Consumers crave sustainability amid COVID-19 pandemic

Consumer demand for environmentally sustainable practices has
increased since the beginning of the COVID-19 pandemic, according to a
new survey conducted by the U.S. Cotton Trust Protocol, a new
organization committed to setting a standard for sustainably grown

The Protocol verifies the progress of U.S. cotton through data
collection, and in this tradition sought to develop an understanding
of consumer attitudes towards sustainable production in clothing at
this time.

The global survey determined that 54 percent of sustainability
leaders at apparel and textile brands have seen an increase in demand
for sustainability, while 43 percent of respondents believe that the
pandemic has had a positive impact on investments in sustainability
efforts. At the same time, 59 percent believe customers will continue
to prioritize price when deciding whether or not to make a

“It’s clear that COVID-19 has caused economic challenges up and
down the supply chain, but this survey shows that companies and their
customers remain focused on sustainability,” Dr. Gary Adams, president
of the U.S. Cotton Trust Protocol, explained in a statement.

“As we enter recovery in many countries, systems like the Trust
Protocol will be more important than ever so brands can have the data
they need to show they are meeting their science-based targets,” said
Dr. Adams.


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