CONSUMERSURVEYREPORTNOVEMBER 2018
A baseline survey on EU consumer attitudes to sustainability
and supply chain transparency in the fashion industry.

FASHION REVOLUTION | CONSUMER SURVEY REPORT2

CONTENTS
03

Introduction

04

Quick Key Findings

05

Q1 - Considering social and32

Q6 - What information fashion
brands make available

33

Results

36

Reflections

environmental impact
06

Results

37

Q7 - Supply chain transparency

07

Reflections

38

Results

39

Reflections

find important

40

Conclusions

09

Results

40

Recommendations for fashion brands

13

Reflections

41

Recommendations for governments

41

Recommendations for citizens

42

Credits

08

14

Q2 - What specific issues consumers

Q3 - What information people want toknow about their clothes

15

Results

18

Reflections

20

Q4 - Addressing sustainable
development issues

21

Results

23

Reflections

25

Q5 - The role of government & policy

26

Results

30

Reflections

FASHION REVOLUTION | | CONSUMERCONSUMER SURVEYSURVEY REPORTREPORT

3

INTRODUCTION
Fashion Revolution commissioned a survey of 5,000 people aged 16-75 in
the five largest European markets, including Germany, United Kingdom,France, Italy and Spain, to find out how supply chain transparency andsustainability impacts EU consumers’ purchasing decisions when
shopping for clothing, accessories and shoes.

5000

RESPONDENTS

16 - 75
AGES

We wanted to find out what information
consumers would like fashion brands to sharewhen it comes to social and environmental
impacts and to better understand what roles
consumers think that governments and laws
should play in ensuring clothing is sustainably
produced.
The survey questions were designed to correlatewith the following United Nation’s Sustainable
Development Goals:• SDG 1 – End poverty in all its forms, everywhere.
• SDG 5 – Achieve gender equality and empower
all women and girls.
• SDG 8 – Promote sustained, inclusive andsustainable economic growth, full andproductive employment and decent work for all.
• SDG 12 – Ensure sustainable production andconsumption patterns.
• SDG 13 – Take urgent action to combat climatechange and its impacts.

05

COUNTRIESThis survey was conducted by Ipsos MORI 5th - 9th
October 2018. The analysis and report was written
by Fashion Revolution.
Technical notes: All figures are percentages.
Interviews were conducted online. Numbers
may not always add up to 100% due to computerrounding or multiple answers.
Base: 1088 adults aged 16-70 in Germany; 1100
adults aged 16-75 in France; 1094 adults aged 1670 in Italy; 1098 adults aged 16-65 in Spain; 1129
adults aged 16-75 in the UK.
Fashion Revolution will use this research to inspire
consumers, companies and governments to eachplay their role in driving long-term industry-widechange towards a fairer, safer, cleaner and moretransparent future of the fashion industrThis is a baseline survey and will be conductedagain in 2020 in order to measure changes in
consumer attitudes.

FASHION REVOLUTION | CONSUMER SURVEY REPORT4QUICK KEY FINDINGS
When buying clothes, more than one in three
consumers surveyed across the five largest EU
markets said that they consider social (38%) andenvironmental impacts (37%).
More people (39%) said that buying clothes made byworkers paid a fair, living wage was important thanany other topic surveyed, including: environmental
protection (37%), safe working conditions (31%),
animal welfare (30%), local production (10%) anduse of recycled materials (6%).
The majority of people think it is important for
fashion brands to reduce their long-term impacts
on the world by addressing global poverty (84%),
climate change (85%), environmental protection(88%) and gender inequality (77%).

More than one in three people
consider social and environmental
impacts when buying clothes.
The majority of consumers want to know more
about the clothes they buy:
• 67% of people would like fashion brands totell them where the materials used in theirproducts come from;• 59% would like to know how their clothes are
manufactured;• 61% of people are interested in learning about
what fashion brands are doing to minimise
their impacts on the environment and toprotect their workers’ human rights;• 59% of people are interested in learning
what fashion brands do to improve thelives of people in the societies where they
manufacture their products.
The majority of consumers (68%) agreed that the
government has a role to play in ensuring thatclothing (including shoes and accessories) issustainably produced.

The majority of consumers also agreed thatfashion brands should be required by law to:• respect the human rights of everybody
involved in making their products (77%)• protect the environment at every stage ofmaking their products (75%)• provide information about the social impactsof their business (68%)• provide information about the environmental
impacts of their business (72%)• say if they are paying the workers who maketheir products a fair, living wage (72%)
72% of people said that fashion brands should domore to improve the lives of women making theirclothes, shoes and accessories.
When choosing a fashion brand to buy, consumers
said it is important for brands to:• publish how products are sustainable on the
packaging (72%)• explain what products are made from on the
packaging (77%)• make it clear where they source materials,
ingredients and components from and who
manufactured the product (77%)• share detailed information about wages andworking conditions for people in its global
supply chain (66%)• provide information about how they applysocially responsible practices (70%)• provide information about how they apply
environmentally responsible practices (74%)
A large majority of consumers think that fashion
brands should publish the factories used
to manufacture their clothes (80%) and which
suppliers they use to source the materials used intheir clothing (77%).

80% of people think fashion
brands should disclose
their manufacturers.

FASHIONFASHION REVOLUTION
REVOLUTION || CONSUMERCONSUMER SURVEYSURVEY REPORTREPORT

5

QUESTION 1
When purchasing an item of clothing, to what extent do people typically consider the social
or environmental impact prior to deciding whether or not to purchase the item?

SOCIAL IMPACTENVIRONMENTAL IMPACT

38%

37%

a greatdeal / fairamounta greatdeal / fairamount58%

59%

not verymuch /
not at all

not verymuch /
not at all

6

Q1: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

COUNTRY

When purchasing an item of clothing, 38% of
people consider the social impact prior todeciding whether or not to purchase the item.

DE

32%

DE

FR

31%

FR

52%

IT

40%

ES
UK

32%

42%

AGE
INCOME 1

25 - 34

40%

33%
29%

51%

IT

42%

ES
UK

16 - 24

GENDER

When purchasing an item of clothing, 37% of
people consider the environmental impact prior
to deciding whether or not to purchase the item.

31%

16 - 2439%

25 - 3440%

35 - 4435%

35 - 4434%

45 - 5435%

45 - 5436%< €18,00037%< €18,000

37%€18,001 - €36,000

37%€18,001 - €36,000

37%
38%

€36,001 - €60,000

39%€36,001 - €60,000€60,001 +40%€60,001 +

F

38%

F

38%

M

37%

M

37%

Data represents the percentage of those who answered ’a great deal / a fair amount’.

