Think Tank: Harnessing the Growing Power of Eco-Apparel

Concern about the environment isn’t just a preoccupation, it’s becoming a foundational element of purchasing decisions. As consumers become more aware of how their everyday purchasing choices impact the natural world, ignoring or underestimating their demand for “green” products and solutions will result in a flood of red ink for apparel and accessory retailers, designers and manufacturers. That’s one of the insights contained in A.T. Kearney’s 2019 Earth Day Consumer Sentiments Survey, which found that 80 percent of respondents across all ages and demographics believe changing their everyday behavior and shopping habits is the best way they can help the environment. Seventy-one percent of respondents carry that mind-set into the store, considering environmental impacts while shopping, and more than 65 percent of respondents believe that companies should exceed governmental standards on environmental impact. While most respondents are thinking about the environment, fewer are acting on those thoughts. Of the 71 percent of respondents who say they frequently consider the environment while shopping, only 52 percent have adjusted their purchasing decisions based on the environmental benefit claims of products marketed as “green.” Most consumers think “green” while shopping But, even at 52 percent, that’s more than half of all shoppers. By the same token, while only

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