Be clear about the eco credentials
More generally, it’s still harder to find sustainable items than you might find non-sustainable options on the high street. The tipping point will be when sustainable brands are more well-known. There are some websites that are working on bringing eco brands together, but they’re not as popular as something like ASOS. Whoever cracks that will have it made. People need to know where to look and what brands to look for and there isn't widespread market penetration yet for sustainable fashion brands.
While so many people are looking for eco alternatives, the pandemic has put extra strictures on spending. There’s uncertainty around employment and people are being more careful with their money, something that is likely to continue through next year. While budgets are tight, shoppers are being careful about what they spend, wanting to buy less and to purchase things that last longer.
There’s many sides to this though and while people must shop for what they need with tighter budgets, they’re also going to turn to cheaper products or rely on fast fashion. While people are facing financial issues, we’re not going to see an instant flip over to eco shopping. This is why existing brands need to be clear about their eco credentials and offer more to consumers so they can make simpler choices at the right prices. 84% of people say that brands are not doing enough to tackle sustainability and 67% say they're happy to pay more for sustainable brands, so there’s a clear market for this if brands are willing to invest.
Investing in the future
Another trend that has been great to see is people asking us at pebble about personal finance, investment and pensions. They want to know what their banks are investing in and that they can put their money in places that don’t invest in fossil fuels or fracking.
More widely, people are starting to question institutions and systems, asking for structural change. It’s no longer enough putting recycling in the bin and buying some sustainable Christmas socks. People want the organisations around us to show they are doing the work so that we can have a deeper connection with structural changes.
People want to learn more about brands and how their products are made. News stories like the BooHoo supply chain scandal might seem to be just one example, but they open up people’s minds to considering more about where things come from and how. Consumers are no longer up for greenwashing campaigns that last a few weeks, they want to see a long term, authentic and well communicated commitment from brands and businesses.