40%Q1: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

Q1: REFLECTIONS
38% of people said that they consider social impacts
when deciding whether to purchase an item of clothing.
8% of people said they consider social impacts agreat deal. 30% of people said they consider social
impacts a fair amount. 39% said they do not consider
social impacts very much and 19% said they do notconsider social impacts at all when deciding whether
to purchase an item of clothing.
More people in Italy said they consider social impacts
a great deal (11%) or fair amount (42%) when deciding
whether to purchase an item of clothing than in any
other country surveyed, whereas more people inGermany (44%) said they do not consider social impacts
very much compared to other countries surveyed. Morepeople in France (27%) said they do not consider social
impacts at all when deciding whether to purchase an
item of clothing than in any other country.
When you drill down into the data, it shows that 60%
of 25-34 year olds in Italy said that they consider
social impacts when deciding whether to purchasean item of clothing, the highest percentage acrossany demographic who said the same thing andcompared to only 27% of their peers in the same agegroup in France. Fewer 35-44 years in France (21%)
said that they consider social impacts when deciding
whether to purchase an item of clothing than in any
other demographic surveyed.
53% of women in Italy said they consider social
impacts when deciding whether to purchase an
item of clothing, compared to 31% in France, 32% in
Germany and 34% in the UK.
52% of men in Italy said they consider social impacts
when deciding whether to purchase an item ofclothing, compared to 30% in France, 31% in the UK
and 32% in Germany.
55% of people earning under €18,000 annual income
in Italy said that they consider social impacts when
deciding whether to purchase an item of clothing,compared to 26% of people earning the same inGermany.

7

Some similar patterns unfold when we asked
whether people consider environmental impacts
when purchasing an item of clothing.
37% of people said that they consider environmental
impacts when deciding whether to purchase an itemof clothing.
7% of people said they consider environmental
impacts a great deal. 30% of people said they
consider environmental impacts a fair amount.
40% said they do not consider environmental impacts
very much and 19% said they do not consider
environmental impacts at all when deciding whether
to purchase an item of clothing.
27% of people in France said they do not consider
environmental impacts at all, and 46% of people inGermany said they do not consider environmental
impacts very much. However, 41% of people in Italy
said they consider environmental impacts a fairamount, compared to 21% of people who said thesame thing in France. 10% of people in Italy said
they consider environmental impacts a great deal,
compared to 6% in Germany.
50% of men in Italy said they consider environmental
impacts when deciding whether to purchase an
item of clothing, compared to 28% of men in France
and 32% in the UK. 52% of women in Italy said they
consider environmental impacts when deciding
whether to purchase an item of clothing, compared to
30% in France and 31% in the UK.
More 25-34 year olds in Italy (58%) said they consider
environmental impacts when deciding whether topurchase an item of clothing than their peers in thesame age group or any other demographic. Fewer
35-44 year olds in France (21%) said they consider
environmental impacts when deciding whether topurchase an item of clothing than their peers in thesame age group or any other demographic.
51% of people earning under €18,000 annual income
in Italy said that they consider environmental impacts
when deciding whether to purchase an item ofclothing, compared to 27% of people earning thesame in Germany.

1
Income groups are arranged by income in euros, not in the distribution/value of those incomes in each country. This means someone with €45,000 income in
Spain will likely be doing much better than someone with the same income in Germany, due to the different cost of living in each country.

FASHION REVOLUTION | CONSUMER SURVEY REPORTQUESTION 2
Which, if any, of the statements below do people consider to be importantwhen choosing the following products for themselves and their family?

It is important to me that theclothing (including shoes andaccessories) I buy…
•
•
•
•
•
•
•

are made by workers paid a fair, living wage;
are produced in a way that is not harmful to the environment;
are produced in safe working conditions;are produced without harming animals;
are produced locally;
use recycled materials/recycled packaging;none of these things are important when it comes to buying clothing.

8

9

Q2: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

39% of people said it is importantthat the clothing (including shoes& accessories) they buy is madeby workers paid a fair, living wage.

39%

AGE

COUNTRY

DE
FR
IT

FR

36%
43%

ES

UK

44%

UK

16 - 2435%

16 - 24

25 - 3435%

25 - 34

35 - 4434%

35 - 44€18,001 - €36,000

40%

38%
35%
46%

€36,001 - €60,000

48%

GENDER€60,001 +

F
M

32%
42%

IT

ES

< €18,000

41%

DE

33%

45 - 54

INCOME

37% of people said it is important that theclothing (including shoes & accessories)
they buy is produced in a way that is notharmful to the environment.

41%
37%

38%
34%

39%
35%
33%

45 - 5437%< €18,000

36%€18,001 - €36,000

36%€36,001 - €60,000

39%
44%

€60,001 +

F

37%

M

38%

Data represents the percentage of those who answered ’very important / somewhat important.’

10

Q2: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

31% of people said it is importantthat the clothing (including shoes &accessories) they buy is producedin safe working conditions.

33%

COUNTRY

DE
FR

21%
32%

IT

37%

ES

34%

UK

AGE

16 - 24

FR

28%

IT

28%
36%

ES

29%

UK

35%

16 - 2428%

25 - 34

35 - 4428%

35 - 44

33%

32%
28%

45 - 5431%< €18,00030%< €18,000

31%€18,001 - €36,00030%€18,001 - €36,00030%€36,001 - €60,000

31%€36,001 - €60,000

34%
35%

€60,001 +GENDER30%

DE

25 - 34

45 - 54

INCOME

26%

30% of people said it is importantthat the clothing (including shoes &accessories) they buy is produced
without harming animals.

F
M

33%
30%

29%

€60,001 +

36%

F
M

Data represents the percentage of those who answered ’very important / somewhat important.’

24%

11

Q2: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

10% of people said it isimportant that the clothing(including shoes & accessories)
they buy is produced locally.

COUNTRY

DE

IT

AGE

14%
6%
14%
5%

6%
9%

FR
IT

ES

16 - 24

5%
7%

ES
UK

5%

16 - 249%9%

25 - 348%

25 - 34

35 - 448%

35 - 446%

45 - 546%

45 - 54< €18,000
INCOME

DE

FR

UK

9%

8%

€18,001 - €36,000

F
M

8%

8%

< €18,000

11%
12%€36,001 - €60,000€60,001 +GENDER

10%

6% of people said it is importantthat the clothing (including shoes& accessories) they buy is madeusing recycled materials.

7%€36,0...
€60,001 +

9%
11%

7%

€18,001 ...

F
MData represents the percentage of those who answered ’very important / somewhat important.’

5%
7%

6%
7%

Q2: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

15% of people said none ofthese things are important whenit comes to buying clothing.

14%

COUNTRY

DE

17%

FR
IT
ES

12%
10%
23%

UK

17%

AGE

16 - 24

INCOME21%

35 - 4445 - 54

GENDER

14%

25 - 34

13%< €18,000

15%€18,001 - €36,000

15%€36,001 - €60,000

14%€60,001 +

18%

F
M

12%
18%

Data represents the percentage of those who answered ’very important / somewhat important.

