Sustainability in fashion finally becomes a strategic objective

According to a survey by The Economist, Sustainability ranks second among the strategic goals of the global fashion industry, preceded only by increasing customer satisfaction. 60% of the top fashion, retail and textile executives surveyed believe the green turn is crucial to the survival of their business. More important than that is only customer satisfaction, a priority for 64% of respondents.

The sustainable measures to be adopted involve the entire production chain, starting with the supply of raw materials, which for 65% of respondents must be carried out in a sustainable manner. On the other hand, 51% are working on an approach based on the circular economy and another 51% on the reduction of greenhouse gases. 41% then decide to invest in new technologies such as 3D printing and blockchain. Overall, there is optimism that fast fashion can be both affordable and sustainable: 70% think so.

The supply chain is among the top priorities for 53% of top managers, second only to the development and implementation of an environmental sustainability strategy with measurable targets, placed at the top by 58%. Looking to the long term, 28% of respondents said the availability of reliable data is key to achieving sustainability goals over the next decade. In addition, 73% said they promote global benchmarks and thresholds as effective tools for measuring sustainability performance and driving industry progress. 45% of businesses do not track greenhouse gas emissions generated during the production and distribution of products, and 41% do not track the amount of water and energy used to produce the raw materials they source.

There's no future without collaboration: fashion, retail and textiles obviously can't drive change individually; the entire fashion system needs to work in unison. But according to the interviewees, this is already happening. (source: 

As consumers, we can help this process by choosing to buy garments made from materials that are environmentally friendly, natural, organic whenever possible, and preferably not of animal origin. This usually coincides with fair treatment of workers and care for the environment by manufacturers.
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