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Who really cares about sustainable fashion and what does it actually mean?

With the rise in interest in sustainable fashion, we looked into the perception of sustainability in fast-fashion, and what Brands must do to avoid alienating their customers.



Looking Beyond The Buzzwords

The term “sustainable fashion” is used more and more commonly in the media. But what does “sustainable fashion” really mean to consumers? And are brands aligned with this?


Using our unique Qualitative Insight at Quantitative Scale insight methodology, we analysed mass conversational data with nuance and emotion.



Looking at 331,000 conversations around sustainable fashion and ethical living generally across social media and forums, allowed us to understand wide perceptions to the world of sustainability and fashion specifically. We took a segment of this conversation - namely mums of young families - to really get under the surface of a specific set of drivers and barriers.






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