12

Q2: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

13

Q2: REFLECTIONS
More people (39%) said that buying clothes made byworkers paid a fair, living wage was important thanany other topic surveyed, including: environmental
protection (37%), safe working conditions (31%),
animal welfare (30%), local production (10%) and useof recycled materials (6%).
More people in the UK (44%) said that buying clothes
made by workers paid a fair, living wage wasimportant than in any other country surveyed.
In fact, more 16-24 year olds (45%) and 45-54 year
olds (49%) in the UK said that buying clothes madeby workers paid a fair, living wage was important
than in any other country surveyed. Likewise, more
people earning under €18,000 annual income in theUK (46%) said that buying clothes made by workers
paid a fair, living wage was important than in any
other country surveyed.
More people in Spain (36%) said that buying clothes
made without harming animals was important,compared to any other country. Likewise, more peoplein Spain (37%) said that buying clothes produced insafe working conditions was important than in any
other country surveyed.
In fact, 44% of 35-44 year olds in Spain said thatbuying clothes produced in safe working conditions
was important, compared to just 13% of 35-44 year
olds in France.
42% of women in Spain said that buying clothes
made without harming animals was important,compared to 30% of men in Spain and 32% of womenin the UK.
49% of people earning over €60,001 annual income in
Spain said that buying clothes made without harming
animals was important, compared to just 17% of
people with the same income in France.
More women in the UK (40%) said that buying clothes
made in safe working conditions was important thanin any other country surveyed, and compared to 27%
of men in the UK.
52% of people earning over €60,001 in Spain said
that buying clothes made in safe working conditions
was important, compared to 29% of people earning
the same in the UK and 34% in France. However,
50% of people earning over €60,001 in France said

that buying clothes made without harming theenvironment was important, compared to 39% of
people earning the same in Spain and 40% in the UK.
42% of people in Italy said that buying clothes madewithout harming the environment was important,compared to 32% in France and 34% in the UK.
48% of women in Spain and 46% of women in the
UK said that buying clothes made by workers paid afair, living wage was important, compared to 35% of
women in France, whereas 15% of women in France
said that buying clothes that are produced locally was
important, compared to just 4% of women in Italy.
14% of people in France and Spain said that buying
clothes that are produced locally was important,compared to just 5% of people in the UK and 6% in Italy.
19% of people earning between €36,001-€60,000 in
Spain and France said that buying clothes that are
produced locally was important, compared to just 6%of people making the same income in the UK and 9%of people earning under €18,000 in France.
More men in the UK (42%) said that buying clothes
made by workers paid a fair, living wage wasimportant compared to any other country surveyed,
whereas 43% of men in Germany and Italy said
that buying clothes made without harming theenvironment was important, compared to 30% of
men in France and 35% of men in the UK.
9% of women in France said that buying clothes
made with recycled materials was importantcompared to just 3% of women in Italy. More 16-24
year olds in Germany (15%) said that buying clothes
made using recycled materials was important thanin any other country or age group surveyed. However,
14% of people earning less than €18,000 annual
income in France said that buying clothes madeusing recycled materials was important, comparedto just 4% of people earning the same in Italy andjust 3% of people earning over €60,0001 in France.

FASHION REVOLUTION | CONSUMER SURVEY REPORTQUESTION 3
To what extent do people agree or disagree with the following statements:
•
•
•
•

•

I would like fashion brands to tell me about where thematerials used in their products come from.
I am interested in learning about what, if anything, fashion
brands do to minimise their impact on the environment.
I am interested in learning about what fashion brands do toprotect their workers’ human rights.
I am interested in learning about what fashion brands do
to improve the lives of people in the societies where they
manufacture their products.
I would like to know how my clothes were manufactured.

14

15

Q3: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

61% strongly / somewhat agreed thatthey are ‘interested in learning about whatfashion brands do to minimise theirimpact on the environment.

COUNTRY

67% strongly / somewhat agreed
that they ‘would like fashion brands
to tell me about where the materials
used in their products come from.’
DE

65%

DE

FR

65%

FR

AGE

58%

54%

IT

67%

ES

67%

UK

54%

16 - 2463%

16 - 24

25 - 3464%

25 - 3457%

35 - 4465%

35 - 4459%

45 - 54< €18,000
INCOME

70%

ES
UK

GENDER

76%

IT

63%

€18,001 - €36,000

69%

64%
67%

45 - 5460%€18,001 - €36,000

61%
63%

71%

€36,001 - €60,000€60,001 +71%€60,001 +

F

70%

F

63%

63%

< €18,000€36,001 - €60,000

M

60%

M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

66%

63%
58%

16

Q3: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

61% strongly / somewhat agreed
that they are ‘interested in learning
about what fashion brands do toprotect their workers’ human rights.’

COUNTRYDE
FR

AGE
INCOME

62%
53%
66%
69%

ES

53%

63%
52%

IT

64%

ES

65%

UK

52%

16 - 2459%

16 - 2459%

25 - 3459%

25 - 3457%

35 - 4459%

35 - 4445 - 5460%

45 - 5460%< €18,00059%< €18,000

59%
59%€18,001 - €36,000

62%€18,001 - €36,000€36,001 - €60,000

62%€36,001 - €60,000

68%€60,001 +GENDER

DE
FR

IT

UK

59% strongly / somewhat agreed thatthey are ‘interested in learning about
what fashion brands do to improve thelives of people in the societies where
they manufacture their products.’

64%

F
M

57%

55%

61%

€60,001 +

63%

F

62%

M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

56%

Q3: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

59% strongly / somewhat
agreed that they ‘would liketo know how my clothes
were manufactured.’

COUNTRY

DE

AGE

69%

IT

62%

ES

49%

16 - 2455%

25 - 3456%

35 - 4460%

45 - 5458%< €18,000
INCOME

56%

FR

UK

GENDER

59%

55%
61%

€18,001 - €36,000

64%€36,001 - €60,000€60,001 +

61%

F

62%

M

56%

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

17Q3: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT18

Q3: REFLECTIONS
The majority of people want to know how their clothes
were manufactured, where the materials used intheir clothing comes from and what fashion brands
are doing to minimise environmental impacts,
protect workers’ rights and improve the lives ofpeople in the societies where their clothes are made.

More people earning over €60,001 in Italy (86%)
would like fashion brands to tell them where thematerials used in their products come from thanin any other demographic. 81% of those earning€36,001-€60,000 in Italy said the same thing, whichis also more than in any other demographic.

67% of people would like fashion brands to tell themwhere the materials used in their products comefrom, with 32% of people strongly agreeing with thisstatement. 59% would like to know how their clothes
are manufactured, with 25% strongly agreeing withthis statement.

67% of people in Italy and Spain are interested
in learning about what fashion brands are doing
to minimise their impacts on the environment,
compared to 54% of people in France and the UK.

61% of people are interested in learning about whatfashion brands are doing to minimise their impacts
on the environment and to protect their workers’
human rights. 59% of people are interested inlearning what fashion brands do to improve the livesof people in the societies where they manufacture
their products.
76% of people in Italy would like fashion brands totell them where the materials used in their products
come from, compared to 58% of people in the UK.

