As of January 2025, over ********** of Brits aged 18 to 24 said that sustainability affects their clothing decisions - such as where they purchase clothes - a fair amount. Only ** percent answered that sustainability played no role in their clothing decisions.

As of 2024, Millennials and Generation X made up the biggest share of sustainable apparel consumers in the UK. They each accounted for just under ********* of the market. More information on this topic can be found in the Statista report on the generational gap in sustainable consumption.

According to a survey conducted among consumers in the United States, ** percent of Millennial respondents said sustainability was a driving factor behind their purchasing decisions. Gen Z respondents driven by sustainability amounted to ** percent.

In 2022, just over ** percent of consumers in the United Kingdom (UK) stated they would be willing to pay at least ten percent more for products if the items in question were considered sustainable. At nearly ** percent, UK millennials were most keen to pay more for sustainability, while the same was only true for about ************** of Generation X consumers.

According to a 2022 survey, ** to ** year-olds, the youngest age group polled, are the most likely to buy products from a brand that has strong ethical and sustainable credentials. Less than half of people aged 65 and over said that they would be more likely to buy from an ethical retailer. Brands’ environmental impact Fashion brands can have a considerable environmental impact, producing significant volumes of greenhouse gas emissions and selling a lot of items made from synthetic materials, which do not biodegrade easily. Retailers have realised that there is an increased demand among consumers for sustainable fashion, so often heavily advertise the credentials of their more sustainable products. Consumer trust However, it can be difficult for consumers to find out the true sustainability credentials of fashion companies. According to a ranking of the most transparent fashion companies, a lot of the major brands have a lot of work to do. This also leads to a certain amount of skepticism among consumers, almost half said that they did not trust the sustainability claims that brands make.