‘Sustainability Buzzwords’ Don’t Mean Anything

Data analytics firm Edited conducted a market analysis across the U.S. and U.K., to determine that “eco,” “vegan,” “recycled” and “conscious” are on the rise. The firm tracks data on over 800 million stockkeeping units. The apparel industry accounts for 10 percent of global carbon emissions, and factors of which the consumer of past generations was previously unaware are now front and center when it comes to purchase intentions and marketing strategies. Looking at data from 10 e-commerce fast-fashion retailers, Edited found that in the U.S. there are generally 42,000 new options for consumers each month. And those same retailers discount over 39,000 products for the first time each month, while the sell-through peaks at about 28,000 per month. Since 2017, sustainability buzzwords were increasingly attached to new products, marked by a 49 percent growth of products described as “eco;” 173-percent growth of “recycled;” a 25 percent growth of “conscious;” and a 70-percent growth of “vegan” product. While new products with these buzzwords flooded the market denoting a 125 percent uptick in the U.S. and U.K., these products combined account for only 3 percent of the items available online in these regions. See Also: Why Measuring Sustainability Is Key to Improving Fashion’s Impact  “It’s [sustainability] more

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