67% of consumers would likefashion brands to tell themwhere the materials used intheir products come from.

69% of women in Spain are interested in learning
about what fashion brands are doing to minimise
their impacts on the environment, compared to 56%
of women in the UK, 52% of men in the UK and 49%
of men in France.
72% of 35-44 year olds in Spain are interested
in learning about what fashion brands are doing
to minimise their impacts on the environment,
compared to 48% of their peers in the same agegroup in France and the UK.
More people earning over €60,001 in Italy (80%) are
interested in learning about what fashion brands are
doing to minimise their impacts on the environment
than in any other demographic, followed by thoseearning €36,001-€60,000 in Spain (75%).
69% of people in Spain are interested in learning
about what fashion brands are doing to protect theirworkers’ human rights, compared to 53% of people
in France and the UK.

42% of people in Spain strongly agreed that they would
like fashion brands to tell them where the materials
used in their products come from, compared to 20%
of people in the UK .

73% of women in Spain are interested in learning
about what fashion brands are doing to protect theirworkers’ human rights, compared to 47% of men in
France and the UK.

80% of women in Italy would like fashion brands totell them where the materials used in their products
come from, compared to 72% of men in Italy and 61%
of women in the UK.

More 35-44 year olds in Spain (75%) are interested
in learning about what fashion brands are doing
to protect their workers’ human rights than in any
other age group in Spain or any age group in othercountries surveyed.

More 35-44 year olds in Spain (76%) would likefashion brands to tell them where the materials
used in their products come from than any other age
group in any country. But overall, more 45-54 year
olds (69%) would like fashion brands to tell themwhere the materials used in their products comefrom than in any other age group.

More people earning between €36,001-€60,000 in
Spain (81%) are interested in learning about whatfashion brands are doing to protect their workers’
human rights than in any other demographic.

Q3: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

68% of women in Spain are interested in learning
what fashion brands do to improve the lives ofpeople in the societies where they manufacture theirproducts, compared to 56% of women in the UK and
45% of men in France. Overall, 62% of women and
59% of men are interested in learning what fashion
brands do to improve the lives of people in thesocieties where their products are manufactured.
More 35-44 year olds in Spain (69%) are interested inlearning what fashion brands do to improve the livesof people in the societies where they manufacture
their products than in any other age group in Spain or
country surveyed.
72% of people earning between €36,001-€60,000 in
Spain are interested in learning what fashion brands
do to improve the lives of people in the societies
where they manufacture their products, compared
to 50% earning the same in the UK and 63% of thoseearning under €18,000 in Spain.
69% of people in Italy would like to know how theirclothes are manufactured, compared to 49% in the UK.
72% of women in Italy would like to know how theirclothes are manufactured, compared to 66% of men
in Italy, 51% of women in the UK and 47% of men in
the UK.
72% of 35-44 year olds in Spain would like to know
how their clothes are manufactured, compared to
46% of their peers in the same age group in the UK.
78% of people earning over €60,001 in Italy would
like to know how their clothes are manufactured,compared to 50% of people earning the same inFrance.

61% of people are interested inlearning about what fashion brands
are doing to minimise their impacts
on the environment and to protect
their workers’ human rights.

19

FASHION REVOLUTION | CONSUMER SURVEY REPORTQUESTION 4
How important is it to people that fashion brands tackle the following
issues in order to reduce their long-term impacts on the world?

•
•
•
•

Global poverty
Climate change
Protection of the environment
Gender inequality

20

21

Q4: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

84% think it is very/somewhat importantthat fashion brands tackle global poverty.

COUNTRY

DE
FR

80%

79%

AGE

83%
82%
83%
86%

45 - 54

INCOME

83%

90%
89%

ES
UK

35 - 44< €18,000

84%

IT

91%

ES

25 - 34

82%

FR

88%

16 - 2480%

16 - 2484%

25 - 3484%

35 - 4483%< €18,000

86%€18,001 - €36,000€36,001 - €60,00085%€36,001 - €60,000

82%M€60,001 +

87%

F

81%

86%

45 - 54€18,001 - €36,000€60,001 +GENDER

DE

82%

IT

UK

85% think it is very/somewhat importantthat fashion brands tackle climate change.

84%
86%
87%
83%

86%

F
M

Data represents the percentage of those who answered ’very important / somewhat important.’

83%

22

Q4: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORTAGECOUNTRY

88% think it is very/somewhat important thatfashion brands tackle environmental protection.

DE

87%

DE

73%

FR

87%

FR

74%

91%

IT

90%

ES

UK

16 - 2485%

16 - 24

35 - 44

87%
86%
90%

INCOME< €18,000

87%€60,001 +

F
M

87%

89%
87%

73%
76%

35 - 4476%

45 - 54€18,001 - €36,000

91%€36,001 - €60,000

69%

25 - 34< €18,000

89%€18,001 - €36,000

87%

ES

85%

25 - 34

82%

IT

UK

45 - 54

GENDER

77% think it is very/somewhat important thatfashion brands tackle gender inequality.

€36,001 - €60,000€60,001 +

80%

75%
80%
76%
73%

81%

F
M

Data represents the percentage of those who answered ’very important / somewhat important.’

72%

23

Q4: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

Q4: REFLECTIONS
A large majority of people think it is important for
fashion brands to reduce their long-term impacts on
the world by tackling global poverty, climate change,
environmental protection and gender inequality.

Global poverty
84% of people think it is important for fashion brands
to reduce their long-term impacts on the world byaddressing global poverty, with 50% saying it is very
important.
91% of people in Spain think it is important for fashion
brands to reduce their long-term impacts on theworld by addressing global poverty, compared to 79%
of people in the UK.
87% of women and 81% of men think it is importantfor fashion brands to reduce their long-term impacts
on the world by addressing global poverty. 93% of
women in Spain and 91% of women in Italy think it isimportant for fashion brands to reduce their longterm impacts on the world by addressing global
poverty, compared to 76% of men in the UK and 77%of men in France.
More 44-54 year olds (86%) think it is important for
fashion brands to reduce their long-term impacts on
the world by addressing global poverty than people inyounger generations.
94% of 45-54 year olds and 91% of 35-44 year olds in
Spain think it is important for fashion brands to reduce
their long-term impacts on the world by addressing
global poverty, compared to 75% of 16-24 year olds inFrance and 75% of 35-44 year olds in the UK.

Climate change
85% of people think it is important for fashion brands
to reduce their long-term impacts on the world byaddressing climate change, with 56% saying that it isvery important.
90% of people in Italy think it is important for fashion
brands to reduce their long-term impacts on theworld by addressing climate change, compared to
80% of people in the UK.

86% of women and 83% of men think it is importantfor fashion brands to reduce their long-term impacts
on the world by addressing climate change.
90% of women in Spain and Italy think it is importantfor fashion brands to reduce their long-term
impacts on the world by addressing climate change,
compared to 79% of men in the UK.
More 45-54 year olds in Italy (93%) think it isimportant for fashion brands to reduce their longterm impacts on the world by addressing climatechange than in any other age group in any countries
surveyed.

