Read: Millennials Say They Care About Sustainability. So, Why Don’t They Shop This Way? – BoF.

An interesting article exploring that whilst the demand is there, the product is not.

According to the State of Fashion 2018 report by BoF & McKinsey, 60% of global millennials are willing to spend more on brands that are sustainable. Oeko-Tex Association, a group of 16 independent textile research and test institutes in Europe and Japan, reports that while 60 percent are interested in certified clothing, only 37 percent say they have actually purchased them.

Product availability and lack of clear marketing seem to be the main issues. The fashion industry is not providing millennials with sufficient sustainable fashion choices that also meet their most important criteria for making a purchase: ease of purchase, price and value.

Few consumers will actually take the time to visit a brand’s corporate sustainability page or read a sustainability report. Sustainability information needs to be clear, visible and easily accessible — both in-store and online — to cater to the short attention span millennials are so famous for.

Sit tight kids, until we know what’s really happening out there I suggest:

  • Repair & repurpose – wear what you’ve already got
  • Shop vintage – extend the life of something already out there
  • Buy right – spend that bit extra on quality, something you truly will wear and keep for years

Article by Luna Atamian Hahn-Petersen. Read here.