In today’s world, consumers are attracted to sustainable development. Of course, they want to buy the goods of their choice but they also want to preserve the resources, they are motivated towards using limited resources. Consumers have started making adjustments and they are conscious about saving the environment. This is happening in every industry and the denim industry is also one of them.
A denim consumer knows that the typical denim takes many thousands of liters of water to get produced and all those chemicals and colors are also not sustainable in nature. Consumers have started researching sustainable denim brands. By seeing sustainability coming into the trends, even the big brands have started launching their sustainability lines or sub-brands.
Consumers have made a big change in their shopping habits. They are ready to pay more if somebody tells them that a particular piece is sustainable in nature. Consumers have become more aware these days and the reason is the Internet. Now they know where they have to go shopping if they are looking for an environmentally friendly product.
Since the 2010s to present, this is the era of activist consumers. They know more than the consumer in the 1980s. A survey last year reported that 68% of Gen-Z consumers admitted buying eco-friendly products all year. Consumers of all ages know the true environmental cost of their typical product and they also know what they would save if they turn towards a sustainable product. Even the retailers want to keep sustainable products in their store as they know it will lure the conscious consumers into the store. Forbes reported that consumers want more sustainable products but it is the retailers and brands struggling to keep up. Even if we go on the commercial side, sustainability is driving demand and customer loyalty.
These sustainability lovers will always remain loyal as their main focus is not the product but the process.
