Photo: RetailWire
While Millennials overwhelmingly claim to embrace sustainability, eco-friendly fashion items rank far down on their list of purchase drivers, according to a survey from LIM College.
In a comparison of five purchasing influencers, only 34 percent of Millennials reported that they are driven to make a fashion purchase because the apparel or accessory was eco-friendly and sustainably produced. That compares with 95 percent for ease of purchase, 95 percent for price/value, 92 percent for uniqueness, and 60 percent for brand name as factors in making their purchase decisions.
The findings on purchase intent comes despite nearly 90 percent agreeing that, "Millennials and Gen Z will help create more sustainably-produced products by convincing businesses and governments to alter existing practices." An equal percent "would abandon a product or brand for eco-unfriendliness."
In a statement, LIM College professor Robert Conrad blamed the disconnect on the fashion industry failing to provide “sufficient choices.” None of today’s eco-friendly, youth-oriented brands have the scale or variety of offerings to meet requirements for ease, price/value and uniqueness.
Mr. Kambara said, "Offerings must be new and different — unique from what other brands are offering — and truly deliver value. Think Zara with authentic eco-friendly and sustainable product offerings."
In another twist, a study that came out last September from The Shelton Group found Millennials falling behind other age groups when it comes to the easier green activities:
- Thirty-four percent of Millennials recycle newspapers, cardboard, aluminum cans, plastic bottles, etc. versus 52 percent of all age groups;
- Thirty-seven bring their own bag(s) when shopping versus 50 overall;
- A third adjust the thermostat to save energy versus 48 percent overall.