OEKO-TEXÂ® study on textile sustainability
The OEKO-TEXÂ® Association, in commemoration of its 25th Anniversary, commissioned a global research study to assess consumer attitudes about textile sustainability. The results of this one-of-a-kind research project have been released recently.
The OEKO-TEXÂ® Association, in commemoration of its 25th Anniversary, commissioned a global research study to assess consumer attitudes about textile sustainability. The results of this one-of-a-kind research project have been released recently. Entitled â€œThe Key to Confidence: Consumers and Textile Sustainabilityâ€”Attitudes, Changing Behaviors, and Outlooksâ€, the massive study of more than 11,000 clothing and home textile consumers around the world examined topics ranging from concerns about climate change to harmful substances in textiles. The findings from the study were released to OEKO-TEXÂ® Institute clients through a series of webinars and will be shared with the textile, home fashions, and apparel industry via speaking engagements at upcoming industry events, webinars, and other communiques.
â€œThe OEKO-TEXÂ® portfolio of testing, certification, and label products has increased substantially since we first entered the market in 1992,â€ says Anna Czerwinska, Head of Marketing and Communication at OEKO-TEXÂ®. â€œThe worldâ€™s issues and consumer attitudes have changed just as significantly. As long-time leaders in textile sustainability, we felt that this unique global study to quantify consumer attitudes about textile sustainability was a fitting tribute to our past twenty-five years as well as a worthy undertaking to prepare us to succeed in the next.â€
OEKO-TEXÂ® engaged renowned consumer products researcher, Ellen Karp and her company, Anerca International, to conduct the pioneering project. Karp works on sustainability and other branding issues with a wide array of the worldâ€™s best-known apparel, personal care, and luxury brands. The Key to Confidence project was about a year in the making and was fielded in June.
â€œThe quantitative findings derived through The Key to Confidence study should serve as a call to action for the textile industry,â€ says Karp. â€œConsumers are fast learning that their textile buying decisions impact not only their families but also their communities and beyond. Brands, retailers, and manufacturers need to be ready for this awakening. It is definitely coming.â€