Environmental protection
88% of people think it is important for fashion brands
to reduce their long-term impacts on the world
by addressing environmental protection, with 59%
saying that it is very important.
91% of people in Italy think it is important for fashion
brands to reduce their long-term impacts on theworld by addressing environmental protection,compared to 85% of people in the UK.
93% of women in Italy and 92% of women in Spain
think it is important for fashion brands to reduce
their long-term impacts on the world by addressing
environmental protection, compared to 85% of men
in the France.
90% of 45-54 year olds think it is important for
fashion brands to reduce their long-term impacts on
the world by addressing environmental protection,compared to 85% of 16-24 year olds. In fact, 94% of
45-54 year olds in Italy and Spain think it is importantfor fashion brands to reduce their long-term impacts
on the world by addressing environmental protection.
95% of people earning between €36,001-€60,000
and 94% of those earning over €66,001 in Italy think
it is important for fashion brands to reduce theirlong-term impacts on the world by addressing
environmental protection.

Q4: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORTGender inequality
77% of people think it is important for fashion brands
to reduce their long-term impacts on the world byaddressing gender inequality, with 41% saying that it
is very important.
87% of people in Spain think it is important for
fashion brands to reduce their long-term impacts on
the world by addressing gender inequality, comparedto 69% of people in the UK.
81% of women and 72% of men think it is importantfor fashion brands to reduce their long-term impacts
on the world by addressing gender inequality.
90% of women in Spain think it is important for
fashion brands to reduce their long-term impacts on
the world by addressing gender inequality, compared
to 73% of women in the UK, 78% in Germany, 79% in
France and 85% in Italy.

81% of women think it isimportant for fashion brands
to tackle gender inequality.

83% of men in Spain think it is important for fashion
brands to reduce their long-term impacts on theworld by addressing gender inequality, compared to
78% of men in Italy, 68% in France and Germany and
65% in the UK.
It is interesting that more men in Spain and Italy think
it is important for fashion brands to reduce their longterm impacts on the world by addressing genderinequality than women in the UK.
90% of 45-54 year olds and 88% of 35-44 year olds
in Spain think it is important for fashion brands toreduce their long-term impacts on the world byaddressing gender inequality, compared to 61% of
16-24 year olds in Germany and 67% of 35-44 year
olds in France.

24

FASHIONFASHION REVOLUTION
REVOLUTION || CONSUMERCONSUMER SURVEYSURVEY REPORTREPORTQUESTION 5
To what extent do people agree or disagree with the following statements?
•
•
•
•
•
•
•
•

The Government has a role to play in ensuring clothing (including
shoes and accessories) is sustainably produced.
Fashion brands should be required by law to respect the humanrights of everybody involved in making their products.
Fashion brands should be required by law to protect theenvironment at every stage of making their products.
Fashion brands should be required by law to provide information
about the social impacts of their business.
Fashion brands should be required by law to provide information
about the environmental impacts of their business.
Fashion brands should be required by law to say if they arepaying the workers who make their products a fair, living wage.
Fashion brands should do more to improve the lives of women
making their clothes, shoes or accessories.
Clothing manufacturers provide a source of income for women
who would not have one otherwise.

25

26

COUNTRY

Q5: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

68% strongly / somewhat agree that
‘The Government has a role to play inensuring clothing (including shoes andaccessories) is sustainably produced.’

77% strongly / somewhat agree that‘fashion brands should be required by law
to respect the human rights of everybody
involved in making their products.’

DE

DE

71%

FR

IT

81%

ES

75%

ES

82%

63%

UK

68%

16 - 24

25 - 3465%

25 - 34

35 - 4466%

35 - 4471%

45 - 54

INCOME

77%

75%

16 - 24

GENDER

FR

73%

IT

UK

AGE

56%

74%

76%
73%
75%

45 - 5479%< €18,00068%< €18,000

77%€18,001 - €36,00070%€18,001 - €36,000

78%€36,001 - €60,000

69%€36,001 - €60,000

80%€60,001 +67%€60,001 +

77%

71%

F
M

64%

F
M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

81%
74%

27

Q5: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

75% strongly / somewhat agree that‘fashion brands should be requiredby law to protect the environment at
every stage of making their products.’

COUNTRY

DE
FR

AGE

75%

62%
68%

FR

80%

IT

76%

ES

81%

ES

75%

16 - 24

INCOME

DE

70%

IT

UK

25 - 34
35 - 44

69%

UK

73%
70%
73%

16 - 24
25 - 34
35 - 44

59%

68%
63%
67%

45 - 5477%

45 - 54< €18,00075%< €18,000€18,001 - €36,000

77%€18,001 - €36,00070%€36,001 - €60,000

77%€36,001 - €60,000

69%€60,001 +67%€60,001 +GENDER

68% strongly / somewhat agree that‘fashion brands should be requiredby law to provide information about
the social impacts of their business.’

F
M

73%

77%
73%

F
M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

71%

67%

71%
65%

28

COUNTRY

Q5: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

72% strongly / somewhat agree that‘fashion brands should be required bylaw to provide information about theenvironmental impacts of their business.’

72% strongly / somewhat agree that‘fashion brands should be required by law
to say if they are paying the workers whomake their products a fair, living wage.’

DE

DE

AGE

FR

66%
72%

IT

78%

IT

75%

ES

77%

ES

76%

16 - 24
25 - 34
35 - 4445 - 54

INCOME

73%

FR

UK

GENDER

68%

65%

71%
67%
71%
75%

UK

71%

16 - 2472%

25 - 3468%

35 - 4471%

45 - 5473%< €18,00071%< €18,000

73%€18,001 - €36,000

74%€18,001 - €36,000

72%€36,001 - €60,000

74%€36,001 - €60,000€60,001 +72%€60,001 +

F
M

75%
69%

75%
72%

76%

F
M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

68%

29

Q5: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

72% strongly / somewhat agree that‘fashion brands should do more to
improve the lives of women making
their clothes, shoes or accessories.’

AGE

COUNTRYDE

INCOME

DE

68%

49%

FR

75%

FR

55%

IT

75%

IT

54%

ES

76%

ES

UK

67%

UK

16 - 2469%

16 - 24

25 - 34
35 - 4445 - 5466%

25 - 3470%
75%

35 - 4445 - 54

49%
57%

50%
46%
50%
56%

< €18,00071%< €18,000

51%€18,001 - €36,000

75%€18,001 - €36,000

54%€36,001 - €60,000

74%€36,001 - €60,000

55%€60,001 +

56%

F

56%

€60,001 +GENDER

53% strongly / somewhat agree that‘clothing manufacturers provide asource of income for women who
would not have one otherwise.’

71%

77%

F
M

67%

M

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

50%

Q5: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT30

Q5: REFLECTIONS
The majority of consumers (68%) agreed that the
government has a role to play in ensuring thatclothing (including shoes and accessories) issustainably produced.

