produced by Media Decision and syndicated by Wealth of Geeks.
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