Tearfund has commissioned a survey to show that most clothing shoppers are not concerned about environmental issues.
Savanta ComRes conducted an online survey of 2314 adults in the UK at the end January as part the Great Fashion Fast campaign by Tearfund. It was designed to highlight the connection between fast fashion and climate crisis.
Nearly 25% (23%) of all respondents stated that the main reason they bought fewer clothes was to protect the environment.
The top two reasons shoppers decided to buy less clothes were to save money and get the best value for their clothes (54 percent and 43%, respectively). More than a third (37%) of respondents stated that minimising clutter was their main motivation. One quarter said they had purchased fewer clothes since there were fewer social opportunities and fewer opportunities to socialise due to the pandemic restrictions.
The top five factors that respondents consider when buying new clothes are the price and value (21%) and the design (17%). Durability (14%) and brand (six%). Only 4 percent of shoppers were concerned about ethical issues and the carbon footprint of clothes.
76% of 18-to-34-year-olds said that emotional attachment was their main motivation to get more wear out of their clothes. Only 58% of 55-year-olds felt the same way. 57% of respondents owned clothes they had never worn. More than two-thirds of respondents chose to donate their old or no longer needed clothes (68%); one third (34%) recycled; and around one quarter gave them away to friends (24%) or sold them (23%).
Tearfund encourages supporters to wear ten main pieces of clothing during March. Dr Ruth Valerio, the director of global advocacy, influencing, stated that fashion’s throwaway attitude has made it more carbon-intensive than shipping and aviation. This is contributing towards the climate crisis. But we can all lower our carbon footprints by making better purchases and keeping what we have for longer.
Interview with Laura Young (climate activist).
