Global travel and adventure brand Kathmandu has released its first Kathmandu Conscience Survey.
It revealed that one in two Australians did not consider the social, environmental and ethical impacts of the fashion industry when purchasing clothing items.
In fact, the new study of 1,000 Australians uncovered that 97% of people who participated either hadn’t, or hadn’t intentionally, purchased from a sustainable, eco-fashion brand in the 12 months prior.
Kathmandu product GM Ben Ryan said the survey aimed to gain insights into sustainable purchasing habits.
“The results suggest there is a great opportunity for Australians to become more conscious purchasers, and to embrace new sustainable habits. Consumers can make meaningful changes that impact not just the physical environment, but the lives of people living right around the globe, by being more particular about the brands they choose to support.”
32% of surveyed Australians suggested lack of understanding was a key barrier when it came to making ethical fashion choices, while 36% of respondents suggested that brands don’t disclose enough information about their philosophies to inspire them to shop more sustainably.
And, despite the Global Slavery Index estimating 45 million people were working in slavery in 2018 – the highest amount to date – the Kathmandu Conscience Survey also found that the overwhelming majority of shoppers considered the materials used (63%) as the key indicator for a sustainable brand, rather than workers’ rights (37%).
“It appears that many Australian consumers, even with the best intentions, are still unsure how they can evaluate a brand’s ethical, social and environmental strengths, seemingly due to the confusing and conflicting nature of the information available. Part of our approach is being generous with our knowledge and experience, and to even assist other willing companies to establish their own sustainability program,” Ryan said.
Additional findings from the Kathmandu Conscience Survey uncovered the following:
Recycling, using a Keep Cup and avoiding straws rated as the most popular ways consumers choose to make a difference
67% of people feel that there is no real way of knowing if a fashion brand provides a truly safe environment for their factory workers, with 54% suggesting this is because factories tend to be located so remotely
64% of people feel that there is also no real way of knowing if a fashion brand provides fair wages for their factory workers
“In today’s connected world, it matters less where a product is made; it’s how that is the issue at hand. An ethically sound company can now make sustainable products anywhere in the world,” Ryan said.
“Australians should make 2019 the year of the sustainable wardrobe. We think there’s a real opportunity for consumers to demonstrate more curiosity, question brands and demand a certain ethical standard from the retailers they shop from.”