Oeko-Tex publishes more findings from textiles study
26/02/2018
The study, which is entitled ‘The Key to Confidence: Consumers and Textile Sustainability—Attitudes, Changing Behaviours, and Outlooks’, was commissioned to commemorate the 25th anniversary of the Oeko-Tex Association.
Oeko-Tex’s latest report focuses on two important consumer groups – millennials and parents. It has said both of these groups will influence the textile market “for decades to come”.
Of the 11,000 people surveyed for this study, 30% were born between 1981 and 2000, according to Oeko-Tex. People born during this period are often referred to as millennials.
The survey found that millennials are more aware of the textile industry’s environmental and social shortcomings than older respondents. Oeko-Tex pointed to their use of the internet and social media as a reason for this. It also revealed that they are more inclined to consider the textile industry as a major polluter, leading them to be more concerned about harmful substances in their clothing.
The data gathered from people with young children found that parents worry more about product safety than non-parents. Their awareness of and purchase of “eco-friendly” clothing was considerably higher than people without young children.
Both millennials and parents demonstrated higher interest in certified textiles.
“Both of these time-starved consumer groups are seeking shortcuts to trust and transparency,” explained consumer products researcher Ellen Karp, who carried out the study. “Millennials and parents want to do the right thing for society and the planet as well as for their families. Brands and certifiers play important roles in communicating the information that helps these engaged consumers make the responsible purchase decisions they are eager to make.”
More information about the study can be found on the Oeko-Tex website.
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