Pandemic Drives Demand for Sustainable Products, Finds U.S. Cotton Trust Protocol

By March 30, 2021April 5th, 2021News Posts

Two-thirds of clothing brands and retailers in the UK and U.S. have seen a rise in demand for sustainable products in the past 12 months, while a similar proportion have enhanced sustainable practices within their own business. That’s according to a U.S. Cotton Trust Protocol survey of 1,000 sustainability decision-makers, which found a growing trend of environmental sustainability.

sustainable cottonIn the past year, companies say that they have increased proactive investment in sustainability, focused in three key areas:

  • Sourcing sustainably produced raw materials (42%)
  • Manufacturing sustainably and reducing impacts of chemicals, water and energy (42%)
  • Safe working environments (40%)

And this trend for more sustainable products and practices is set to continue. Half of brands and retailers surveyed expect to see an increase in consumer spending on sustainable apparel over the next 12 months. Over a quarter (28%) are committed to setting new industry standards for sustainability, with two-thirds (65%) agreeing that data will be important to their future sustainability goals.

“We’re encouraged to learn that so many brands and retailers are looking to set new standards for the industry, instead of simply following what currently exists,” said Dr. Gary Adams, president of the U.S. Cotton Trust Protocol.

“As we work towards recovery in many sectors, systems like the Trust Protocol are available to provide the data needed to verify that sustainability targets are being met.”


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