More 45-54 year olds agreed that the government
has a role to play in ensuring that clothing(including shoes and accessories) is sustainably
produced than in younger generations.

The majority of consumers also agreed that fashion
brands should be required by law to:• respect the human rights of everybody involvedin making their products (77%)• protect the environment at every stage ofmaking their products (75%)• provide information about the social impacts of
their business (68%)• provide information about the environmental
impacts of their business (72%)• say if they are paying the workers who maketheir products a fair, living wage (72%)

82% of people in Spain and 81% of people in Italy
agree that fashion brands should be required bylaw to respect the human rights of everybody
involved in making their products, compared to73% of people in Germany and 74% of people in
the UK.

72% of people said that fashion brands should domore to improve the lives of women making theirclothes, shoes or accessories.
75% of people in Italy and Spain agreed that the
government has a role to play in ensuring thatclothing (including shoes and accessories) issustainably produced, compared to 56% in Germany
and 63% of people in the UK.
Only 7% disagreed that the government has a role toplay in ensuring that clothing (including shoes andaccessories) is sustainably produced. Notably, 12% of
people in Germany disagreed with this statement.
Interestingly, 71% of women agreed that the
government has a role to play in ensuring thatclothing (including shoes and accessories) issustainably produced, compared to 64% of men.
If you dig a little deeper into the data, it shows that
80% of women in Spain agreed with this statement,
compared to 54% of men in Germany.
73% of 16-24 year olds in Spain agreed that the
government has a role to play in ensuring thatclothing (including shoes and accessories) issustainably produced, compared to 58% of theirpeers in the same age group in Germany.

Only 4% of people disagreed that fashion brands
should be required by law to respect the humanrights of everybody involved in making their products.
81% of women and 74% of men agreed thatfashion brands should be required by law torespect the human rights of everybody involved in
making their products.
87% of women in Spain, compared to 70% of men
in the UK and Germany, agreed that fashion brands
should be required by law to respect the humanrights of everybody involved in making their products.
76% of people in Italy and 75% of people in Spainagreed that fashion brands should be requiredby law to provide information about the social
impacts of their business, compared to 59% of
people in the UK and 62% of people in Germany.
Only 6% disagreed that fashion brands should be
required by law to provide information about thesocial impacts of their business.
Again, more 45-54 year olds (79%) agreed thatfashion brands should be required by law to respect
the human rights of everybody involved in making
their products than in younger generations.
76% of people in Italy and 75% of people in Spainagreed that fashion brands should be requiredby law to provide information about the social
impacts of their business, compared to 59% of
people in the UK and 62% of people in Germany.

31

Q5: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

Only 6% of people disagreed that fashion brands
should be required by law to provide information
about the social impacts of their business.
71% of women and 65% of men agreed that fashion
brands should be required by law to provide
information about the social impacts of theirbusiness. 80% of women in Spain agreed with thisstatement, compared to 56% of men in the UK.
71% of 45-54 year olds agreed that fashion brands
should be required by law to provide information
about the social impacts of their business, compared
to 63% of 25-34 year olds.
81% of people in Spain and 80% of people in Italy
agreed that fashion brands should be required bylaw to protect the environment at every stage ofmaking their products, compared to 69% of people
in the UK, 70% of people in Germany and 75% of
people in France.

75% of women and 69% of men agreed that fashion
brands should be required by law to provide
information about the environmental impacts of theirbusiness. 83% of women in Spain agreed with thisstatement, compared to 61% of men in the UK.
More 45-54 year olds (75%) agreed that fashion
brands should be required by law to provide
information about the environmental impacts of theirbusiness than in younger generations.
76% of people in Spain and 75% of people in Italy
agreed that fashion brands should be required bylaw to say if they are paying the workers who maketheir products a fair, living wage, compared to 66% of
people in Germany, 71% in the UK and 72% in France.
Only 5% disagreed that fashion brands should be
required by law to say if they are paying the workers
who make their products a fair, living wage.

Only 4% of people disagreed that fashion brands
should be required by law to protect the environment
at every stage of making their products.

76% of women and 68% of men agree that fashion
brands should be required by law to say if they arepaying the workers who make their products a fair,living wage. 81% of women in Spain agreed with thisstatement, compared to 63% of men in France.

77% of women and 73% of men agreed that fashion
brands should be required by law to protect theenvironment at every stage of making their products.
86% of women in Spain agreed that fashion brands
should be required by law to protect the environment
at every stage of making their products, compared to
70% of women in Germany and 67% of men in the UK.

76% of people in Spain and 75% of people in Italy
and France said that fashion brands should do more
to improve the lives of women making their clothes,shoes or accessories, compared to 67% of people in
the UK and 68% of people in Germany.

More 45-54 year olds (77%) agreed that fashion
brands should be required by law to protect theenvironment at every stage of making their products
than in younger generations.
78% of people in Italy and 77% of people in Spainagreed that fashion brands should be required bylaw to provide information about the environmental
impacts of their business, compared to 65% of people
in the UK.
Only 5% disagreed that fashion brands should be
required by law to provide information about theenvironmental impacts of their business.

77% of women and 67% of men said that fashion
brands should do more to improve the lives ofwomen making their clothes, shoes or accessories.
83% of women in Spain agreed with this statement,
compared to 62% of men in the UK. 75% of 45-54 year
olds agreed with this statement, compared to 66% of
25-34 year olds.
53% of people agreed that clothing manufacturers
provide a source of income for women that would
not otherwise have one. In fact, 57% of people in the
UK agreed with this statement, compared to 49% in
Germany and Spain.

FASHION REVOLUTION | CONSUMER SURVEY REPORTQUESTION 6
When choosing a fashion brand to buy, how important is it to people that brands…

•
•
•
•
•
•

Publish how their products are sustainable on the packaging;
Share detailed information about wages and working conditions for thepeople in its global supply chain;
Explain what their products are made from on the packaging;
Make it clear where they source their raw materials, components or
ingredients from and who manufactured the product;
Provide information about how they apply socially responsible practices;
Provide information about how they apply environmentally
responsible practices.

32

33

Q6: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

73% said it is very or somewhat
important for fashion brands topublish how their products are
sustainable on the packaging.

66% said it is very or somewhat important for
fashion brands to share detailed information
about wages and working conditions for thepeople in its global supply chain.

COUNTRYDE
FR

AGE
INCOME

68%
81%
76%

ES

DE
FR

IT

UK

GENDER

75%

65%

65%
61%
72%

IT

74%

ES
UK

58%

16 - 2472%

16 - 2465%

25 - 3471%

25 - 3465%

35 - 4469%

35 - 4465%

45 - 5473%

45 - 54< €18,00071%< €18,000€18,001 - €36,000

73%€18,001 - €36,000

68%€36,001 - €60,000

74%€36,001 - €60,000

68%€60,001 +73%€60,001 +

F

73%

F

M

70%

M

Data represents the percentage of those who answered ’very important / somewhat important.’

