COVID-19 has given the fashion industry an opportunity to reiterate its commitment to sustainability. The US Cotton Trust Protocol highlights, three key fashion trends are likely to emerge from this pandemic that would help drive sustainability in the industry. As per Sustainable Brands, a premier global community of brand innovators, demand for sustainable fashion is growing with 51 per cent of respondents to a Trust Protocol/Economist Intelligence Unit (EIU) survey saying customers are the main drivers of sustainability in fashion.

Customers driving sustainability decisions

As per a Sourcing Journal survey, 49 per cent brands and retailers fear losing customers if they fail to meet their customer’s sustainability demands. Around 54 per cent said, there has been an increase in demand for sustainable products since the outbreak of the pandemic. And a McKinsey survey indicates 31 per cent customers are willing to pay a premium for eco-friendly products; 57 per cent shoppers plan to make significant changes in their lifestyles to lessen their environmental impact; 64 per cent shoppers hope to reduce their expenditure on clothing and footwear. In fact, 60 per cent respondents to the EIU survey ranked sustainability the second most strategic objective after improved customer experiences.

Data to help improve sourcing decisions

In the EIU survey, seven out of 10 respondents opined, brands and retailers can make fast fashion both affordable and sustainable. Almost three-quarters of them agreed, a brand’s sustainability level can be measured through global standards and certifications. A quarter of them emphasize on the need for reliable data to help brands make informed decisions to improve sustainability over the next decade. In fact, Tara Luckman, Director, Flourish CSR and Advisor, US Cotton Trust Protocol expects this data to be a valuable tool for brands to demonstrate the quantifiable impact of their sourcing decisions.

Gary Adams, President and CEO, US Cotton Trust Protocol points out, the objective of the protocol is to help brands meet consumers’ demands by driving continuous improvement in key sustainability metrics. Through its combination of a unique credit accounting system and the Permanent Bale Identification (PBI) system, the protocol enables brands to ensure transparency throughout their supply chain.

The protocol also gives members access to the Trust Protocol credit system that helps them validate the consumption of cotton and associated credit. It enables brands and retailers to show progress against their committed pledges and goals. It also validates the sustainability credentials proven via Field to Market: The Alliance for Sustainable Agriculture aligned with the UN Sustainable Development Goals.

Going forward, the protocol can help the global apparel industry more sustainable by providing valuable insights into its worldwide supply chain, thus helping it to protect the planet.