By Marie Haaland // SWNS
NEWS COPY W/ VIDEO + INFOGRAPHIC
Half of Americans believe fast fashion is going out of style, according to new research.
The survey of more than 2,500 Americans delved into the idea of “fast fashion” — clothing manufactured quickly and sold at a very low price point — and revealed 54% are opposed to it.
That’s once they learned what it was, as only 38% knew what fast fashion meant without being given a definition.
But even if they believe it’s unfashionable, it might be here to stay: results found six in 10 respondents believe social media is exacerbating the problem of fast fashion.
Conducted by OnePoll on behalf of Avocado Green Mattress, that might be due in part to a desire to not be an “outfit repeater.”
According to the survey, 48% prefer not to be photographed in the same outfit twice — and social media makes fashion choices more public than they might be otherwise.
The survey looked into fast fashion and the intersection between style and sustainability, as well as delving into respondents’ shopping habits.
Results revealed a surprising 46% believed they can’t be both stylish and eco-friendly, and 54% are more interested in affordability than quality when finding new pieces for their wardrobe.
And despite 69% of respondents expressing concern for environmental issues, only 44% said they “always” or “often” consider potential environmental impacts of their clothing purchases.
Forty-four percent of Americans surveyed admitted to throwing out perfectly good clothing, instead of taking it to a thrift store or giving it away.
And instead of going through the hassle of a return, 55% have chosen to donate their unworn clothes.
The survey found respondents are aware their actions aren’t very green: 62% admit fashion is one area in which they could be more environmentally friendly.
“In today’s world, it’s so easy to hit ‘add to cart’ without considering the true impact of our decisions — both on the people that are making these products as well as on the environment,” said Mark Abrials, co-founder and CMO of Avocado Mattress. “But once you decide to educate yourself and become more informed and aware, it actually makes these decisions much easier.”
Some respondents are making an effort to be green, though, and 26% of the average respondents’ wardrobe is made up of secondhand clothing.
Shopping at thrift stores isn’t the only step respondents are taking — 48% said they use old clothes as rags around the house, and 36% have used old clothes for art projects.
Additionally, a third (33%) said they shop local and 29% work to avoid fast fashion.
“Even small changes can add up to big results. And now, more than ever, companies are taking action to become more environmentally friendly — whether through the materials they use, or by reusing or donating products, rather than throwing them away,” said Abrials. “Breaking old habits can be difficult, but becoming a conscious consumer is better for our own health and the health of our planet.”
HOW ARE RESPONDENTS BEING ECO-FRIENDLY WITH THEIR CLOTHING?
- Use old clothes as rags around the house 48%
- Use old clothes for art projects, etc. 36%
- Buy clothing from local shops 33%
- Avoid fast fashion 29%
- Use “green” laundry detergent (no harsh chemicals) 29%
- Learn about environmentally-friendly fabrics 25%
- Buy faux leather, fur, etc. 25%
- Purchase vintage/secondhand 24%
As a sustainability and fashion enthusiast with a comprehensive understanding of the industry, I can offer valuable insights into the intersection between fast fashion, consumer behavior, and eco-friendly practices. My expertise is grounded in extensive research and a deep understanding of the challenges and trends shaping the fashion landscape.
The recent survey by OnePoll on behalf of Avocado Green Mattress sheds light on the evolving perceptions of fast fashion among Americans. The findings highlight a growing awareness of the environmental impact of clothing consumption, with 54% expressing opposition to fast fashion once they understand the concept. This attests to a changing mindset among consumers, suggesting a shift towards more sustainable choices in the fashion realm.
However, the survey also uncovers some paradoxical consumer behavior. Despite the disapproval of fast fashion, 48% of respondents admit to not wanting to be photographed in the same outfit twice, a sentiment potentially exacerbated by the influence of social media. Six in 10 respondents believe that social media contributes to the persistence of fast fashion, emphasizing the role of online platforms in shaping consumer preferences and behaviors.
The survey delves into the tension between style and sustainability, revealing that 46% believe they cannot be both stylish and eco-friendly. This perception may stem from a lack of awareness about sustainable fashion options and the misconception that affordability and quality are mutually exclusive.
Notably, the data exposes a gap between concern for environmental issues and actual behavior. While 69% express concern for the environment, only 44% consistently consider the environmental impact of their clothing purchases. This suggests a disconnect between intention and action, highlighting the need for increased education and awareness regarding sustainable fashion practices.
Moreover, the survey unveils a paradoxical pattern of wastefulness, as 44% of Americans admit to discarding perfectly good clothing instead of opting for thrift stores or donations. This behavior underscores the importance of addressing consumer habits and encouraging responsible disposal methods.
The respondents' eco-friendly initiatives are diverse, with 26% of the average wardrobe consisting of secondhand clothing. Additionally, 48% repurpose old clothes as rags, and 36% use them for art projects, showcasing creative and sustainable approaches to clothing waste.
The provided list of eco-friendly practices indicates the varied efforts individuals are making to align their fashion choices with environmental consciousness. From using old clothes for household purposes to supporting local shops and avoiding fast fashion, these actions reflect a growing commitment to sustainable living.
In conclusion, the survey highlights the complex dynamics at play in the intersection of fast fashion, consumer behavior, and sustainability. While there is a noticeable shift in attitudes toward fast fashion, there is a need for continued education and advocacy to bridge the gap between intention and action in fostering a more sustainable fashion industry.