69%

65%

64%

68%
64%

34

Q6: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORTAGECOUNTRY

79% said it is very or somewhat
important for fashion brands to
explain what their products are
made from on the packaging.

DE

78%

DE

77%

FR

80%

FR

79%

81%

ES

85%

IT

80%

ES

UK

72%

UK

16 - 2474%

16 - 2476%

25 - 3474%

25 - 3475%

35 - 4474%

35 - 4476%

45 - 5478%< €18,00076%< €18,000
INCOME85%

IT

45 - 54

GENDER

77% said it is very or somewhat
important for fashion brands to make it
clear where they source raw materials,
components or ingredients from and who
manufactured the products.

80%

75%

67%

€18,001 - €36,000

78%€18,001 - €36,000

79%€36,001 - €60,00080%€36,001 - €60,000

81%€60,001 +79%€60,001 +

F

79%

F

M

76%

M

Data represents the percentage of those who answered ’very important / somewhat important.’

77%

80%
75%

35

COUNTRY

Q6: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

70% said it is very or somewhat
important for fashion brands to provide
information about how they applysocially responsible practices.

74% said it is very or somewhat
important for fashion brands to provide
information about how they apply
environmentally responsible practices.

DE

69%

DE

74%

FR

68%

FR

73%

IT

76%

IT

80%

ES

77%

ES

78%

GENDERINCOME

AGE

UK

61%

UK

64%

16 - 2469%

16 - 2472%

25 - 3468%

25 - 3473%

35 - 4468%

35 - 4472%

45 - 5472%

45 - 5475%< €18,00069%< €18,000

74%€18,001 - €36,000

72%€18,001 - €36,000

75%€36,001 - €60,000

73%€36,001 - €60,000

76%€60,001 +71%€60,001 +

F

72%

F

M

68%

M

Data represents the percentage of those who answered ’very important / somewhat important.’

72%

76%
71%

Q6: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT36

Q6: REFLECTIONSWhen choosing a fashion brand to buy, the majorityof people think it is important for fashion brands
to publish where clothes are manufactured, how
products are manufactured and where materials
are sourced.
The majority of consumers also said it is importantfor fashion brands to explain how the products are
sustainable, what wages and working conditions arelike for people working in the supply chain and how
brands are applying socially and environmentally
responsible practices.
When choosing a fashion brand to buy, consumers
said that it is important for brands to:• publish how products are sustainable on the
packaging (72%)• explain what products are made from on the
packaging (77%)• make it clear where they source materials,
ingredients and components from and who
manufactured the product (77%)• share detailed information about wages andworking conditions for people in its global supply
chain (66%)• provide information about how they applysocially responsible practices (70%)• provide information about how they apply
environmentally responsible practices (74%)
73% of women and 70% of men said it is importantfor fashion brands to publish how their products are
sustainable on the packaging.
80% of women in Italy said it is important for fashion
brands to publish how their products are sustainable
on the packaging, compared to 61% of men in
the UK. Similarly, 83% of women in Italy said that
it is important for fashion brands to explain what
their products are made from on the packaging,compared to 82% of men in Italy and 68% of men in
the UK.
More 16-24 year olds in Spain (77%) said that it isimportant for fashion brands to publish how theirproducts are sustainable on the packaging than theirpeers in the same age group.
80% of 45-54 year olds said that it is important for
fashion brands to explain what their products are
made from on the packaging, compared to 74% inyounger age groups.
At least 80% of women in France, Germany, Italy andSpain said that it is important for fashion brands

to make it clear where they source materials,
ingredients and components from and who
manufactured their products, compared to 71% of
women in the UK.
68% of women and 64% of men said that it isimportant for fashion brands to share detailed
information about the wages and working
conditions for people in its global supply chain.
Notably, 75% of women in Spain said it is importantfor fashion brands to share detailed information
about the wages and working conditions forpeople in its global supply chain, compared to 53%
of men in the UK.
80% of people in Italy said that it is important for
fashion brands to provide information about how
they apply environmentally responsible practices,compared to 65% of people in the UK. 77% of
people in Spain said that it is important for fashion
brands to provide information about how they
apply socially responsible practices, compared to
62% of people in the UK.
80% of women in Italy said that it is important for
fashion brands to provide information about how
they apply environmentally responsible practices,compared to 60% of men in the UK.
79% of women in Spain said that it is importantfor fashion brands to provide information about
how they apply socially responsible practices,compared to 56% of men in the UK.
86% of people earning between €36,001-€60,000
in Spain and 81% of people earning the same in
Italy said that it is important for fashion brands
to provide information about how they apply
environmentally responsible practices. Similarly,
85% of of people earning between €36,001-€60,000
in Spain said that it is important for fashion brands
to provide information about how they apply socially
responsible practices, compared to 59% of people
from the same income group in the UK.
79% of 35-44 year olds in Spain said that it
is important for fashion brands to provide
information about how they apply socially
responsible practices, compared to 59% of people
in the same age group in the UK.
80% of 35-44 year olds in Spain and 83% of 45-54
year olds in Italy said that it is important for fashion
brands to provide information about how they
apply environmentally responsible practices.

FASHIONFASHION REVOLUTION
REVOLUTION || CONSUMERCONSUMER SURVEYSURVEY REPORTREPORTQUESTION 7
Do people think fashion brands should...

••

Publish which factories are used to manufacture their clothes;
Publish which suppliers they use to source the materials
used in their clothing.

37

38

Q7: RESULTSFASHION REVOLUTION | CONSUMER SURVEY REPORT

COUNTRY

80% said fashion brands should publish
which factories are used to manufacture
their clothes.

DE

77%

DE

71%

FR

76%

FR

72%

IT

88%

IT

87%

ES

86%

ES

84%

INCOME

AGE

UK

GENDER

77% said fashion brands should publish
which suppliers they use to source thematerials used in their clothing.

72%

UK

72%

16 - 2479%

16 - 2476%

25 - 3478%

25 - 3476%

35 - 4476%

35 - 4476%

45 - 5481%

45 - 5479%< €18,00078%< €18,000

77%€18,001 - €36,000

81%€18,001 - €36,00080%€36,001 - €60,000

81%€36,001 - €60,000

78%€60,001 +80%€60,001 +

76%

F

80%

F

78%

M

79%

M

76%

Data represents the percentage of those who answered ’strongly agree / somewhat agree’.

