Clothing labels need to be clearer when it comes to showing how a product is sustainable. This is data and analytics company GlobalData’s message as transparency continues to be a key driver of purchasing decisions.

“Sustainability is fast approaching a point where it is non-negotiable,” says Hannah Abdulla, apparel correspondent at GlobalData.

“Consumers are actively looking at clothing labels to see how the product has been made and whether it fits in line with their sustainability expectations. Data shows that the majority of consumers would pick a product that has been sustainably produced over one that hasn’t.”

Figures from GlobalData research suggest 37.3% of UK consumers agree brands and retailers that place greater emphasis on sustainability are more appealing. Also, that they should capitalise on changing attitudes as the shift towards ethical retail gains more momentum.

“The Covid-19 pandemic has served to give even more focus to living and acting sustainably,” continues Abdulla.

“Consumers will scrutinise the environmental actions of brands and retailers during the pandemic; using this as an opportunity to separate those companies that are truly committing to sustainability issues from those that are merely greenwashing.

“Proactive brands and retailers will take this in their stride; being upfront with consumers about their sustainable actions and making that data clear and accessible.

“There’s a real opportunity here for brands and retailers to win consumer trust. This will involve revolutionising how technical knowledge is translated into an understandable consumer language on websites, product tags and labels.

“Communicating with your customer in this way will increase the level of transparency and trust, which in turn will drive sales.”

Click here for further information on GlobalData.