Fancy Fashion in young adult peoples
A recent online survey of Lord’s Consultants company among young people shows that young adults are as they have always been, myself included back in the day: chasing trends without having much money to spend. However, millennial seem pretty keen on shopping more sustainably, even if it comes with an additional cost although I’m not saying it should. It’s just that they don’t know where and how to find sustainable gear.
An International university’s young adults say about fashion in online survey
There isn’t much in the way of publicly available surveys among consumers on how they feel about sustainable textiles and only light colors are in fashion, so we had one made. This survey was made online by an international group of students of our local university this winter, in seven European countries, with 283 respondents.
Light color shades and sustainable fabric
Our paid research survey shows 82% of replies came from under 18 to 30 year-olds, so the findings can be mostly associated with this different international market brands they sell online, majority age group asking about only light color shades and sustainable fabric.
Major awareness problem in young adult’s fashion
Paid Survey shows that 67% of respondents don’t care about the origin, i.e. material, country it’s made in, etc. of their clothes – no surprise there. As a young adult, I certainly didn’t care what my clothes were made of. Then again, the world and people’s awareness levels have changed since the 1990s.
Adult’s buying decision on a piece of clothing Paid Survey’s Result
Our paid survey shows that only 3% base their buying decision on a piece of clothing being sustainable. This is probably because one doesn’t know if it is or isn’t. I’m sensing an awareness problem, both with overall sustainability knowledge and communication on a shop level. I for one think it’s a great idea to e.g. make separate sections in shops for conscious items.
Awareness obviously needs to be increased in many other ways of research
That is, however, only a good start; awareness obviously needs to be increased in many other ways. Actually, from the top of my head, I can’t think of any single online platform for comprehensive information on different materials and processes and their environmental impacts. So where would you go as a consumer to learn about these things?
Awareness about fashion in young adult
And here’s the incentive for raising awareness: 51% of the same respondents, a vast majority of which just said no to make buying decisions based on sustainability, are interested in sustainable clothes. The willingness to make better choices is there but not much is happening. Maybe here’s why: only 15% known brands or shops that sell sustainable clothing. So brands: If you have anything sustainable available, perhaps make that your marketing spearhead and see what happens.
Mostly young girls and boys are willing to pay a premium ( Online Research result)
Now, the most interesting result: 61% would pay more for a sustainable product. I think this is a great percentage considering that the respondents were mostly young people who usually aren’t rolling in money. This is also great news for someone like us, developing sustainable alternatives, and for all brands who are investing time and money in sustainability programs by e.g. working with us towards the future.
It’s not just that majority says they would pay a premium, but what’s perhaps the most reassuring piece of information here: as many as 41% of respondents would be ready to pay a whopping 20-40% premium on a sustainable item. Then again, a 54% majority said they would only pay 20% or less (so let’s face it; it’s likely that some of them would not pay a premium per se).
Nonetheless, the emerging willingness to pay extra for sustainability speaks volumes of how young people – or lets for the sake of argument say just “people” – see the world and their role as consumers these days. This makes our hard work worthwhile because we’re not scaling up innovation to be a scientific marvel but to be enjoyed by all consumers alike.
Stay sustained fashion clothes in young adult
Respondents says in that online paid survey Knowing more than a short introduction about sustained fashion clothes in young adult 52% of respondents said they would be interested in new light color sustainable fiber when it comes available. In that survey Lords Consultants Market Research Company (worldwide) give more than 10 USD to every respondents/ participants/panelists of the online survey.