39

Q7: REFLECTIONSFASHION REVOLUTION | CONSUMER SURVEY REPORT

Q7: REFLECTIONS
A large majority of consumers think that fashion
brands should publish which factories are used to
manufacture their clothes (80%) and which suppliers
they use to source the materials used in theirclothing (77%).
88% of people in Italy think that fashion brands
should publish which factories are used to
manufacture their clothes, compared to 72% of
people in the UK.
There is not much overall difference between men
and women. 80% of women and 79% of men thinkthat fashion brands should publish which factories
are used to manufacture their clothes. However, 88%of women in Italy think that fashion brands should
publish which factories are used to manufacture
their clothes, compared to 71% of men in the UK.
When we look at age groups, 81% of 45-54 year
olds think that fashion brands should publish which
factories are used to manufacture their clothes,compared to 76% of 35-44 year olds.
81% of people earning between €18,001 and €60,000
think that fashion brands should publish which
factories are used to manufacture their clothes,compared to 80% of those earning over €60,001 and
78% of those earning under €18,000.
87% of people in Italy think that fashion brands
should publish which suppliers they use to source
the materials used in their clothing, compared to 71%
of people in Germany.
78% of women and 76% of men think that fashion
brands should publish which suppliers they use
to source the materials used in their clothing. 88%
of women in Italy, compared to 69% of men in theUK, think that fashion brands should publish which
suppliers they use to source the materials used intheir clothing.

79% of 45-54 year olds think that fashion brands
should publish which suppliers they use to source thematerials used in their clothing, compared to 76% of
people under the age 45. 88% of people aged 45+ in
Italy think that fashion brands should publish which
suppliers they use to source the materials used intheir clothing.
91% of people earning between €18,001-€36,000 in
Italy and €36,001-€60,000 in Spain think that fashion
brands should publish which suppliers they use tosource the materials used in their clothing, compared
to 68% of people earning between €36,001-€60,000 in
the UK.

77% of people think fashion
brands should publish which
suppliers they use to source
materials used in their clothing.

FASHION REVOLUTION | CONSUMER SURVEY REPORTCONCLUSIONS
What does this information tell us?
•

A significant number of people consider social andenvironmental impacts when shopping but the vast
majority of people would like to learn more about where
their clothes are made and who makes their clothes aswell as what fashion brands are doing to address socialand environmental issues.

•

The majority of people also think that the government hasa crucial role to play in ensuring clothes people buy are
made sustainably. The majority of people also think thatgovernments should be responsible for holding fashion
brands to account for disclosing information about the way
their products are made, what suppliers they are working
with and how they’re applying socially and environmentally
responsible practices in their supply chains.

•

The results show that consumers place the onus on
fashion brands and governments to ensure that clothes
are produced sustainably and that key issues such as
global poverty, fair wages, environmental protection,
climate change and gender inequality are being addressed.

•

When it comes to buying clothes, more people care about
workers being paid fair, living wages and environmental
protection than they do about clothes being produced
locally or made without harming animals or using recycledmaterials.

•

Consumers expect fashion brands to be moretransparent by sharing detailed information about thefactories where their clothes are made and the suppliers
they use to source the materials, ingredients andcomponents used in their clothes.

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FASHIONFASHION REVOLUTION
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41

RECOMMENDATIONSFOR FASHION BRANDS

1

Provide more social andenvironmental information
to your customers.

•

Disclose your suppliers: The large majority
of consumers think fashion brands
should publish their manufacturers (80%)
and which suppliers they use to source
materials (77%).

2

Prioritise and communicatesocial and environmental
issues that people careabout the most.

•More consumers care about workers being
paid fair, living wages and environmental
protection than animal welfare, recycling
and local manufacturing. Consider how
you might better prioritise living wages
and environmental protection throughout
the business and supply chain. Consider
how you might help consumers better
understand your efforts to protect animal
welfare, use recycled materials and build
local supply chains and, crucially, explain
why these issues are important.

•

The large majority of consumers it
is important that fashion brands are
addressing global poverty, climate change,
environmental protection and genderinequality. Tell your customers what you’re
doing to tackle these issues.

•

Consumers expect brands to be doing
more to improve the lives of women
making the products they buy(72% said this is important).

•

Make it clear how products are made,where manufactured/sourced and how
responsible practices are implemented.

3

Include more of info/data on
your packaging (over 70% ofconsumers said important).

FASHION REVOLUTION | CONSUMER SURVEY REPORT42

RECOMMENDATIONSFOR GOVERNMENTS & POLICYMAKERS

1

Better recognise theresponsibility thatpolicymakers & governments
have in ensuring that clothingis an important part ofsustainable consumption.

•

The majority of consumers (68%) agree
that the government has a role to play inensuring that clothing (including shoes
and accessories) is sustainably produced.

2

Commit to considering
what interventions andregulations could be adopted
or better implemented
based on what your own
citizens say is important.

•

The majority of people think that the
government should be regulatingfashion brands to protect humanrights and the environment and to
be more transparent about theirbusiness practices and impacts.

3

Prioritise more funding andtechnical support in orderto achieve sustainableproduction and consumption
in the fashion industry.

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RECOMMENDATIONSFOR CITIZENS

1Many people think about thesocial and environmental
impacts of clothing whenthey’re out shopping. However,
too many people do notconsider these impacts at allwhen they’re buying clothes.

•

We encourage everyone to ask morequestions about the social and environmental
impacts of the clothes you want to buy
when you’re out shopping. Get into the habit!
Educate yourself before you hit the shops.
Research the brands and products you mightwant to buy before you go shopping. Are you
comfortable with the level of information you
can access? If not, ask for more evidence
from the brands you love.

2

Ask the brands you buy#whomademyclothes•

Ask the brands you buy #whomademyclothes
in order to demand more transparency about
the social and environmental impacts of yourclothing purchases.

3

Write to your elected officials
and ask them to do more.

•

Write to your elected officials and ask themto do more to guarantee that the clothing
you are able to buy and wear has been madesustainability and with respect to the humanrights of the people who make them.

4

Finally, talk to your friends
and family about thesocial and environmental
impacts of their clothes.

•

How can you make your friends and family
more aware about making responsible
shopping choices? What can they learn fromyou, and what can you learn from them?
Build a community of people who care andwant to wear clothes made without harming
the planet or the people who make them.

FASHION REVOLUTION | CONSUMER SURVEY REPORTCREDITSThis survey was conducted as part of a baseline
study in the ‘Trade Fair, Live Fair’ project.
‘Trade Fair, Live Fair’ is a 3-year project funded by the European
Commission and brings together 31 partners from the Fair
Trade community across the EU, including Fashion Revolution,
Fairtrade International, Fairtrade Foundation, World Fair Trade
Organisation, Fair Trade Advocacy Office and many others.
Together, we are undertaking a wide range of awareness raisingand public mobilisation actions to reach out to 49 million EU
citizens: The overall aim is to directly contribute to meetingtarget 12.8 of the SDGs framework: “ensure that, by 2030, people
everywhere have the relevant information and awareness forsustainable development and lifestyles in harmony with nature”.
This survey was conducted by Ipsos MORI on the behalf ofFashion Revolution in October 2018.
The survey results were analysed and report was written by
Sarah Ditty, Policy Director at Fashion Revolution.
The report was designed by Emily Sear, Head of Design at
Fashion Revolution.
www.fashionrevolution.org© Fashion Revolution CIC 2018.
All rights reserved. This document is not to be copied or adapted
without permission from Fashion Revolution CIC.

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